Course Title: Communication Management: Theory and Practice

Part A: Course Overview

Course Title: Communication Management: Theory and Practice

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 2 2006,
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 2018,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020,
Sem 1 2021,
Sem 1 2022,
Sem 2 2022,
Sem 1 2023,
Sem 2 2023


City Campus


345H Media and Communication

Face-to-Face or Internet

Sem 2 2021

Course Coordinator: Dr Mark Poole

Course Coordinator Phone: please email

Course Coordinator Email:

Course Coordinator Location: Building 9, Level 5

Course Coordinator Availability: Appointment via email

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course introduces you to the theoretical frameworks and professional practice of communication management in the public and private sector (business, government, non-government and civil society).

You will examine the history, development and process of communication, and the major areas of communication practice. You will also examine a range of specialised communication practices, including finance, health, science, infrastructure development, community development and disaster management. A focus of the course will be on the plans required to communicate strategically and responsibly in the contemporary and dynamic socio-economic environment, across different sectors, stakeholders and cultural contexts.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

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

  • Effectively and professionally communicate your ideas to specialist and non-specialist audiences.
  • Critically reflect on your work to demonstrate autonomy, good judgment and ethical responsibility. 

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

  1. Examine and interpret the major principles and theories of communication management.
  2. Critically discuss the application of principles and practices of communication across a variety of environments, including business, government, non-government and civil society.
  3. Compare and contrast specialist communication practices in local and international contexts.
  4. Identify the requirements of stakeholders and develop communication plans to address specific stakeholder needs in an ethical and responsible manner.
  5. Critically reflect upon communication plans and identify strengths and opportunities for improvement.

Overview of Learning Activities

You will be engaged in learning that involves a range of activities both face-to-face and online such as workshops, tutorials, group and class discussion, class activities and individual research.

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 Communication 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. Assessment may include presentations, projects and may be done individually and in teams. 


Assessment Tasks 

Assessment Task 1: Issue analysis and case study, 45% CLO1 and CLO3 

Assessment Task 2: Interview and Report, 30%, CLO2 and CLO3 

Assessment Task 3: Media Management / Content Calendar, 25%, CLO4 and CLO5 


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 Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.