COMS421-19S1 (C) Semester One 2019

Strategic Communication Theory and Application

30 points
18 Feb 2019 - 23 Jun 2019

Description

This course will talk about theories and research about different aspects in the process of strategic communication, including the groups/organizations, targets of the messages, the media outlet for the messages. How the theories can be applied in real-life situations will be explored, including professional strategies in advertising and public relations. Ethical practices in the professional environment will be discussed.

Strategic communication refers to a communication process in which strategic effort is spent on purpose of advancing an idea. Strategic communication can be related to social policies, public health, human rights, etc., and can be delivered through different communication channels including traditional mass media and social media.

This course will talk about theories and research about different aspects in the process of strategic communication, including the groups/organizations, targets of the messages, the media outlet for the messages. How the theories can be applied in real-life situations will be explored, including professional strategies in advertising and public relations. Ethical practices in the professional environment will be discussed.

Learning Outcomes

By the end of the course, students are expected to:
- Understand major theories about strategic communication
- Identify key strategies that lead to successful strategic communication between the organization and the public
- Apply the theories in real-life situations related to strategic communication in the future career
- Critically examine their own/others’ strategic communication practices with the support of theories
- Acquire abilities to conduct survey and focus groups as important applied research methods in the field of strategic communication
- Identify ethical practices of strategic communication

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attributes specified below:

Critically competent in a core academic discipline of their award

Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

Employable, innovative and enterprising

Students will develop key skills and attributes sought by employers that can be used in a range of applications.

Engaged with the community

Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

Globally aware

Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.

Pre-requisites

Subject to approval of the Head of Department.

Timetable 2019

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Wednesday 09:00 - 12:00 Jack Erskine 242 18 Feb - 7 Apr
29 Apr - 2 Jun

Course Coordinator

Zita Joyce

Lecturers

Elizabeth Macpherson and Adepate Mustapha-Koiki

Assessment

Assessment Due Date Percentage  Description
Participation 10%
Weekly reflection 15% 300 words due 12pm, every week starting week 2
Discussion leadership 25%
Final paper outline 5%
Final paper: strategic communication research proposal 35%
Final paper oral presentation 10%

Textbooks

All required readings are posted on Learn. You are expected to read the materials as part of the learning experience of this course.

Indicative Fees

Domestic fee $1,847.00

* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.

For further information see Language, Social and Political Sciences.

All COMS421 Occurrences

  • COMS421-19S1 (C) Semester One 2019