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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

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