Course Title: Strategic Campaign Planning and Communication Management

Part A: Course Overview

Course Title: Strategic Campaign Planning and Communication Management

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 2 2015

Course Coordinator: Tracy O'Shaughnessy

Course Coordinator Phone: +61 3 9925 3155

Course Coordinator

Course Coordinator Location: 9.5.43

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


You should undertake COMM1183 Issues in PR Relations Practice at the same time as this course as it contains areas of knowledge and skills which are implemented together in practice. COMM1183 is a co-requisite course.

Pre & Co-requisites

Note it is a condition of enrolment at RMIT that you accept responsibility for ensuring that you have completed the pre-requisite/s and agree to concurrently enrol in co-requisite courses before enrolling in a course.
For your information the RMIT Course Requisites policy can be found at:;ID=twx09y07zi1c

Assumed Knowledge

This course draws together the theory and skills you have developed in public relations through the Grad Dip in Public Relations or relevant work experience. For you to be successful in this course, it is strongly recommended that this course is taken at the end of the program.

Course Description

In this course you will have the opportunity to apply and enhance the knowledge and skills you have developed throughout this program to work with a client to develop a strategic communcation plan.  You will work as part of a team to assess client communcation needs and develop creative solutions for those needs. 

This is the designated Work Integrated Learning (WIL) course for GD075 Graduate Diploma in Public Relations. This course includes a work integrated learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/ or community is integral to your experience.

Objectives/Learning Outcomes/Capability Development

Program capabilities

In this course you will develop the following program capabilities:

  • forge mutually beneficial relationships and engagement between stakeholders/communities based on two-way communication
  • follow a critical approach to research, develop and implement strategic communication programs internally/externally
  • reflect on the broader socio-cultural, political and economic implications of pr and its role and responsibility
  • think critically, creatively and strategically in analysing problems and applying communication solutions in an ethical and responsible manner.

Learning outcomes

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

  • Implement the strategic planning processes utilised in public relations communication for a specific business client;
  • Critically analyse and discuss the elements of organisational communication models adopted in practice and their usefulness and applicability in various public relations situations and problems;
  • Work in teams to produce an achievable strategic plan relevant to a chosen organisation,
  • Critically analyse and address the limitations of both your team and the client organisation
  • Prepare and present a high-level proposal or ’client pitch’ to relevant audiences;

Overview of Learning Activities

This is a project based course where your learning is supported by a number of seminars and consultation sessions where you will get an opportunity to discuss your project with the lecturer.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.  This will include a detailed reading list.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program capabilities. Your assessment will be based on a team project that will be negotiated with the lecturer.

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.

An assessment charter ( summarises your responsibilities as an RMIT student as well as those of your teachers.

Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced in a single document:;ID=ln1kd66y87rc