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Strategic Communication Research and Planning (11105.1)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications


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Unit Outlines

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  • Semester 1, 2020, ON-CAMPUS, BRUCE (193904) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (184492) - View

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All communications programs - whether local community or public engagement initiatives, global corporate campaigns, advocacy or political campaigns - evolve from the identification of goals to the development of creative and strategic responses to achieve these goals. This unit guides you through this process, starting with the basics of research and understanding context and issues and moving through to the strategic and creative responses communicators must craft in order to reach culturally, politically and socially diverse audiences.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Identify and apply key elements of strategic planning, from program development to campaigns;

2. Demonstrate a conceptual and practical understanding of the fundamentals of research and consultation processes that can inform strategy development; and

3. Critique the role of professional communication in community engagement, public participation and democratic engagement.

Assessment Items

Contact Hours

One 1 hour lecture and one 2 hour interactive workshop on-campus per week.


24 credit points from ARB101 Bachelor of Communication and Media (Corporate and Public Communication) OR 6 credit points from SM0006 Corporate and Public Communication Major.



Assumed Knowledge


Incompatible Units


Equivalent Units

9038 Public Relations Strategy: Issues and Crisis Management

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