Master of Strategic Communications Management - 2019

The Master of Strategic Communications Management provides students with professional skills, specialist knowledge and key capabilities relevant to career pathways in a wide range of strategic communication related fields. This industry focused degree develops core competencies in critical areas of advocacy and persuasion, public relations and crisis communications, audience research and data analytics which can be applied to the government, corporate, not-for-profit and community sectors. Taught by a combination of leading academics and practitioners in the field, students can also choose to develop deep knowledge in key elective fields including policy communication, health communication, sports communication and communication for social change and development.

These course outcomes are aligned with the Australian Qualifications Framework level 9 and Monash Graduate AttributesAustralian Qualifications Framework level 9 and Monash Graduate Attributes (http://monash.edu/pubs/handbooks/alignmentofoutcomes.html).

Upon successful completion of this course, it is expected that you will be able to:

1. Understand and analyse the possibilities, challenges and impact of strategic communication;
2. Critically interpret and evaluate secondary literature in the field of study, and the key texts and cultural products pertaining to strategic communication;
3. Apply advanced reading, communication and analytical skills, both written and verbal;
4. Apply a variety of research methodologies to real world problems of communication management, and develop effective solutions within an ethical framework;
5. Enter professional practice equipped with industry relevant specialist skills that demonstrate intercultural and global competence in a world of constant technological and social change.

The course is structured in four parts: Part A. Foundation studies, Part B. Strategic Communication reach and focus, Part C Collaboration and Innovation and Part D Elective Clusters. Depending upon prior qualifications, you may receive credit for Part A or Part D or both. Note that if you are eligible for credit for prior studies you may elect not to receive the credit.

Part A. Foundation studies (12 points)

These studies provide you with an introduction to strategic communications management.

Part B. Core study: Strategic communication reach and focus (36 points)

These studies draw on best practices within the broad realm of strategic communications studies practice and research to further students understanding of strategic communications management both locally and globally. Studies focus on the challenges posed and how communication management can play a key role in influencing and ensuring globalisation and increasing levels of cross-cultural exchange.

Part C. Collaboration and innovation (24 points)

As tomorrow's leaders, our students will develop a suite of transferable professional skills to respond effectively to pressing strategic communications issues. Students will learn the skills to engage necessary stakeholders to allow them to effectively formulate, influence and evaluate communication practices in a variety of professional contexts. The focus of these studies is professional or scholarly work that can contribute to a portfolio of professional development. Students will have the skills to work together to analyse and, identify best practices and understand and evaluate their transferability, and develop innovative and impactful solutions with real world applications.

Part D. Advanced expertise: Elective streams (24 points)

Elective cluster units enable students to further their knowledge of their chosen focus, or strategic communication management more broadly.

The course comprises 96 points structured into three parts: Part A. Foundations studies (12 points), Part B. Strategic communication reach and focus (36 points), Part C. Collaboration and innovation (24 points) and Part D. Elective clusters (24 points).

• If you are admitted at entry level 1 you must complete 96 points, comprising Part A, Part B, Part C and Part D.
• If you are admitted at entry level 2 you must complete 72 points, comprising Part B, Part C and Part D.

Note 1: If you are eligible for credit for prior studies you may elect not to receive the credit and complete the higher credit-point option.

Note 2: Students admitted to the course at entry level 2 complete 12 points only in Part D.

The [http://www.monash.edu.au/pubs/2019handbooks/maps/map-a6030.pdfhttp://www.monash.edu.au/pubs/2019handbooks/maps/map-a6030.pdf (http://www.monash.edu.au/pubs/2019handbooks/maps/map-a6030.pdf)[course progression map] provides guidance on unit enrolment for each semester of study.

