APG5366 - Strategic communications in a digital era - 2019

6 points, SCA Band 1, 0.125 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.



Organisational Unit

School of Media, Film and Journalism

Chief examiner(s)

Dr Mugdha Rai


Dr Mugdha Rai

Unit guides



  • Second semester 2019 (On-campus block of classes)


This unit develops knowledge and skills in strategic communications across public, private and non-profit sectors. In today's world, everyone from politicians, to business leaders, to environmental and human rights groups, look to the fields of communications and media to advance their strategic aims and goals. In a digitally-integrated era, the technologies of global communications are increasingly in everyone's hands.

In this unit students draw on case studies, best practice and scholarly research to examine the diverse strategies employed by different actors and organisations to gain public attention and pursue their strategic communication goals, both via digital and traditional communication technologies. Particular emphasis is given to the complexities of designing effective communication strategies alongside distinct ethical considerations that are critical to professional communications.


Upon successful completion of the unit students will be able to:

  1. Identify and critically analyse the core concepts and theories of strategic communication across public, private and non-government sectors;
  2. Identify and critically evaluate different communications strategies in terms of their goals and effectiveness;
  3. Assess the distinct ethical considerations that apply to strategic communications practice;
  4. Think critically and conceptually in relation to local and global practices of strategic communications in the digital era;
  5. Apply critical thinking skills to practical cases in the field of strategic communications;
  6. Demonstrate advanced communication, research and analytical skills


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

See also Unit timetable information

This unit applies to the following area(s) of study

Master of Strategic Communications Management