Course Title: Leading Change in Media and Communication

Part A: Course Overview

Course Title: Leading Change in Media and Communication

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009


City Campus


345H Media and Communication


Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2017


City Campus


345H Media and Communication

Face-to-Face or Internet

Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 2 2017

Course Coordinator: Dr. Emsie Arnoldi

Course Coordinator Phone: +61 3 9925 3623

Course Coordinator Email:

Course Coordinator Availability: Email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will investigate a range of frameworks and tools for leading and managing the implications of change in contemporary professional practice.

You will investigate the impact of changes in user/consumer behaviour, client practices, and the use of technology and social media. These changes will be evaluated to identify opportunities and threats to innovative professional practice in local and international industry environments. Through the study of these changes you will be able to recognise the influences of broader cultural, social, economic and political issues on your professional practice. The course offers a range of frameworks for critically responding to such issues. 

Objectives/Learning Outcomes/Capability Development

In this course you will develop the following program learning outcomes:

  • Critically analyse, synthesise and reflect on complex theories and recent developments, both local and international, to extend and challenge knowledge and practice in advertising and communication.
  • Provide leadership within your discipline as well as collaborate with others.
  • Master a body of knowledge and specific technical skills to progress your professional career within the contemporary media and communication arena.

Upon successful completion of this course, you will be able to:

  • Examine significant global changes in media and communication technology affecting the practice of your profession.
  • Critically analyse the influences of global social change on user and consumer behaviour.
  • Identify and critically analyse leadership approaches to change and industry practice.
  • Propose innovative and collaborative opportunities to manage change, including its influences and impacts.
  • Reflect on the impact of change including personal, professional and ethical aspects.

Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities. Industry representatives will engage with you in explorations of change and emerging practice.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies

The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes.

Feedback will be given on all assessment tasks.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment