BC400 Communication and Media Management
DESCRIPTION
This unit provides advanced understanding of business communication and media management, including business communication theory and practice, digital communication, reputation management, crisis communication management and media ethics. Students will acquire skills in applying ethical principles with respect to business communication and media management. This unit will equip students with the knowledge and professional skills to be able to develop and implement business communication and media management strategy and to manage communication and media during organisation crises.
RELEVANT COURSES
Master of Agricultural Information Management*
Master of Business Administration (Agribusiness)*
Graduate Diploma of Agribusiness*
Graduate Certificate in Management*
*Core unit
CREDIT POINTS
10
DELIVERY MODE
On campus
Online
Mixed mode
Intensive
Extensive
PREREQUISITE OR CO-REQUISITE
Nil
UNIT LEARNING OUTCOMES
LO1 Apply theoretical and practical knowledge to evaluate contemporary business communication theory and practice
LO2 Demonstrate appropriate skills to investigate, critically analyse, and synthesise solutions to organisational communication needs and opportunities
LO3 Apply strategies for marketing, social media, and public relations
LO4 Critically evaluate and apply knowledge about contemporary business communication and media management in complex and diverse case studies
LO5 Critically interpret and explain how culture affects communication and media management
CONTENT
Understanding basics of communication
Intercultural communication
Corporate communication
Digital communication and social media
Writing for media
Reputation management
Public opinion and attitudes
Crisis communication management
Communication and media ethics
Measuring effectiveness of the message
ASSESSMENT METHODS
1. Audit - 30%
2. Case Study - 30%
3. Group Project and Oral Presentation - 40% (20% is allocated for individual reflection + presentation)
PRESCRIBED READINGS
Johnston, J. & Sheehan, M. (2020). Public relations: Theory and practice (4th ed.). London: Routledge.
Check with the lecturer each semester before purchasing any textbooks