Units are 12 points unless otherwise stated

Part A Foundation study (12 points)

You must complete:

• APG5365 Principles of global communications (6 points)*

AND

• APG5471 Leadership in intercultural environments (6 points)

OR

• APG5470 Managing multicultural teams (6 points)

Part B Strategic communications reach and focus (36 points)

You must complete the following units:

• APG5366 Strategic communications in a digital era (6 points)*
• APG5367 Campaigns, advocacy and change (6 points)*
• APG5373 Engaging audiences (6 points)
• APG5374 Data analytics in communications (6 points)
• APG5380 Public relations in a global context (6 points)
• APG5381 Crisis communications and issues management (6 points)

Part C: Collaboration and innovation (24 points)

You must complete either a. and b. or c. or d:

a. One capstone unit from the following (12 points):

• APG5044 Professional Internship
• APG5369 Industry communications field school
• APG5742 Industry Project
• APG5856 Research Project

b. One discipline elective unit (12 points) from Part D (Option 1)

OR

c. Two capstone units (24 points) from the list above.

OR

d. The following research unit/s (24 points):

• APG5848 Research thesis (24 points) or APG5849 Research thesis A (12 points) and APG5850 Research thesis B (12 points)

Part D: Advanced Expertise: Elective Streams (24 points)

Students complete one area in which to specialise from the list below or complete the required points under the general studies stream. Students admitted to the course at entry level 2 complete 12 point only.

Public policy and political communication

• APG5101 Foundations of public policy
• APG5180 Policy and political communication (6 points)
• APG5103 Policy analysis and evaluation
• MPH5269 Foundations of health policy (6 points)
• MPH5260 Health policy and prevention in a global world (6 points)

Communication for social change and development

• APG5428 Environmental governance and citizenship (6 points)
• APG5628 Deconstructing development
• APG5229 Prosperity, poverty and sustainability in a globalised world
• APG5045 Gender and development
• APG5092 Human rights in global politics
• APG5073 Conflict, security and development
• APG5805 Project planning and management in international development
• APG5140 Guiding principles for professionals engaged in disasters and humanitarian crises
• ENS5510 Processes to influence change (6 points)
• ENS5520 Understanding human behaviour to influence change (6 points)
• ENS5020 Perspectives on sustainability
• APG4554 Resource evaluation and management (6 points)

Health communication

• APG5081Not offered in 2019 Public health ethics
• MPH5002 Foundations of health promotion and program planning (6 points)
• MPH5022 Foundations of health promotion and program planning (6 points)
• MPH5269 Foundations of health policy (6 points)
• MPH5260 Health policy and prevention in a global world (6 points)
• MPH5248 Primary health care and global health (6 pts)
• MPH5250 Women's and children's health: A global perspective (6 points)
• MPH5255 Health and human rights (6 points)

Sport communications (commencing 2020)

• APG5566Not offered in 2019 Strategic events management
• MKF5601 Social media marketing (6 points)
• MKF5926 Integrated marketing communication (6 points)

Management, leadership and entrepreneurship

• APG5104Not offered in 2019 Public management
• APG5433 Corporate sustainability management (6 points)
• MGF5020 Business ethics in a global environment (6 points)
• MKF5601 Social media marketing (6 points)
• MKF5926 Integrated marketing communication (6 points)
• APG5805 Project planning and management in international development
• APG4554 Resource evaluation and management (6 points)
• ENS5530 Leading change for sustainable development (6 points)

General studies

This enables you to tailor unit choices to suit your own interests or needs and may include one or more additional capstone units from Part C of the program.

Complementary Electives

Up to 24 points of approved units from the following Arts Graduate coursework programs. All units are available unless marked with an asterisk (*).

These units must be selected from Part B: Core Master's study and/or Part C: Advanced expertise in the following programs.

• A6001 - Master of Applied Linguistics
• A6002 - Master of Bioethics
• A6006 - Master of International Development Practice
• A6004 - Master of Cultural and Creative Industries
• A6008 - Master of Journalism
• A6009 - Master of Tourism
• A6010 - Master of International Relations
• A6012 - Master of International Sustainable Tourism Management
• A6028 - Master of Public Policy

You may exit this course early and apply to graduate with one of the following awards, provided you have satisfied the requirements for that award during your enrolment in this master's course:

• Graduate Certificate of Arts after successful completion of 24 credit points of study.
• Graduate Diploma of Arts after successful completion of 48 credit points of study.