CMNS2530
10 units
2000 level
Course handbook
Description
This course will provide students with an understanding of the fundamental communication and relational concepts and processes that underpin strategic communication and public relations strategy. The course focusses on organisational communication behaviour and strategic engagement with key publics, and the role of strategic communication within an organisation. Using a problem-based learning approach, students will work collaboratively to identify, analyse and address real-world communication issues. Students will develop strategic responses that are underpinned by relevant theoretical, ethical and legal frameworks.
Availability2024 Course Timetables
Singapore PSB
- Trimester 1 - 2024 (Singapore)
Newcastle City Precinct
- Semester 2 - 2024
Learning outcomes
On successful completion of the course students will be able to:
1. Explain key concepts of strategic communication, stakeholders and publics in an organisational context;
2. Assess the strengths and weaknesses of key theories in underpinning and informing approaches to contemporary practice;
3. Identify key issues and trends in strategic organisational communication practices and effectively communicate research outcomes;
4. Develop strategic responses that conform with the ethical and legal dimensions of organisational communication.
Content
Topics will include:
- Key concepts of communication and public relations strategy
- Thematic engagement through the examination of organisational communication for key publics such as media relations, employee relations, community relations/CSR; and other stakeholder relations.
- Developing strategic responses to identified communication issues that are underpinned by public relations theory and comply with legal and ethical standards for organisational communication.
- Developing applied communication skills needed to produce strategic public relations materials in an organisational context.
Requisite
If you have successfully completed CMNS3530 you cannot enrol in this course.
Assumed knowledge
Completion of all 1000 level courses within the Bachelor of Communication and CMNS2140 Principles of Public Relations.
Assessment items
Online Learning Activity: Learning and Project Journal
Tutorial / Laboratory Exercises: Tutorial Activities
Presentation: Organisational Communication Analysis
Report: Strategic Communication Response
Contact hours
Trimester 1 - 2024 (Singapore) - Singapore PSB
Lecture-1
- Face to Face On Campus 1 hour(s) per week(s) for 12 week(s)
Tutorial-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s)
Semester 2 - 2024 - Newcastle City Precinct
Lecture-1
- Face to Face On Campus 1 hour(s) per week(s) for 8 week(s) starting in week 1
Tutorial-1
- Face to Face On Campus 1 hour(s) per week(s) for 6 week(s) starting in week 8
Tutorial-2
- Face to Face On Campus 2 hour(s) per week(s) for 6 week(s) starting in week 2
Course outline
- CMNS2530 - Semester 2, 2023 (Newcastle) (PDF, 228.1 KB)
- CMNS2530 - Trimester 1, 2024 (Psb) (PDF, 329.0 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.