Course coordinator
Dr Elena Block
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Communication & Arts School
COMU7301 examines strategic communication theories and best practice frameworks at a postgraduate level. Students are asked to develop research-based communication campaigns that aim to be ethical, socially aware and impactful. Weekly lectures and tutorials explore relevant theories, research methods and planning techniques that will be applied to real life communication problems. During tutorials students will develop the skills necessary to design strategic communication/public relations campaigns for a real life client. You will actively plan and mobilise various strategies and tactics to build relations, reputation and community. The aim is to communicate the client's message successfully to key publics through online and offline communication channels. The ultimate goal is to build and maintain meaningful and truthful multi stakeholder relationships in the context of fast moving and increasingly complex societies.
COMU7301 will provide you with the knowledge, tools and capabilities necessary to plan evidence-based communication campaigns and projects for public, private, and third sector organisations. Critical thinking, research, fact checking, and evaluation methods and frameworks will be applied to identify, craft, and advance the best communication and media strategies and tactics to help real-life clients manage effective and ethical stakeholder relations and brand reputation. Step by step you will learn to designﾠa strategic communication plan through, (a) researching the environmentﾠin which organisations and audiences operate; (b) understanding and analysing the culture, habits and preferences of relevant publics in an era marked by user- and AI-generated content and data, and misinformation/disinformation in complex settings; and (c) selecting the best media channels and platforms, and/or interpersonal communication tools to transmit compelling, socially aware,ﾠand meaningful messages.
Course requirements
Assumed background
This course is designed for graduate students, particularly those pursuing a Master of Communication. It is recommended that students without a background in communication or PR take COMU7103 (Public Relationsﾠand Professional Practice: Foundations) or equivalent first. It is assumed that you are equipped with critical thinking,ﾠ academic writing and referencing capabilities at a graduate level. It is also assumed that you are familiar with basic personal computer applications,ﾠsoftware packages andﾠdigital and social media platforms. You are encouraged to take advantage of short training programmes provided by the ﾠUQ Library,ﾠStudent Support,ﾠDigital Essential Modulesﾠ and, especially, theﾠ workshops in media production provided by the School of Communication and Arts's MaPSﾠteam (e.g. InDesign, Photography, Video and Audio production are recommended for this course). Please note thatﾠAPA 7thﾠreferencing styleﾠis required for COM7301ﾠassignments. More information on Blackboard. Contact the course coordinator to discuss any of these issues further.ﾠ
ﾠ
Incompatible
You can't enrol in this course if you've already completed the following:
SOSC1152, SOSC7301
Course contact
Course staff
Lecturer
Dr Elena Block
Tutor
Mr Anthony Biancotti
Ms Thu Luong Le
Mr Regan Neal
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Whilst every effort is made to place students in their preferred activity, it is not always possible for a student to be enrolled in their tutorial of choice. If you require assistance, please ensure that you email timetabling.commarts@enquire.uq.edu.au from your UQ student email with:
- Your name
- Your student ID
- The course code
- A list of three tutorial preferences (in order of preference)
- Reason for the change – e.g. timetable clash, elite athlete status, SAP
Teaching staff do not have access to change tutorials or help with timetables; all timetabling changes must be processed through the Timetabling Team.
Aims and outcomes
COMU7301 aims to equip students with a robust understanding of strategic communication practice with special focus on the development of evidence-based campaigns and projects. Research-based communication is essential in an era defined by public participation, traditional and emerging media communication technologies, the circulation of data, and the importance of fact checking in increasingly complex settings. You will critically explore discipline specific theories and research methods and professional frameworks for planning and evaluation that will equip you with the necessary skills to build and manage relations and communicate strategically, ethically, respectfully, and effectively with key stakeholder groups.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Explore, discuss, and apply theoretical and professional frameworks to real life communication cases, situations or problems; demonstrate knowledge of ethical and regulatory obligations linked with communication planning; and provide critical insights into contemporary trends, challenges and opportunities in the strategic communication/PR field and practice.
LO2.
Develop problem solving capabilities to work individually and in groups with integrity, vision and courage; analyse a client brief, its aims, context and challenges; specific communication needs, and main stakeholders involved; and conduct feasible research methods whose findings will inform the campaign planning process.
LO3.
