MMD7031 - Strategic Communication

Objectives:

On successful completion of the module, students will be able to:
Appraise the role of corporate communications
Evaluate issues that might impact on an organisation’s survival
Critically analyse previous crisis situations in established organisations
Apply communication skills needed in crisis planning
Create a Crisis Communication Plan for an organisation

Content:

The role of communication has expanded to meet a variety of new challenges and responsibilities. Fragmented audiences and emerging technologies require that the traditional communication model be re-examined. The communication professional must analyse audiences and understand the strengths and weaknesses of a variety of communication media and activities. The module aims to develop theoretical understanding and professional skills to facilitate the planning, implementation and management of communications strategies, in the local and international contexts.
Communication theory
Corporate communication strategies
Corporate communication functions
Managing image, identity and reputation
Managing corporate advertising
Managing media relations
Employee communications
Managing communications in a crisis

Learning and Teaching Information:

The module uses active learning workshops focusing on practical work-related issues. Students receive a learning package prior to the workshop to facilitate active participation. The management workshops give students practice in professional skills.

Lectures/workshops (online)
Hours: 21
Intended Group size: 25

Guided independent studies
Hours: 72
Intended Group size: 1

Tutorials/consultation
Hours: 7
Intended Group size: 25

Further details relating to assessment
The individual assignments and exam allow students to demonstrate, and be assessed on, the knowledge and skills they acquire during the module. The assignments place greater emphasis on argumentation and in-depth understanding, while the exam on a comprehensive cross-section of topics covered.

Do all individual components need to be passed to pass the module overall? Yes
Is this module exempt from condonement of marginal failure? Yes

Other relevant matters
All modules and on-line support features are available to all students following registration for their chosen programme of study.

Assessment:

001 Report 1000 words end of module 50%
002 Exam 60 minutes end of module 50%

Fact File

Module Coordinator - PRS_CODE=
Level - 7
Credit Value - 10
Pre-Requisites - NONE
Semester(s) Offered - S1

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