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ALR104 - Strategic Communication and Writing

Year:

2021 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Waurn Ponds (Geelong), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Ross Monaghan
Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

Nil

Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

Burwood and Waurn Ponds Campus: 1 x 1-hour class per week, 1 x 2-hour seminar per week

Waterfront Campus: 1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Online independent and collaborative learning activities including, 1 x 1-hour recorded class per week, 2-hour online seminar per week

Content

This unit develops foundation skills and knowledge required for understanding public relations as a strategic and communications function within organisations. Students will learn how to conduct effective research to solve public relations problems and develop written tactics for traditional and new media channels that encourage mutual understanding between organisations and their publics. Concepts and applied learning in this unit will be relevant to all students interested in the way businesses, public sector bodies and NGOs communicate within complex and changing social contexts and an increasingly networked and digital society. 

 

These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes

ULO1

Demonstrate understanding of various communication theories through application to persuasive and informational strategic communication projects

GLO1: Discipline-specific knowledge and capabilities

ULO2

Identify relevant information drawn from secondary research and desktop research to prioritise and construct key messages

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving

ULO3

Apply a writing process to develop key messages into strategic communication tactics to support clearly defined objectives

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving

ULO4

Write clear and consistent strategic communication tactics in a tone and style appropriate for a specified audience and media channel

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO5

Edit and evaluate written strategic communications tactics

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

These Unit Learning Outcomes are applicable for all teaching periods throughout the year

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 (Individual) - Quiz 800 words or equivalent 20% Week 4 & 6
Assessment 2 Group - Research and writing project 1600 words or equivalent 40% Week 11
Assessment 3 (Individual) - Portfolio 1600 words or equivalent 40% Week 8

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: ALR104 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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