Course overview
This course builds on the theories taught in Introduction to strategic communication to provide an advanced understanding of theories which help to place the practice of strategic communication in a global, technological, political, social and ethical context. Students learn theories and concepts which help them develop impactful communication strategies and tactics. The evolution of media and its impact on strategic communication practice is also explored, including mass media, social media and the use of AI. The course also evaluates relationships between communication, ethics and influence.
Course learning outcomes
- Demonstrate knowledge of advanced theories of strategic communication and public relations
- Apply advanced theories of strategic communication to the development of persuasive communication strategies and tactics
- Demonstrate understanding of the changing technological context of strategic communication including mass communication, social media and AI, and how this context impacts on audiences and communication practice
- Critically reflect on how strategic communication intersects with influence and how this power can be used ethically or unethically