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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.

COURSE DURATION

  • Standard: 2 semesters full-time or equivalent. Maximum: 6 semesters.

Course Objectives

  • Demonstrate an in-depth understanding of human communication processes and environments;
  • Use a range of social research methods relevant to strategic communication;
  • Link communication research, planning, implementation and evaluation to organisational strategic plans;
  • Demonstrate critical thinking and vision needed to address mid to long-term strategic communication issues;
  • Counsel senior management on strategic communication and to lead teams within organisations

Graduate Qualities

  • The ability to gather information, and to analyse and evaluate information and situations in a systematic, creative and insightful way.
  • The capacity and intention to use professional knowledge and skills ethically and responsibly, for the benefit of others and the environment.
  • The ability to apply problem-solving processes in novel situations; to identify and analyse problems then formulate and implement solutions.
  • The ability to apply problem-solving processes in novel situations; to identify and analyse problems then formulate and implement solutions.
  • The capacity and intention to use professional knowledge and skills ethically and responsibly, for the benefit of others and the environment.
  • The abilty to present knowledge, ideas and opinions effectively and communicate within and across professional and cultural boundaries.
  • The ability to plan their own work, be self-directed, and use interpersonal skills and attitudes to work collaboratively.

COURSE REQUIREMENTS

  • (a) Master of Strategic Communication (24 credit points)
  • (b) Strategic Communication specialisation
    • (a) Required - Must pass 21 credit points as follows
        • 8116 - Leadership in the Knowledge Society PG - 3 cp, Level P
        • 8622 - Risk Communication PG - 3 cp, Level P
        • 9107 - Communication and Information Project PG - 6 cp, Level P
        • 9108 - Issues Analysis and Management PG - 3 cp, Level P
        • 9111 - Social Research PG - 3 cp, Level P
        • 9115 - Strategic Communication Planning PG - 3 cp, Level P
    • (b) Restricted Choice - Must pass 3 credit points from the following
        • 9105 - Advanced Marketing Communication Theory PG - 3 cp, Level P
        • 9106 - Brand, Strategy and Integration PG - 3 cp, Level P
        • 9113 - International and Sectoral Marketing Communication PG - 3 cp, Level P
  • (c) Marketing Communication specialisation
    • (a) Required - Must pass 21 credit points as follows
        • 8116 - Leadership in the Knowledge Society PG - 3 cp, Level P
        • 9105 - Advanced Marketing Communication Theory PG - 3 cp, Level P
        • 9106 - Brand, Strategy and Integration PG - 3 cp, Level P
        • 9107 - Communication and Information Project PG - 6 cp, Level P
        • 9111 - Social Research PG - 3 cp, Level P
        • 9113 - International and Sectoral Marketing Communication PG - 3 cp, Level P
    • (b) Restricted Choice - Must pass 3 credit points from the following
        • 8622 - Risk Communication PG - 3 cp, Level P
        • 9108 - Issues Analysis and Management PG - 3 cp, Level P
        • 9115 - Strategic Communication Planning PG - 3 cp, Level P


Program requirements

Applicants must have an Honours degree, a Graduate Certificate or a Graduate Diploma in a cognate discipline as approved by the University.ASSUMED KNOWLEDGENone.

SCHOLARSHIPS AND PRIZES

Please note that UC Scholarships are available to all students, including interstate campus students.

New Scholarships 2014:

  • Max Salthouse Leadership Scholarship for Women
  • Rotary Club of Ginninderra Scholarship
  • The Neilson Foundation (in association with Platinum Asset Management) scholarship for Second and Third Year Financial Planning Students
  • Platinum Asset Management Scholarship for Second and Third Year Financial Planning Students
  • University of Canberra and John & Helen Grant Scholarship for Educational Leadership

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.

  • Step 1: Search - via semester/specific course/category – and find scholarships that match your circumstances;
  • Step 2: Collect and complete supporting documentation to submit with your application;
  • Step 3: Log in to the applicant portal and apply online.

Accreditation

PROFESSIONAL ACCREDITATION

Application will be made to the Public Relations Institute of Australia and to the Advertising industry for accreditation.

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