Course Title: Communication Strategy and Planning

Part A: Course Overview

Course Title: Communication Strategy and Planning

Credit Points: 12


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2143

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

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

COMM2143

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2016,
Sem 1 2017

COMM2294

Singapore Inst of Management

Undergraduate

335H Applied Communication

Face-to-Face

Offsh 1 07

COMM2294

Singapore Inst of Management

Undergraduate

345H Media and Communication

Face-to-Face

Offsh 1 11

COMM2365

Hong Kong Management Associatn

Undergraduate

335H Applied Communication

Face-to-Face

Offsh 1 09

COMM2381

RMIT University Vietnam

Undergraduate

335H Applied Communication

Face-to-Face

Viet3 2009

COMM2381

RMIT University Vietnam

Undergraduate

345H Media and Communication

Face-to-Face

Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet1 2014,
Viet3 2014,
Viet1 2015,
Viet3 2015,
Viet1 2016,
Viet2 2016,
Viet3 2016,
Viet1 2017,
Viet2 2017

COMM2623

Melbourne transfer to Vietnam

Undergraduate

345H Media and Communication

Face-to-Face

Sem 1 2016

Course Coordinator: Ms Sandy Watson

Course Coordinator Phone: +61 3 9925 3146

Course Coordinator Email: sandy.watson@rmit.edu.au


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

BP223 students: Successful completion of COMM2689 PR Essentials: Concepts and Practice in Public Relations
BP222 students: Successful completion COMM1161 Foundations of Public Relations

OR

Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information: http://www.rmit.edu.au/browse;ID=x94or0ccuu7k


Course Description

This course will introduce you to best practice in strategic communication management, including strategic planning theory, concepts and practices. Using a case study approach, you will analyse how strategic planning is implemented across the various specialisations within the PR industry and gain insights into the efficacy of a range of strategic approaches. It will give you insight into how PR planning sits within broader organisational, situational planning and some aspects of interdisciplinary planning, such as management or marketing strategies. You will examine a variety of frameworks and concepts used in strategic planning, including situation analysis techniques and agile planning tools which respond to the current dynamic PR environment.


Objectives/Learning Outcomes/Capability Development

Course Learning Outcomes

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

  • Synthesise different theoretical approaches to strategic PR planning (e.g. ROPE), giving consideration to the broader social and business context.
  • Analyse and map a client situation using the tools introduced in classes.
  • Compare and contrast different strategic approaches and requirements in different specialisms of public relations.
  • Articulate creative, well-structured and relevant responses to PR project briefs.
     


Program Learning Outcomes

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

  • Discuss and analyse how public relations concepts are used in public and private sector practice.
  • Develop a critical perspective about public relations in both local and international contexts.
  • Demonstrate creativity and innovation when identifying and solving problems in diverse contexts within public relations.

For students enrolled in the Bachelor of Communication - Professional Communication (BP222), you will develop the following program learning outcomes:

  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.
  • Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the professional communication field


Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.


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 public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/pr

The Library provides guides on academic referencing: http://www.rmit.edu.au/library/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. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

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 Policy