Postgraduate Certificate in Strategic Communication

Description
Strategic communication refers to the practice and study of the deliberate and purposive communication that organisations engage in to reach their goals. Organisations communicate strategically to change public opinion, promote public health, advance human rights, attract new volunteers, convince employees to embrace a change initiative, manage crises, and promote their “brand”, among many other things. This course will explore strategic communication scholarship about key issues that organisations must tackle (e.g., transparency, accountability, and identity). The course connects theories to real-life case studies and puts particular emphasis on ethical strategic communication practice.

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

1. Explain key theoretical concepts and theories underpinning strategic communication research.
2. Apply strategic communication theories to case studies of organisations’ strategic communication. 
3. Critically evaluate organisations’ strategic communication efforts. 
4. Identify and discuss ethical dimensions of organisational strategic communication. 
5. Critically evaluate the use of AI and emerging technologies in strategic communications. 

Description
To achieve strategic communication goals, organisations must engage with their publics. This course problematizes what “publics,” “audiences,” "partners” and “stakeholders” are. It focuses on research on audience engagement and response to strategic communication efforts, and it considers how organisations can move from unidirectional to two-way and dialogic models of communication. The course connects theories to real-life case studies and puts particular emphasis on ethical issues pertaining to equity, diversity and inclusion.

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

1. Explain key theoretical concepts and theories of strategic communication publics. 
2. Compare and critically evaluate competing communication models underpinning research on publics. 
3. Apply strategic communication theories to case studies of publics’ response to and engagement with strategic communication efforts and initiatives. 
4. Identify and discuss ethical dilemmas around equity, diversity, and inclusion.

Description
This is a course about planning media campaigns that focuses on how data analysis underpins decisions about goals, objectives, publics, and campaign strategies. The course will discuss campaigns’ purposes and effects and document the key processes involved in developing a campaign plan. Students will develop practical skills as they create an in-progress report about a campaign that they are preparing for a client.

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

1. Identify the key processes involved in developing a campaign. 
2. Describe how data analysis informs campaign planning. 
3. Create campaign goals and objectives. 
4. Develop and pitch campaign strategies. 
5. Critically evaluate ethical issues in data use and data analysis. 

Description
This is a course about planning media campaigns that focuses on the development of campaign messages, the selection of appropriate tactics, and ethical issues involved in campaign development. Students will apply knowledge and skills developed through the course to present a campaign pitch to a client. The course will also introduce students to various debates about and methods for evaluating campaigns.

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

1. Identify the key processes involved in developing and implementing a campaign. 
2. Select and justify specific campaign tactics. 
3. Develop and pitch campaign messages and tactics to a client. 
4. Critically evaluate ethical issues in campaign development. 
5. Select appropriate methods to evaluate a campaign.