Course Title: Managing a Communication Business

Part A: Course Overview

Course Title: Managing a Communication Business

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


Singapore Inst of Management


345H Media and Communication


Offsh1 18


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009


City Campus


345H Media and Communication


Sem 1 2010,
Sem 1 2015,
Sem 1 2016,
Sem 1 2017,
Sem 1 2018,
Sem 1 2019,
Sem 1 2020


RMIT University Vietnam


345H Media and Communication


Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet1 2014,
Viet2 2014,
Viet3 2014,
Viet1 2015,
Viet2 2015,
Viet3 2015,
Viet2 2016,
Viet2 2017,
Viet1 2018,
Viet2 2018,
Viet3 2018

Course Coordinator: Jeff Naqvi

Course Coordinator Phone: +61 3 9925 2746

Course Coordinator Email:

Course Coordinator Availability: Please email the Course Coordinator

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

This course is available to undergraduate students in the School of Media & Communication who have completed a minimum 96 credit points study. Students who have completed COMM2137 Client Relationships are not eligible to take this course.

Course Description

This course provides a theoretical and practical framework for managing a communication business, whether you’re in a small enterprise or a large organisation. This can apply to communication management in diverse fields of practice, including advertising, media, journalism or public relations. In this course you will look at management from the point of the initial research and planning for a business, to legal and financial issues, and to marketing and dealing with clients. You will consider communication business in market contexts, considering broader industry, economic and social trends.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcome

If you are enrolled in this course as an elective it will complement the learning outcomes you are developing in your program.

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

  • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.


Course Learning Outcomes

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

  • Identify and apply key financial and legal management principles for communication businesses
  • Undertake and implement strategic planning in the development of a communication business
  • Apply marketing principles relevant to communication businesses
  • Identify and reflect on economic and social factors that can affect a communication business

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:

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 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 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