Master of Strategic Communication

Description
Qualitative research is a creative, adaptable form of inquiry that allows strategic communication professionals to explore and gain in-depth understandings of unique, local human experiences and social and communication practices. This course uses experiential learning to enable students to explore how qualitative methods such as interviews and focus groups can shed light on strategic communication issues. It also introduces students to thematic data analysis as a strategy for analysing qualitative data as well as data management tools such as NVivo. Because the researcher is the “instrument” of data collection and analysis, the course also invites students to reflect on their own positionality as researchers and identify ethical issues in qualitative research.

Learning outcomes
On completion of the course, it is expected that learners will be able to: 

1. Develop interview and focus group questions.  
2. Conduct interviews and focus groups that will enable them to investigate strategic communication issues in an ethical way.  
3. Apply foundational skills in qualitative data analysis. 
4. Reflect on their own positionality as researchers and how this shapes data collection and analysis.  
5. Identify and manage ethical issues in qualitative data collection and analysis.  

Description
Strategic communication often relies on analysis of quantitative data. Public communication, your Netflix movie recommendations, or targeted advertisements on social media all rely on making sense of data. This course introduces you to basic skills in survey development and statistical analysis. This course aims to provide students with practical experience analysing, interpreting and communicating quantitative data. 

Learning outcomes
On completion of the course, it is expected that learners will be able to: 

1. Develop survey questions to gain data that could inform an organisation’s strategic communication. 
2. Choose and carry out an appropriate statistical analysis for given hypotheses and data. 
3. Recognise and apply data ethics principles, including principles of the Māori governance data model, indigenous perspectives, and lived realities, within quantitative data analysis. 
4. Communicate quantitative data convincingly. 

Description
In today’s digital and interconnected world, organisations face crises that can shape their reputations, stakeholder trust, and long-term viability. This course provides students with the theoretical foundations and practical skills necessary to manage crises effectively. Students will explore crisis typologies, strategic response models, media relations, stakeholder communication, and ethical considerations in crisis management. Through case studies, real-world simulations, and expert insights, students will learn how to analyse crises, develop strategic responses, and implement effective communication strategies across various platforms.

Learning outcomes
On completion of the course, it is expected that learners will be able to: 

1. Define and differentiate crises, issues, and reputation threats in strategic communication.
2. Analyse crisis situations using theoretical frameworks and historical case studies.
3. Develop a comprehensive crisis communication plan, including key messages, stakeholder engagement, and digital response strategies.
4. Apply strategic messaging to different crisis scenarios through media relations, press releases, and social media responses.
5. Assess the ethical and legal considerations in crisis communication, including cultural sensitivity and corporate responsibility.
6. Evaluate the role of leadership, organisational culture, and corporate reputation in crisis prevention and response.
7. Engage in real-time crisis simulations to practice decision-making, message development, and response tactics.
8. Critically examine crisis response effectiveness using metrics, media analysis, and public sentiment.

Description
This course builds knowledge and skills in the theory and practice of strategic leadership communication. With a focus on internal strategic communication issues such as change management, workplace polarization, and lack of employee voice, students learn to analyze and foster authentic, collective, and collaborative forms of leadership communication. The course compares research on leadership communication with selected leadership theories and applies them to case studies. Students will use their theoretical toolkit to evaluate how collaborative methods shape communication dynamics. 

Learning outcomes
On completion of the course, it is expected that learners will be able to: 

1. Explain key concepts, frameworks, and theories of leadership and leadership communication.
2. Apply and justify how they use specific leadership and leadership communication theories to analyse strategic leadership communication.
3. Critically evaluate leadership methods for fostering collaborative team and group practices. 

Description
This course equips graduate students - whether launching, pivoting, or advancing their careers - with the tools and insights needed to thrive in the dynamic field of strategic communication. Through career mapping, hands-on workshops, industry guest speakers, and applied projects, students will develop essential skills in job searching, networking, and long-term career planning. The course explores diverse pathways in corporate communication, public relations, consulting, government, non-profit, and digital media. By the end, students will have a personalized career strategy, a professional branding portfolio, and the confidence to navigate and excel in their chosen field. 

