The Masters of Strategic Communication is focused on the development of analytic and practical knowledge and skills directed towards the strategic application of communication to societal issues and organisational objectives.
The question of what it means to be strategic is explored in a wide range of situations and organisational settings. The course combines academic and industry-based teaching and a research project to prepare senior managers to work effectively as communication strategists in the business, public and not-for-profit sectors.
The specialisation in strategic communication is necessarily based on an advanced understanding of the complexity of human communication processes and environments as well as on systematic research and analysis prior to the development of specific communication strategies. Subjects in communication and social theory include consideration of how contemporary theories of risk and risk communication can inform strategic communication practice. Other subjects deal with research methods, leadership, current and emerging communication tools, and the analysis of how critical issues develop and come to be defined in society and in specific organisational settings. Insights from these studies are applied to strategic communication planning and implementation.
The specialisation in marketing communication develops advanced knowledge and understanding of the theory and practice of marketing communication. The course focuses on the areas of advertising, public relations, promotion, direct marketing and selling and the skills required to develop effective integrated marketing communication strategies. Subjects in marketing communication include principles, theory, advertising strategy, brand integration as well as international, sectoral and ethical issues.
Please note that UC Scholarships are available to all students, including interstate campus students.
New Scholarships 2014:
Apply for a Scholarship at the University of Canberra
As a student you could be eligible for a University of Canberra Scholarship. The University has a number of scholarships available to all students, including Postgraduate, Undergraduate, Domestic and International students. Scholarships are available in most disciplines and are supported by community organisations, the Government and the University of Canberra.
Application will be made to the Public Relations Institute of Australia and to the Advertising industry for accreditation.