Communication Management: Theory and Practice - 2016

Unit summary


  • Level of Study: Postgraduate
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 14 weeks
  • Government loans available: FEE-HELP
  • Availability for 2016: Sess 1 , Sess 2
  • Availability for 2017: Sess 2
  • Assessment: Assignment 1 - Individual case study analysis (30%) , Assignment 2 - Individual case presentation (30%) - Learn more

Unit provided by

2016 Fees
Domestic 2,520.00
International 2,770.00

This unit introduces you to the theoretical frameworks and professional practice of communication management in the public and private sector (business, government, non-government and civil society).

You will examine the history, development and process of communication, and the major areas of communication practice. You will also examine a range of specialised communication practices, including finance, health, science, infrastructure development, community development and disaster management. A focus of the unit will be on the plans required to communicate strategically and responsibly in the contemporary and dynamic socio-economic environment, across different sectors, stakeholders and cultural contexts.

At the completion of this unit students will be able to:

  1. Examine and interpret the major principles and theories of communication management.
  2. Critically discuss the application of principles and practices of communication across a variety of environments, including business, government, non-government and civil society.
  3. Compare and contrast specialist communication practices in local and international contexts.
  4. Identify the requirements of stakeholders and develop communication plans to address specific stakeholder needs in an ethical and responsible manner.
  5. Critically reflect upon communication plans and identify strengths and opportunities for improvement.
In this unit you will develop the following course learning outcomes:
  • Effectively and professionally communicate your ideas to specialist and non-specialist audiences.
  • Critically reflect on your own work to demonstrate autonomy, good judgement and ethical responsibility
  • Assignment 1 — Individual case study analysis (30%)
  • Assignment 2 — Individual case presentation (30%)
  • Assignment 3 — Group Communications Plan (40%)

This unit is for Master of Communication Design students only. If you want to take this unit as an elective you must contact RMIT for approval.

  • Broadband access

This unit addresses the following topics.

1Week 1: What is Public Relations?
2Week 2: History/development of Public Relations
3Week 3: Communication Theory (Communication, behavioural and persuasion theories
4Week 4: Communication Theory (Agenda-setting, systems, excellence and co-orientation theories)
5Week 5: The Four Step PR Process - Research
6Week 6: The Four Step PR Process - Goals and Objectives
7Week 7: The Four Step PR Process - Strategy and Tactics
8Week 8: The Four Step PR Process - Evaluation
9Week 9: Corporate Communications in a global environment
10Week 10: Strategic Planning and Designing Communication Objectives
11Week 11:Ethical Public Relations Practice
12Week 12: Presentation an submission of communications plans
13Weeks 13: Review
14Weeks 14: Review

This unit is delivered using the following methods and materials:

Instructional Methods

  • Blogs
  • Discussion Forum/Discussion Board
  • E-Portfolios
  • Glossary
  • Online assignment submission
  • Podcasting/Lecture capture
  • Web links
  • Wikis

Online materials

  • Audio/Video - Streaming
  • Resources and Links

This unit is not currently a requirement for any courses, but may be eligible for credit.

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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