57616 Industry Project
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Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): 18 credit points of completed study in spk(s): C06153 Graduate Diploma Strategic Communication OR 18 credit points of completed study in spk(s): C04461 Master of Strategic Communication OR 18 credit points of completed study in spk(s): C04462 Master of Strategic Communication (Extension)
Anti-requisite(s): 57212 Professional Practice AND 57816 Industry Project
Description
In this subject, students apply first-year strategic communication principles to actual client projects, enhancing their practical expertise. Students collaborate to develop and design strategic plans, conducting research to grasp client contexts and formulating informed strategies. Learning is interactive, with consultation ensuring robust research and planning, while client engagement sharpens their strategic insight. Reflective practices consolidate their skill set, ensuring professional growth through teamwork and real-world application.
Subject learning objectives (SLOs)
| a. | Demonstrate understanding of the principles of strategic communication framework. |
|---|---|
| b. | Analyse the brief and conduct appropriate research based on professional practice and academic literature. |
| c. | Develop a communication plan based on research insights and from an ethical perspective. |
| d. | Reflect on project experiences for professional development and teamwork. |
| e. | Demonstrate professional performance, conduct and attitude in a working environment. |
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)
- 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 will be grouped to work as teams for client projects. Clients will provide briefs to help you understand the case contexts. Building on prior learning, you will conduct research on what you have learned about conducting research and strategic communication principles from previous subjects. You will also be guided on what you should do and contribute to a teamwork environment and each one of you will appreciate your own unique role in a group project, which will benefit your professional development.
This design of this subject allows self-paced learning for you to utilise your knowledge and skills for the client projects. Workshops provide you with techniques to evaluate their professional skills, their roles in a team, and develop a communication plan based on the research insights for the case. Critical reflection, professional ethics, and project management are discussed. Verbal feedback on performance in the subject will be provided to students in class prior to the census date.
Content (topics)
You will work as a team on a real industry project. All of you will attend a face-to-face workshop in Week 1 to provide an overview of the industry project. You are shown how to develop a learning contract to guide the project. Then online zoom meetings will be arranged as required.
The workshop materials prepare them to conduct a professional project. They include a review of research methods and data analysis, application of principles and theories of strategic communication framework, problem identification, SWOT or PESTLE, communication plan elements, individual roles in a teamwork context, and how to make recommendations for clients.
Assessment
Assessment task 1: Industry Project Research Insights
| Objective(s): | a, b and c | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 40% | ||||||||||||||||||||
| Length: | 1200 words | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Client Communication Plan and Reflection
| Objective(s): | a, b, c, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 60% | ||||||||||||||||||||||||
| Length: | 1500 words (communication plan) + 300 words (individual reflection) | ||||||||||||||||||||||||
| 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 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).
Austin, E.W., Pinkleton, B.E. (2015). Strategic public relations management: Planning and managing effective communication programs. Routledge.
Falkheimer, J. & Heide, M. (2018). Strategic communication: An introduction. Taylor & Francis.
Hoffjann, O. (2022). Between strategic clarity and strategic ambiguity – oscillating strategic communication. Corporate Communications, 27(2), 284 – 303. https://doi.org/10.1108/CCIJ-03-2021-0037.
Holtzhausen, D.R., Fullerton, J., Lewis, B.K., & Shipka, D. (2021). Principles of strategic communication. Routledge.
Kim, C.A. (2016). Social media campaigns: Strategies for public relations and marketing. Routledge.
Kostygina, G., Tran, H., Binns, S., Szczypka, G., Emery, S., Vollone, D., & Hair, E. (2020). Boosting health campaign reach and engagement through use of social media influencers and memes. Social Media + Society, 6(2), p.205630512091247. https://doi.org/10.1177/2056305120912475
Mahoney, J. (2023). Strategic communication: Campaign planning. Routledge.
Merrigan, G., Huston, C.L. (2020). Communication research methods. Oxford University Press.
Southerland, K. (2021). Strategic social media management: Theory and practice. Palgrave Macmillan.
van Ruler, B. (2018). Communication theory: An underrated pillar on which strategic communication rests. International Journal of Strategic Communication, 12(4), 367 – 381. https://doi.org/10.1080/1553118X.2018.1452240.
Vogler, J.S., Thompson, P., Davis, D.W., Mayfield, B.E., Finley, P. M., & Yasseri, D. (2018). The hard work of soft skills: Augmenting the project-based learning experience with interdisciplinary teamwork. Instructional Science, 46(3), 457 – 488. https://doi.org/10.1007/s11251-017-9438-9
Zerfass, A., Ver?i?, D., Nothhaft, H., & Werder, K. P. (2018). Strategic communication: Defining the field and its contribution to research and practice. International Journal of Strategic Communication, 12(4), 487 – 505. https://doi.org/10.1080/1553118X.2018.1493485