Organisational Storytelling: Producing Earned and Owned Media (12083.1)
| 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 & Communication | Level 1 - Undergraduate Introductory 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) |
Learning outcomes
Upon successful completion of this unit, students will be able to:1. Analyse the strategic and ethical use of storytelling by organisations to achieve their goals, manage their reputation and maintain stakeholder relationships;
2. Apply theoretical knowledge and professional communication skills to create compelling content that aligns with an organisation¿s strategic objectives, voice and identity;
3. Collaborate to evaluate, revise, and publish high-quality stories and materials across a range of print and digital platforms; and
4. Develop media strategies and communication materials to engage with journalists, influencers, and key opinion leaders to gain earned media.
Graduate attributes
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills1. UC graduates are professional - communicate effectively
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 - display initiative and drive, and use their organisation skills to plan and manage their workload
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - use Indigenous histories and traditional ecological knowledge to develop and augment understanding of their discipline
Prerequisites
None.Corequisites
None.Incompatible units
None.Equivalent units
None.Assumed knowledge
None.| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2026 | Bruce, Canberra | Semester 1 | 16 February 2026 | On-campus | Ms Prue Robson |
| 2027 | Bruce, Canberra | Semester 1 | 15 February 2027 | On-campus | Ms Prue Robson |
Required texts
Required and recommended readings will be listed on UCLearn (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 UCLearn (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:
- the Unit Convener has authorised GenAI use for that assessment
- the student uses GenAI in the way that the assessment instructions allow
- 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
Each week, this unit features a 3-hour workshop where you will actively create organisational stories and produce content that will be directly used in your assessments. Missing these sessions will make it challenging to succeed in the unit and may significantly impact your learning experience. These workshops provide valuable hands-on practice, peer feedback, and instructor guidance, all of which are essential to developing the skills needed for professional content creation. Therefore, regular attendance is strongly encouraged to ensure you get the most out of this unit.
Required IT skills
To participate effectively in this unit, you should have basic word processing, internet, photography, and multimedia skills. While some practical skills will be developed as part of the unit learning experience, having these foundational IT skills will help you engage with the coursework more effectively and enhance your overall learning experience.
Work placement, internships or practicums
None