Design meaningful, ethical, and effective strategic communication campaigns, programs or projects that propose: (a) clear goals and a holistic strategy; (b) 'SMART' objectives; (c) meaningful messaging; (d) culturally aware strategies and tactics to connect with relevant publics via interpersonal, community and digital communication techniques, tools and channels; and, (e) adequate evaluation methods that ensure that objectives are met.
LO4.
Analyse, write, and present cases, projects and campaigns critically, strategically, and ethically by effectively researching and using library, digital, and industry resources; academic referencing styles; relevant rubrics and frameworks; and basic statistical information and/or data analytics.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation, Reflection, Role play/ Simulation |
Applying Theory and Practice to Client's Brief
|
40% 1200-word case study + discussion board post |
4/04/2025 4:00 pm
Note: Submission date and PR example Discussion Board posting dates were postponed after weather event "Alfred" to help students complete their assignments effectively. Both tasks are part of the same assignments and marked using the same rubric (on Bb). |
| Paper/ Report/ Annotation | Situation Analysis & Research Proposal | 10% 1000 words |
15/04/2025 4:00 pm
The assessment was pushed back from 10/4 to 15/4/2025 due to weather event, giving students some extra time to complete the task before semester break. The Teaching team will try to mark and give feedback on research proposals as fast as possible for students/teams to proceed with their research. |
| Paper/ Report/ Annotation | Research Findings Report | 20% 1000 words |
12/05/2025 4:00 pm
The date was pushed back a few days (from 8/05 to 12/05 2025) after Alfred, giving students some extra time to display and explain their research findings and how these will be used as input to design or plan the strategic communication campaign. |
| Presentation |
Campaign Plan
|
30% 1500 words |
12/06/2025 4:00 pm
Pitch: In person during Week 13 tutorials (values 6 pts of the grade - marked within the same Assignment 4 rubric). Written Portfolio: Submit by 4 pm 12 June 2025 (pushed back 3 days, from 9 to 12 June 2025 after Alfred) to give students more time to complete their final campaign plans. |
Assessment details
Applying Theory and Practice to Client's Brief
- Online
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Reflection, Role play/ Simulation
- Weight
- 40% 1200-word case study + discussion board post
- Due date
4/04/2025 4:00 pm
Note: Submission date and PR example Discussion Board posting dates were postponed after weather event "Alfred" to help students complete their assignments effectively. Both tasks are part of the same assignments and marked using the same rubric (on Bb).
- Learning outcomes
- L01, L02, L04
Task description
This is an individual and 'authentic' task that consists of a 1200-word 'case study' in which students are expected to:
A. Develop a case study:
- Identify the selected client's communication need or issue and its importance (based on the brief presented by clients in week 3/4).
- Demonstrate proficient knowledge of key theories and frameworks that inform strategic communication/public relations.
- Identify and define, justify, and reference some of the theories and professional frameworks. You will situate and apply 1-3 theories (check recommended academic readings), and at least 1 professional framework (professional readings) that could be potentially applied to the client's communication need or 'issue' (e.g. Barcelona Principles 3.0, or "Global Capability Framework", or any of the Codes of Ethics see in classes). Students will make a case that proposes possible communication paths or strategies that may help the client solve their problem.
- The case study must include a minimum of 3 relevant academic resources (peer reviewed textbooks, academic journal articles, professional websites).
- The case study must include a real-life, communication/PR example/illustration (current - no older than 3 years) that is similar or relevant (in content or style) to the communication need or issue presented by the 'client'. This example wil help you illustrate and support your choice of theories and frameworks.
- It is important that students critically justify their choice of example and the way they used it to make their case about the client brief or the topic.
- Real life PR/communication examples may be found on the news media, on professional websites, or well-supported personal experience. Please try to avoid purely marketing/advertising cases unless they are relevant to the client’s case. Some interesting PR examples/cases will be provided on Blackboard in weeks 1-4 for guidance.
- We will practice this assignment in tutorials/workshops where we will compare the quality and accuracy of real life cases found via generative AI vs. cases found via traditional research (mainly via researching the academic and professional literature). Both, the academic literature and AI tools MUST be referenced if you use them in your assignment . A failure to reference AI and machine translation (MT) tools may constitute student misconduct under the Student Code of Conduct. You must not mention your client's organisation name in your prompts when you use AI as copyright and privacy issues may apply. Professionals should always protect their clients.
- All the material used in your case study, including AI or MT tools, MUST be referenced academically (APA 7th). A failure to reference AI and machine translation (MT) tools may constitute student misconduct under the Student Code of Conduct.
