Strategic Communication

Unit description

Campaign Management 
This unit consolidates professional strategic communication skills through practical experience with an actual organisation. Working in teams, students develop a communication plan for a not-for-profit organisation over the course of the semester, culminating in a formal conference presentation to the organisation, students and mentors. Students learn about budgeting and scheduling, client management, design and evaluation, planning, programme research as well as strategy development. 

Communication Research 
Communication Research introduces students to some of the most commonly used research methods in the Social Sciences, including quantitative, qualitative and critical approaches. The unit offers new skills that assist students in developing conceptual thinking and progressing from knowledge consumption to knowledge production. These skills include acquiring and reviewing information literacy, discovering knowledge gaps, developing methodological frameworks and formulating research proposals. By the end of the semester, students should be able to demonstrate a sound knowledge of communication research and competently engage with scholarly research in the areas of Communication disciplines. 


Communication Strategy and Planning 
This unit explores the theory and practice of communication strategy, planning, development and implementation from contemporary perspectives. It provides important principles for understanding the impact of digital and social media on Communication disciplines. Students review the complexities of strategic communication through class discussion, case studies and readings on critical, discourse, ethical and rhetorical theories. Students research and develop strategies, putting into practice ideas about developing reciprocal relationships between an organisation and its diverse stakeholders and the public. 

Content Creation 
This unit explores the facets of content creation, drawing on the theories of organisational storytelling. Students will learn how to create written and visual content for a broad range of platforms, including organisational websites, social media platforms and more ‘traditional’ media including print, radio and television. As part of the unit, students will need to engage with and research broadcast, print and social media. 

Introduction to Digital Media Skills 

This unit introduces fundamental digital media production concepts and processes, providing students with basic skills in capturing, designing, editing and publishing a range of media for the web. It also explores the theoretical consequences of digital production processes, providing students with an understanding of the methods and issues of digital communication, including distribution and content management.  

Issues and Crisis Management 
This unit explores the theory and practice of issues and crisis management within strategic communication. It provides some important principles for communicating in a conflict or crisis situation and offers a critical understanding of stakeholder engagement in both online and
offline environments. In addition to learning about conflict, issues and crisis management from a critical communication perspective, students have the opportunity to develop negotiation, mediation and conflict resolution skills, 
and apply them through simulations, workshops and role play. 

Public Relations in Society 
This unit explores the theory and practice of public relations through the lenses of globalisation and culture. This socio-cultural approach represents a shift away from the functionalist and normative understandings of public relations, which historically, and until recently, have dominated the field. Rather than viewing public relations as an organisational or management function, this unit explores public relations as a cultural activity influenced by social, political and cultural contexts, and actively involved in the construction of meaning. 

Specialist Communication 
This unit explores professional communication as applied to a range of societal and practical contexts, including health and science. Students will explore the critical issues associated with the complexities of communicating in these industries from a local, national and global point of view, including the role of communication within indigenous issues in Australia. 

Students will develop research and practical skills by working on real-life projects from within and outside of the University, and with industry and research experts. 

Web Analytics 

This unit explores
the societal and organisational applications of web data, including metrics and
analytics, in myriad contexts. Students will be guided through the practical
and theoretical aspects of planning, gathering, measuring, analysing and
strategically using web data for a range of applications.