Strategic Communication Research and Planning (11105.1)

Please note these are the 2026 details for this unit
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Strategic Communication Research and Planning
Available teaching periods Delivery mode Location
View teaching periods On-campus
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Arts And Communications Level 2 - Undergraduate Intermediate Unit Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
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.


Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas


Prerequisites

11103 Corporate and Public Communication Foundations

Corequisites

None.

Incompatible units

None.

Equivalent units

9038 Public Relations Strategy: Issues and Crisis Management

Assumed knowledge

None.
Availability for enrolment in 2026 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Ms Prue Robson
2026 Bruce, Canberra Semester 1 16 February 2026 On-campus Ms Prue Robson
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Required textbook:

Mahoney, J. (2023). Strategic communication (3rd ed.). Taylor & Francis

Additional required readings will be listed on the UC Learn (Canvas) site and are available from the library via the Reading List link on Canvas.

Submission of assessment items

Extensions & Late submissions

Artificial Intelligence
Students are permitted to use generative artificial intelligence (GenAI) as indicated in the assessment instructions on UC Learn (Canvas) for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

  1. the Unit Convener has authorised GenAI use for that assessment
  2. the student uses GenAI in the way that the assessment instructions allow
  3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for Students Library Guide provides further information, including how to reference GenAI.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

It may be difficult to pass the unit without regular attendance at tutorials as this unit involves group work which will be done during class time.

Required IT skills

None

In-unit costs

The campaign research proposal posters for Assignment 2 will be printed in-house via UC's Workshop 7 facilities, with a small printing cost of $10–$20 per poster. Specific printing deadlines, costs and processes will be confirmed on Canvas.

Work placement, internships or practicums

None

Next step

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