Important NOTE: Use a narrative style to write your case study (do NOT use dot points). You are making a case and advancing a proposition that will hopefully be helpful to your client.
B. Post to Discussion Board:
This task encourages digital engagement and discussion between students and teachers. To this aim, you are asked to:
- Post your selected real-life PR/communication case or example (similar or relevant to the client’s brief) with a brief explanatory comment on Discussion Board (Blackboard) justifying your choice (follow the thread created in week 3 to this purpose).
- You will write this post between weeks 4 and 6 client briefing sessions (preferably no later than two days before assignment 1 submission date) to receive feedback from the course coordinator/tutors. The course coordinator will personally reply to your posts with a brief comment to approve or disprove the example with additional recommendations if necessary.
- This specific task is worth 5 pts via specific rubric inside the the overall assignment marking criteria.
- This assignment is the first step to design an effective strategic communication campaign or project. Understanding the client's communication need/issue, applying theory and frameworks, and identifying similar cases (in specific topic or style) is an important and critical part of the task that will equip you with problem solving skills.
Submission guidelines
Discussion board post: Via Blackboard.
Case study: Submit via TurnItIn on Blackboard.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course, you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Situation Analysis & Research Proposal
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 10% 1000 words
- Due date
15/04/2025 4:00 pm
The assessment was pushed back from 10/4 to 15/4/2025 due to weather event, giving students some extra time to complete the task before semester break. The Teaching team will try to mark and give feedback on research proposals as fast as possible for students/teams to proceed with their research.
- Learning outcomes
- L01, L02, L03, L04
Task description
You will write a short Report developed either individually OR in groups of maximum four members. If you decide to work in groups, you will continue to work with the same group for the rest of the semester. Please note the instructions below:
- Email both your tutor and the course coordinator to report your decision of working individually or in groups, including your name and the full names of all team members. You will also indicate your selected client. Groups will be formed from week 4 onwards.
- If you work in groups, you should fully commit to work with professionalism, executing allocated tasks in time, always with respect towards your teammates.
- ALL students (even those working individually) will self-enrol in a Blackboard group (more instructions on this task via Bb).
- The team will submit just one paper (the same for all) via Blackboard, and receive the same feedback and marks.
- You may use a power point or word document to present this task. It may be written in either dot points or narrative style.
- We will practice this assignment in tutorials/workshops where we will compare the quality and accuracy of possible situation analyses and methods found via generative AI vs. items found via traditional research. If you use any AI or Machine Translation tools you must not mention your client's organisation name in your prompts as copyright and privacy issues may apply. All material used in your report, academic literature, and AI or MT tools, MUST be referenced academically (APA 7th). A failure to reference AI and machine translation (MT) tools may constitute student misconduct under the Student Code of Conduct.
The Report consists of two sections:
(1) Written Report (5% - 500 words approx.). Based on the client's brief and your desk research this task will list and briefly develop:
- Key elements of your client organisation, its background, ‘the issue’ or client’s communication need, and goal of the specific campaign/project they are requesting ('problem statement'), demonstrating understanding of the client's communication problem.
- A Situation Analysis, including a SWOT or PEST analysis, and communication/media audit of your client organisation (preliminary background 'desk' research).
- The main communication problems/opportunities/challenges that your client organisation faces.
- The client's key publics or stakeholder groups for this campaign specifically.
(2) Written Research Proposal (5% - 500 words approx.). Based on the client's type of communication need or issue (in the client's brief) you will:
- Outline your proposed research methods, including a sample research item (e.g. type of secondary research; a questionnaire; type of survey; social media analysis; or other, displayed in an appendix; this will not be part of the word count).
- Propose feasible either primary (quantitative or qualitative); and/or secondary research, 'desk' research methods; and/or social media research (social 'listening', analytics); and/or any mix of the above, and a brief justification of those method(s) (why are these suitable to research the client's organisation, communication need, target publics and their media habits and preferences).
- Research schedule: A realistic timeline to execute the proposed research to eventually complete the Research Findings task (assignment 3) in time.
More information on Blackboard.
The feedback you will obtain for this task will help you and/or your group design your communication campaign plan for your client.
Submission guidelines
ALL students (even those working individually) will self-enrol in a Blackboard group (more instructions on this task via Bb).
Email both your tutor and the course coordinator to report your decision of working individually or in groups, including your name and the full names of all team members. You will also indicate your selected client. The team will submit just one paper (the same for all) via Blackboard, and receive the same feedback and marks.
