52663 Strategic Communication Design
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Result type: Grade and marks
Requisite(s): 12 credit points of completed study in spk(s): MAJ09480 48cp Strategic Communication Major OR 8 credit points of completed study in spk(s): STM91123 Public Relations Stream OR 8 credit points of completed study in spk(s): STM91124 Advertising Stream
These requisites may not apply to students in certain courses. See access conditions.
Anti-requisite(s): 54043 Strategic Public Relations AND 54047 Advertising Campaign Practice AND 58128 Strategic Public Relations AND 59333 Advertising Strategies
Description
This subject equips students with a useful skillset for communication practitioners across the fields of public relations, advertising, and marketing. Students acquire knowledge and practical skills in research, planning, evaluating, and preparing logistics for designing strategic communication campaigns. They learn to assess and develop a campaign strategy for their selected organisation by identifying issues, stakeholders, and strategic options for communication and relationship management. Students develop their expertise in designing, writing, and managing innovative, multimedia campaigns to address their client’s communication problems and opportunities. Students develop communication products to support the proposed communication plan.
Subject learning objectives (SLOs)
| a. | Apply research principles for strategic communication campaign planning |
|---|---|
| b. | Identify pertinent issues for effective strategic communication practice |
| c. | Plan a communication strategy that helps the client achieve its relationship management and business goals. |
| d. | Produce strategic communication products to a professional standard |
| e. | Communicate effectively and professionally |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Act in a professional manner appropriate to communication industries (1.1)
- Apply theoretically informed understandings of communication industries to independent and collaborative projects across a range of media (1.2)
- Act as reflexive critical thinkers and innovative creative practitioners who evaluate their own and others' work (2.2)
- Exemplify effective and appropriate communication in different communication industry contexts (6.1)
Teaching and learning strategies
This subject facilitates both independent and collaborative student learning. It provides students with opportunities to gain professional skills in strategic communication campaign development. Students conduct research and collaborate to find the key insights that would form a strategic direction for their client’s campaign. Students brainstorm, discuss and challenge ideas via collaborative workshops and online discussion groups. Teaching strategies promote interactive, collaborative learning. Students receive formative feedback in tutorials each week, as well as in an assessment workshop by week 4.
Content (topics)
Students gain an appreciation of the role of strategic planning in communication campaigns that aims to enhance relationship management and business outcomes. Strategies for managing client relationships are explored through professional literature and through the use of real-world organisations as contexts. Students learn strategic design and planning in communication campaigns, engage with research and planning, learn how to select communication tactics from a range of tactical choices, create mock-up products, evaluate program effectiveness, and prepare client pitches.
Assessment
Assessment task 1: Campaign Insights Report
| Objective(s): | a, b, c and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||||||
| Length: | 1700 words (excluding appendices) | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Campaign Strategy
| Objective(s): | c, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 2200 words (campaign strategy and communication product) | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Presentation of Client Strategy
| Objective(s): | c, d and e | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 20% | ||||||||||||||||||||
| Length: | 6-8 minutes | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Attendance at classes is essential in this subject. Classes are based on a collaborative approach that involves essential workshopping and interchange of ideas with other students and the tutor to build capacities towards meeting the subject learning objectives. A roll will be taken at each class (whether on campus or online). Students who have more than two absences from class will be refused marking of their final assessment (see Rule 3.8).