Course Title: Strategic Planning

Part A: Course Overview

Course Title: Strategic Planning

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2008


City Campus


345H Media and Communication


Sem 1 2010,
Sem 1 2016

Course Coordinator: Mr Russell Kerr

Course Coordinator Phone: +61 3 9925 1243

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

None. This is a postgraduate course in the School of Media and Communication

Course Description

This is an optional course in the Design Management major of the Master of Communication Design. It provides an introduction to the theory and practice of strategic planning and to ways in which strategic communication practice intersects with communication design practice. You will analyse commercial environments focusing on aspects such as organisational vision, mission and values statements, as well as identity and branding. The course will explore a range of practical aspects and implications of interdisciplinary thinking and collaboration, in order to strategically position and creatively communicate an organisation’s products, services or messages.

Objectives/Learning Outcomes/Capability Development


You will develop the following program capabilities in this course:

  • recommend ways to integrate the principles of client service provision and strategic planning, with contemporary advertising and marketing practices
  • solve problems and manage the design process for successful outcomes, both individually and as a collaborative interdisciplinary team member
  • research, devise and present communication design strategies and solutions, based on investigation of market sectors and industry trends
  • assess your ongoing design practice as a reflective, professional practitioner with a global outlook.

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

  • interpret and explain relevant strategic communication theories and issues that impact on the communication design profession
  • collaborate to develop and express (visually and in writing) an achievable, interdisciplinary strategic plan that is relevant to an organisation
  • reflect upon and discuss the implications of interdisciplinary thinking and collaboration in the development and presentation of a strategic plan.

Overview of Learning Activities

The course will either take a blended learning approach in its delivery with face to face lectures and tutorials and online resources or full online delivery with digital lectures, online discussion and independent research (see Part B for details). You will be actively engaged in learning that involves a range of activities including lectures, tutorials, group and online class discussion, group activities and individual research

Overview of Learning Resources

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

Overview of Assessment

Assessment will cover both theoretical and practical aspects of your learning. You will be able to develop your work in relation to your own specific areas of interest in your professional practice. Assessment will occur during the course and at the end of the course. Methods may include any combination of assessment tasks such as reports, group work, presentations and critiques. Due dates for assessment will be negotiated with students in the first week of the teaching period