Submit via TurnItIn on Blackboard.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Research Findings Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 20% 1000 words
- Due date
12/05/2025 4:00 pm
The date was pushed back a few days (from 8/05 to 12/05 2025) after Alfred, giving students some extra time to display and explain their research findings and how these will be used as input to design or plan the strategic communication campaign.
- Learning outcomes
- L01, L02, L03, L04
Task description
This third task is also a written Report prepared and submitted by your group. This is the continuation of assignments 1 and 2. After conducting the research proposed in assignment 2, you are now asked to write a Report presenting your research findings. This task consists of the following two items:
- You will briefly explain and graphically display your research findings or input outlining: (a) How those findings and input were obtained; (b) the method(s) you used and how you executed them (e.g. whether you used a specific tool, or survey platform); (c) any challenges or issues you may have found in the process; (d) other relevant issues (Section 1= 500 words - you may use dot points and include graphs/tables or other types of visuals).
- You will explain and justify how your research findings will help you inform some of the preliminary elements of your campaign plan. For example, indicate how your findings will help you frame the goal and key messages; and map and/or refine target publics. In this section you will also present at least one SMART objective - (Section 2 = 500 words).
Your report should have professional quality and creativity (graphs, maps, table, or any other visualisations). Use the organisation's look and feel if possible (see style guide if available).
Students or teams should aim to demonstrate a sophisticated understanding of the communication challenge or problem presented by the client; the importance of research findings; and the way your findings inform and support the campaign planning process, consistent with best practice frameworks used in the communication industry.
IMPORTANT NOTE 1: We will practice this assignment in tutorials/workshops where we will compare the quality and accuracy of data found via generative AI vs. items found via traditional research. If you use any AI or MT tools you must not mention your client's organisation name in your prompts as copyright and privacy issues should may apply. All material used in your plan, including AI or MT tools, MUST be referenced academically (APA 7th). A failure to reference AI and machine translation (MT) tools may constitute student misconduct under the Student Code of Conduct.
IMPORTANT NOTE 2: For this report you will NOT include 'strategies and tactics' items YET (these will be included in the final plan).
Submission guidelines
Submit via TurnItIn on Blackboard.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Campaign Plan
- In-person
- Mode
- Written
- Category
- Presentation
- Weight
- 30% 1500 words
- Due date
12/06/2025 4:00 pm
Pitch: In person during Week 13 tutorials (values 6 pts of the grade - marked within the same Assignment 4 rubric).
Written Portfolio: Submit by 4 pm 12 June 2025 (pushed back 3 days, from 9 to 12 June 2025 after Alfred) to give students more time to complete their final campaign plans.
- Learning outcomes
- L01, L02, L03, L04
Task description
The fourth and final piece assessment is the Campaign Plan, which involves your response to the client’s brief. This task consists of a written 'Presentation' and an oral pitch (in tutorials) that will be prepared and submitted individually, or in your same groups - who are asked to work as real-life communication 'consultants'. The written part consists of a 1500-word PR/strategic communication plan, delivered through professional presentation slides. Your presentation slides will include:
1. Your 'credentials' as Comm/PR consultant(s), logo, cover letter to the client, and an executive summary. Remember also to include client's logo and to be consistent with their style guide.
2. Your campaign plan or proposal to the client where you will deploy:
- A refined/revised version of some of the elements already submitted in assignments 2 and 3, namely, (a) client's communication problem/need/issue; (b) outline research methods and main findings that informed del plan; (c) main goal(s) of the specific campaign; (d) strategic approach (holistic strategy); (e) key publics, (f) key message(s); (g) SMART objectives.
- New elements that will be included and displayed in the plan: (h) Communication/action strategies and tactics; (i) Logistics: budget, schedule; (j) Proposed evaluation methods (which may be used in the future, after execution) that will demonstrate that the objectives will be effectively met; (k) Conclusion, where you briefly deploy the rationale, limitations, theoretical considerations (i.e. theoretical insights from assignment 1 that guided your plan); and possible ethical/legal considerations that might concern the campaign plan (if any) according to best practice frameworks; final recommendations.
