Course Title: Communication Strategy and Planning

Part A: Course Overview

Course Title: Communication Strategy and Planning

Credit Points: 12.00

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,
Sem 1 2018,
Sem 1 2019,
Sem 1 2020,
Sem 2 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 2 2022,
Sem 1 2023,
Sem 2 2023,
Sem 1 2024,
Sem 2 2024

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,
Offsh3 18,
Offsh3 19,
Offsh3 20,
Offsh3 21,
Offsh3 22,
Offsh1 23

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,
Viet3 2017,
Viet1 2018,
Viet2 2018,
Viet3 2018,
Viet1 2019,
Viet2 2019,
Viet3 2019,
Viet1 2020,
Viet2 2020,
Viet3 2020,
Viet1 2021,
Viet2 2021,
Viet3 2021,
Viet1 2022,
Viet2 2022,
Viet3 2022,
Viet1 2023,
Viet2 2023,
Viet3 2023,
Viet1 2024,
Viet2 2024,
Viet3 2024,
Viet1 2025

COMM2623

Melbourne transfer to Vietnam

Undergraduate

345H Media and Communication

Face-to-Face

 Sem 1 2016

COMM2765

RMIT Vietnam Hanoi Campus

Undergraduate

345H Media and Communication

Face-to-Face

 Viet1 2020,
Viet3 2020,
Viet1 2021,
Viet3 2021,
Viet1 2022,
Viet2 2022,
Viet3 2022,
Viet1 2023,
Viet2 2023,
Viet3 2023,
Viet1 2024,
Viet2 2024,
Viet3 2024,
Viet1 2025

Course Coordinator: Shima Saniei

Course Coordinator Phone: +61 3 9925 1721

Course Coordinator Email: shima.saniei@rmit.edu.au

Course Coordinator Location: Building 9

Course Coordinator Availability: By arrangement- please email course coordinator


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

If you are enrolled in BP223 Bachelor of Communication (Public Relations) should have satisfactorily completed COMM2689 Public Relations Essentials: Concepts and Practice before you commence this course.

If you are enrolled in BP222 Bachelor of Communication (Professional Communication) should have satisfactorily completed COMM1161 Foundations of Public Relations before you commence this course.

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.


Course Description

This course will introduce you to strategic communication planning, including theory, concepts, and practices. Using a case study approach, you will analyse how strategic planning is applied across various communication and public relations specialisations, and gain insights into the efficacy of a range of strategic approaches. It will give you insight into how strategic communication 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 environment.


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

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

 

For students enrolled in the Bachelor of Communication (Public Relations) (BP223), 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 judgement 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 


Course Learning Outcomes

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

  1. Engage with different theoretical approaches to strategic public relations planning, giving consideration to the broader social and business context and ethical considerations.
  2. Analyse and map a client situation using the tools introduced in the course.
  3. Consider strategic approaches and requirements in different specialisms of communication and public relations.
  4. Consider strategic approaches and requirements in different specialisms of communication and public relations.


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.

Melbourne and Singapore

Assessment Task 1: Case Study and Questions 25%, CLO1, CLO3

Assessment Task 2: Written Analysis and Critique 30%, CLO1, CLO2

Assessment Task 3:  Strategic Communication Plan, 45%, (Group) CLO1, CLO2, CLO3, CLO4 (Pitch Deck 25% Presentation 15%)"

Vietnam

Assessment Task 1: Stakeholder Analysis, 50%, CLO1, CLO2

Assessment Task 2: Communication Plan, 50%, CLO1, CLO2, CLO3, CLO4

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 Equitable Learning Services 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