57606 Strategic Communication Planning and Management
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 57215 Strategic Communication and Integration
Description
This subject introduces students to strategic planning and management by public and private sector organisations. Students develop knowledge and skills for planning, designing, managing and evaluating strategic communication campaigns that involve a range of multimedia and multimodal communication activities to diverse stakeholders. Learning is interactive, blending theory with practical exercises to reinforce their understanding and application of these vital professional competencies.
Subject learning objectives (SLOs)
| a. | Explain the knowledge and skills used in strategic communication planning and management |
|---|---|
| b. | Critically analyse and conceptualise strategic communication planning and management |
| c. | Demonstrate sensitivity to cultural differences |
| d. | Design communication campaigns and products that reflect public-centred objectives |
| e. | Communicate clearly and professionally in written and oral contexts |
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:
- Apply a specialised body of theoretical and practice-oriented knowledge and skills to develop, implement and evaluate innovative and integrated solutions to real-world communication challenges (1.1)
- Critically, creatively and/or collaboratively analyse, debate and reflect on strategic communication models, practices and solutions by planning and executing a body of research to solve complex problems (2.1)
- Navigate and embrace the value of intercultural contexts for strategic communication practices (3.1)
- Persuade and engage diverse audiences through both written and oral communication strategies, across a range of media formats, with consideration of others' needs and views. (6.1)
Teaching and learning strategies
You participate in seminars, self-paced learning and workshops. You will engage in activities such as small-group discussions and case studies. You will prepare each week by accessing subject resources online such as recorded videos, case studies, industry reports, readings, media stories, and preparatory interactive activities such as online discussion forums. Online and open education sources linked with the UTS Library, insights from industry guests, podcasts, videos and publicly available industry reports are additional resources to help facilitate your learning. Verbal feedback on performance in the subject will be provided to you in class prior to the census date.
Content (topics)
You are introduced to the key concepts of strategic communication planning and management. You will learn about topics such as situation analysis, strategic planning, public segmentation, setting communication baselines, goals and objectives, designing communication strategies and key messages, budgeting, evaluation of communication, and the overall management of communication campaigns across diverse multimedia and multimodal channels.
Assessment
Assessment task 1: Situation Analysis
| Objective(s): | a, b and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 40% | ||||||||||||||||||||||||
| Length: | 1200 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Strategic Communication Campaign and Presentation
| Objective(s): | a, c, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 60% | ||||||||||||||||||||||||
| Length: | 1500-word proposal of the campaign plan submitted via Turnitin and 5-minute in-class, oral presentation (7-10 PowerPoint slides discussed in an individual presentation) | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Attendance is essential in this subject. These 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 meetings will be refused marking of their final assessment (see Rule 3.8).
Referencing
Use of Generative AI needs to be referenced. Please refer to UTS Library guide. In addition, students are required to include clickable links for all references in the Reference List if available.
References
Required weekly readings are available via UTS Library and Canvas as noted in the Subject Reading List (separate document uploaded to Canvas).
Ballaro, J. M., Mazzi, M. A., & Holland, K. (2020). Organization development through effective communication, implementation, and change process. Organization Development Journal, 38(1), 45-63.
Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55-73. https:// doi.org/10.1088/1757-899X/471/8/082047
Bobbit, R., & Sullivan, R. (2013). Developing the public relations campaigns: A team-based approach 3rd ed. Pearson.
Botan, C. H. (2021). Strategic communication theory and practice: The cocreational model. Wiley-Blackwell.
Freberg, K. (2021). Social media for strategic communication: Creative strategies and research-based applications. Sage Publications.
Gregory, A. (2020). Planning and managing public relations campaigns: A strategic approach. Kogan Page Publishers
Kerzner, H. (2019). Using the project management maturity model: Strategic planning for project management. John Wiley & Sons.
Macnamara, J., & Gregory, A. (2018). Expanding evaluation to progress strategic communication: Beyond message tracking to open listening. International Journal of Strategic Communication, 12(4), 469-486. https://doi.org/10.1080/1553118X.2018.1450255
Smith, R. D. (2020). Strategic planning for public relations. Routledge.
Taylor, M. (2012). Corporate social responsibility communication campaigns. In R. E. Rice & C. Aiken, (Eds.), Communication campaigns (4th edition) (pp. 261-274). Thousand Oaks, CA: Sage.
Volk, S. C., & Zerfass, A. (2018). Alignment: Explicating a key concept in strategic communication. International Journal of strategic communication, 12(4), 433-451. https://doi.org/10.1080/1553118X.2018.1452742