- This is an important new item: In tutorials, in week 13 you will orally pitch (a) the main elements of your campaign plan (Issue, Goal, Objectives, a list of main strategies and tactics) and (b) Display (audio visually and/or graphically, via PPT or similar) ONE of the key tactics, assets, or collateral that you will propose in your plan (the most important - 'star tactic'). The tactic may display at least one, or a combination of the following: Media release; community relations/engagement plan; a social media tactic (posts or series of posts); a website; a newsletter; brochure, poster or flyer; a blog post for the client’s blog or website; social media material; podcast or video; a PR event; a speech/conference; advocacy/lobby campaign; fundraising campaign; community relations/engagement plan, etc. During the pitch you will briefly and critically justify why this is your main tactic, its problem-solving features, and how it will contribute to the success of your campaign for your client. Tactics should aim to be effective, ethical, respectful, original, and socially aware. Should include relevant content, be visually attractive and meaningful in a way that meets the client's communication need. This task values 6 pts and will be evaluated in the rubric item 'Plan/Design' (final assignment). The tutorial Pitch will be recorded (please let your course coordinator and tutor know in writing if you would prefer not to be recorded by either voice or image so accommodations can be made). The Pitch involves feedback about your progress from your teacher. Your tutors will tell if you are on the right track, or suggest any ideas that may improve your plan. You will have time after the Pitch to refine your final plan before submission (Assignment 4 written presentation).
Your online written presentation slides must aim to have high a level of professional quality, include consultancy credential (a simulation), and should include some graphs or other illustrations, photos, or visual elements. All the elements in the presentation should be consistent with the client organisation's style guide and with the campaign goal.
It is important that students take the most relevant MaPS training workshops, and Library, and LinkedIn Learning workshops in advance, during the first half of the semester.
Your critical thinking and problem solving capabilities will be tested by this task.
This task should be executed by the students and not by generative AI. We understand that some aspects of your campaign plan may involve the use of digital, generative AI and/or machine translation (MT). If you use any of these tools at any stage, you must not mention your client's organisation name in your prompts as copyright and privacy issues should may apply. All material used in your plan, including any AI tools, MUST be referenced academically (APA 7th). A failure to reference AI and machine translation (MT) tools may constitute student misconduct under the Student Code of Conduct.
Recording of Oral and Practical Assessment
- All presentations will be recorded for marking purposes via recording facilities available where the assessment takes place (eg. ECHO360, Zoom, camera device)
- Recordings will be retained by the School of Communication and Arts for at least 12 months from the release of the final grade for the course.
- Recordings will be stored in a secure manner and will only be accessed by authorised school staff for the purposes of:
- Moderation of marking;
- Provision of feedback to the student(s) recorded; and/or
- Re-marking following a successful re-mark application.
Submission guidelines
Pitch: In person in Week 13 tutorials.
Portfolio: Submit via Blackboard, one per group (note that Blackboard, different from Turnitin, accepts group submissions).
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
This pitch component of this assessment task is to be completed in person. Students are NOT able to apply for an extension via the Unitask portal for the pitch. Please contact your tutor/course coordinator directly to see if alternative arrangements are available.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 24 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 25 - 44 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 45 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
- Where fractional marks occur in the calculation of the final grade, a mark of x.5% or greater will be rounded up to (x+1)%. A percentage mark of less than x.5% will be rounded down to x%.
- Where no assessable work is received, a Grade of X will apply. ﾠ
Supplementary assessment
Supplementary assessment is available for this course.
Additional assessment information
- Further information regarding the assessment, including marking criteria and/or marking rubrics are available in the ‘Assessment’ folder in Blackboard for this course.
- Marks Cannot Be Changed After Being Released: Marks are not open to negotiation with course staff. If you wish to discuss the feedback you have received, you should make an appointment to speak with the Course Coordinator.
- Assessment Re-mark: If you are considering an Assessment Re-mark, please follow the link to important information you should consider before submitting a request.
- Integrity Pledge: Assignments for this course will be submitted electronically via Blackboard and using Turnitin. Before submitting any assignments for this course, you must ensure you have completed UQ's compulsory online Academic Integrity Modules.ﾠIn uploading an assignment via Turnitin you are certifying that it is your original work, that it has not been copied in whole or part from another person or source except where this is properly acknowledged, and that it has not in whole or part been previously submitted for assessment in any other course at this or any other university.