Learning outcomes
On completion of the course, it is expected that learners will be able to: 

1. Assess their professional strengths, skills, and career goals in strategic communication.
2. Analyse diverse career paths, industries, and roles in strategic communication.
3. Develop a strategic job search plan, including resume building, networking, and interview preparation.
4. Create a professional digital presence, including LinkedIn optimization and personal branding.
5. Analyse trends in strategic communication employment, including consulting, agency work, corporate, government, and freelance opportunities.
6. Develop key workplace skills, including leadership, negotiation, and professional communication.
7. Engage with industry professionals, gaining insight into the challenges and opportunities in different career paths.
8. Create a long-term professional growth plan, incorporating continued learning and career development strategies.

Description
This course offers an advanced examination of marketing practices on the Internet. It draws specific attention to the role of online, mobile, and social media marketing techniques on contemporary business practices. The course prepares learners for using digital marketing platforms and decision making in the modern workplace. You'll learn through a combination of theoretical study and hands on experience with online tools, such as Google Analytics. Concepts will be drawn from a variety of sources to help understand how the Internet can be used as not only a communication tool, but also a medium of exchange and engagement. Theories and concepts will be drawn from a variety of sources to aid in your understanding of the role the Internet plays in organisations' marketing endeavours. The course extends the existing marketing offerings by going into far greater depth with online and digital media.

Learning Outcomes
On completion of the course, it is expected that learners will be able to: 

1. Describe and apply the core concepts associated with digital marketing.
2. Utilise popular online marketing platforms, such as Google Ads and Google Analytics, to make business decisions.
3. Critique the impact of digital marketing on business decision making and on business outcomes.
4. Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation.
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific initiatives, or other culturally relevant cases and apply this to the digital marketing world.
6. Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.

This course is part of our online Postgraduate Certificate in Digital Marketing.

Description
This course aims to increase learners’ expertise in social media marketing and content creation. It focuses on key areas such as developing effective social media strategies, creating engaging content, and leveraging social media analytics for business success. The goal is to provide learners with techniques to build communities and drive engagement whilst effectively measuring the success of both paid and organic campaigns. By covering these key topics, the course seeks to enable learners to develop and execute effective social media and content creation strategies in today's dynamic and competitive digital landscape.

Learning Outcomes
On completion of the course, it is expected that learners will be able to: 

1. Discuss the role of social media in modern marketing and the significance this can play for brands.
2. Develop skills in creating and curating engaging content for social media platforms, along with exploring the technologies available for content creation.
3. Explore and analyse how to build, maintain and manage social media presence, along with the importance this plays within a wider brand communications strategy.
4. Measure and analyse the effectiveness of social media marketing efforts, from both a paid and organic perspective by understanding key metrics and how these can be optimised to drive success.
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific Initiatives, or other culturally relevant cases to create culturally responsive social media content.
6. Develop strategic social media marketing plans tailored to specific business objectives whilst optimising effectiveness.
7. Evaluate the risks of social media marketing and content creation. 

This course is part of our online Postgraduate Certificate in Digital Marketing.

Description
This course requires students to produce (1) portfolio plan, (2) a portfolio of work in applied communication and (3) a personal reflection. Taken together, this work demonstrates an advanced applied strategic communication capability in relation to one or more fields of strategic communication. The course will be taught through a combination of supervised independent work, work-integrated learning and workshops.

Learning outcomes
On completion of the course, it is expected that learners will be able to: 

1. Independently plan and execute advanced-level projects in applied communication.
2. Evaluate difficult and novel communicative problems that challenge public, organisational or community goals. 
3. Develop innovative or creative responses or solutions to communicative challenges. 
4. Show command of specialist skills and knowledge in strategic communication. 
5. Strengthen their identity and values as a communication professional through critical reflection.