Course overview
The aim of this course is to consolidate the knowledge and skills obtained by students in introductory and intermediate courses in a strategic communication context. Students will develop an understanding of the integration, planning and management of key communication skills in an organisational context. The planning will be informed by organisational goals and extensive research and analysis of the situation, organisation, issues and publics. Advanced skills will be developed in the setting of communication goals and objectives, the development of strategies, tactics, budgets, and schedules, and the formation of measurement and evaluation plans. Consideration of relevant ethical, legal and social issues will be required, which will require students to apply and integrate theoretical knowledge and understanding in a practical context.
Course learning outcomes
- demonstrate an understanding of the knowledge and skills that inform strategic communication
- demonstrate skills to develop professional communication goals and objectives
- formulate strategies for two-way, multi-way communication with target publics
- create key messages and identify appropriate tactics for message delivery
- develop campaign budgets and schedules
- formulate strategies and tactics that take into account relevant legal and ethical considerations
- demonstrate an understanding of teamwork and how to deal with group dynamics