- Withholding marks prior to finalisation of grades: Per UQ Assessment Procedures – Release of Assessment Item Marks and Grades: The final assessment item and the marks for the assessment item are to be released only after the final grade for the course has been released.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
Relevant PR Institutes and Associations
- Communication and Public Relations Australia: https://www.cpra.org.au/
- The Public Relations and Communications Association - Asia Pacific (PRCA): https://apac.prca.global/what-we-do/
- Public Relations Society of America: http://www.prsa.org/
- Chartered Institute of Public Relations (UK): https://www.cipr.co.uk/
PR awards and Best Practice Frameworks:
- CPRA Framework (Global Capability): https://www.cpra.org.au/resources/global-capability-framework/
- Barcelona Principles (check Assessment andﾠLearning Resources on Bb)
- PRIA Golden Target Awards (check Asessment and Learning Resources on Bb)
- Silver Anvil Awards
Useful/relevant industry and training websites:
- LinkedIn Learning (formerly Lynda) (sign in via UQ username and password)
- Cision Press releases
- MediaNet (media releases and reports for jcommunication pros)
- Mumbrella
- PRWire
- AgilityPR News
- Famous Campaigns (for case studies or examples)
- PR Week (case studies)
- Bandt
PR Journals:
- Public Relations Inquiry (https://journals.sagepub.com/home/PRI)
- PR News (academic journal)
- PRIA - Asia Pacific Public Relations Journal
PR sections in some media outlets:
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 (24 Feb - 02 Mar) |
Lecture |
Week 1 Lecture: Welcome and Introduction Course and Assessment overview - Introduction to Strategic Communication/ PR campaigns and practice. Planning: Key steps. Function, Roles, Models of PR. Recognising real life cases. Best Practice Frameworks. The importance of Context. Fields & Ethical Practice. Meet your Librarian and MaPS team. The importance of academic writing and research in times of AI. Learning outcomes: L01, L04 |
Tutorial |
Week 1: NO TUTORIALS Tutorials start in Week 2 |
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Week 2 (03 Mar - 09 Mar) |
Lecture |
Week 2 Lecture: Theory and Practice Frameworks and their application to strategic comms/PR practice. Working with a client and the client brief. Main communication/PR theories to apply to real life cases (this lecture was cancelled due to weather event 'Alfred' - An online lecture was posted to Blackboard - Please watch). Learning outcomes: L01, L02, L04 |
Tutorial |
Week 2 Tutorial: Discussing the Assessment. Workshopping ASSIGNMENT 1 (case study). Using Problem Solving and Argument mapping frameworks for case study (see LR on Bb). Discussing the importance of context. Finding real life Communication/PR examples cases or illustrations for the assignment. See case studies for tutorials in Luttrell & Cap. Chapter 11, industry websites, and/or other material (check list on LR - Bb) - (this tutorial was cancelled due to weather event 'Alfred' - Online learning material was posted to Blackboard). Learning outcomes: L01, L02, L04 |
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Week 3 (10 Mar - 16 Mar) |
Lecture |
Week 3 Lecture: Main theories one by one (overview - prepping assignment 1) - (Client briefs p ushed back to week 4 due to weather event). Learning outcomes: L01, L02, L04 |
Tutorial |
Week 3 Tutorial: Workshopping theories, frameworks, and application to PR planning. Q & As ASSIGNMENT 1 (Case Study). Preparing for the brief in week 4: what is a brief? how to receive it? Questions to ask? Learning outcomes: L01, L02, L04 |
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Week 4 (17 Mar - 23 Mar) |
Lecture |
Week 4 Lecture: Intro to Planning, SA & Research Wrapping up Theories for assignment 1 - Brief Introduction to Planning, Situation Analysis and Research - Client briefs. Q&As. Learning outcomes: L01, L02, L04 |
Tutorial |
Week 4 Tutorial: Forming groups - Working with the client briefs: Identifying the issue, goal and target publics - Drafting the Problem Statement. Applying Theories - Groups select their client - Reminder about Bb Discussion Board Post with proposed real life example - Final Q&As assignment 1. Exercises. Cases. Learning outcomes: L01, L02, L04 |
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Week 5 (24 Mar - 30 Mar) |
Lecture |
Week 5 Lecture: Expanding on Research Strategy & Methods The lecture will explore the main research methods used in strategic communication/PR. Prepping assignment 2. Assignment 1 Q&As. Learning outcomes: L01, L02, L04 |
Tutorial |
Week 5 Tutorial: Workshopping situation analysis and research strategies to apply to client briefs - Cases and exercises. Prepping assignment 2. Forming groups (final opportunity). Assignment 1 last Q&As. Learning outcomes: L01, L02, L04 |
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Week 6 (31 Mar - 06 Apr) |
Lecture |
