University of Technology, Sydney

Staff directory | Webmail | Maps | Newsroom | What's on

57213 Understanding and Engaging Audiences

8cp
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 57028 Research for Communication Professionals

Description

This subject explores the importance and processes of understanding 'audiences' through formal quantitative and qualitative social and market research methods. Students learn traditional, formal, informal and advanced research methods to identify and apply the most appropriate ways to engage audiences and track and evaluate the effectiveness of communication. These methods inform student understanding of audience interests, concerns, needs and communication preferences to develop evidence-based strategic communication. Methods may include surveys, interviews, focus groups, ethnography, netnography, behavioural insights, customer journey mapping, feedback and consultation. Students learn the value of integrating research into strategic communication projects for diverse organisations. They develop research, design and management skills through simulation activities and case studies.


Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.