Week 6 Lecture: Continuing the Planning process Continuing the steps of the strategic planning process: Goals, Publics, Holistic Strategy. Assignment 1 last Q&As. Reminding students of Discussion Board posts (marked exercise) Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 6 Tutorial: Continuing the Planning process Exercises prepping assignment 2 (situation analysis and research methods). Reminding students of Discussion Board posts (marked exercise) - Assignment 1 last Q&As. Learning outcomes: L01, L02, L03, L04 |
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Week 7 (07 Apr - 13 Apr) |
Lecture |
Week 7 Lecture: Advancing on the planning process: SMART Objectives and Messaging strategy and frameworks. Working on Assignment 2- Q&As. Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 7 Tutorial: Workshopping goals, publics, and holistic strategy. Prepping for 'research findings' task (assignment 3) - Q&As assignment 2. Learning outcomes: L01, L02, L03, L04 |
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Week 8 (14 Apr - 20 Apr) |
Lecture |
Week 8 Lecture: Strategising Advancing on the planning process: Advancing on objectives and messaging and introduction to strategies and tactics. Assignment 3 Review . Q&As. Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 8: NO TUTORIALS |
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Mid-sem break (21 Apr - 27 Apr) |
No student involvement (Breaks, information) |
MID-SEMESTER BREAK |
Week 9 (28 Apr - 04 May) |
Lecture |
Week 9 Lecture: Review of the overall planning process. Refining objectives and messaging. Continue discussion on Strategies and Tactics. Prepping for Assignment 4, Communication Campaign Plan. Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 9 Tutorial: Continue workshopping the Strategic Planning Process (review): From Goals and Holistic Strategy to Messaging, Publics and SMART Objectives. Prepping and Q&As for assignment 4 (Communication Campaign Plan).. Learning outcomes: L01, L02, L03, L04 |
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Week 10 (05 May - 11 May) |
Lecture |
Week 10 Lecture: Finalising strategies and tactics - Intro to Logistics and to Evaluation Methods. Guest Lecturer Lisa Nixon, Managing Director BBS Communication about completing the planning process and messaging (TBA) - Prepping assignment 4. Q&As. Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 10 Tutorial: Workshopping tactics - Intro to logistics and evaluation methods (if time) - Case studies and exercises. Prepping assignment 4. Learning outcomes: L01, L02, L03, L04 |
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Week 11 (12 May - 18 May) |
Lecture |
Week 11 Lecture: The art of pitching. Assignment 4 Q&As. Cases. Exercises. Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 11 Tutorial: Workshopping the plan and how to pitch it to your clients (and tutors). Last tutorial before pitch in week 13. Assignment 4 and Pitch Q&As. Cases. Exercises. Learning outcomes: L01, L02, L03, L04 |
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Week 12 (19 May - 25 May) |
Lecture |
Week 12: Final special lecture (before the pitch) Lecture will consist of two sections: (a) Final Review, Q&As and exercises about assignment 4 - Logistics and Evaluation - (b) Discussion and reflection on Strategic Communication Planning - Professional Fields & Ethical Practice. Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 12: Final review and Q&As for pitch and final Campaign Plan. Tutorial time to guide students towards preparing the pitch and campaign plan (tutorial to make up for cancelled tutorial in week 2). Final Q&As about planning, messaging, call to action,. evaluation, logistics. |
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Week 13 (26 May - 01 Jun) |
Lecture |
Week 13: NO LECTURE No lecture - just tutorials this week. |
Tutorial |
Week 13 Tutorial: The Pitch Pitching sessions: Presenting in class to your tutors and peers your main campaign elements and main campaign plan tactic/asset (graphically if possible) - Take slides if possible. Learning outcomes: L01, L02, L03, L04 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.
Course guidelines
Communication Expectations
While you are a student at UQ, all communication must be conducted according to the UQ Student Code of Conduct. The UQ Library has a helpful Communicate and collaborate online module.
- Email is the primary way for you to send messages to, and receive information from, the School and our staff.
- You must use your UQ email address (not a private address) to communicate with staff.
- You should add a clear subject line, including course code, and a 2-3 word statement.
- You can send email at any time, however please do not expect responses outside normal working hours (Monday to Friday from ~8am to ~5pm).
- Emails that constitute bullying, harassment or discrimination against staff contravene the Student Code of Conduct. Emails like this will be reported to the University, and the matter will be pursued as misconduct.