Leading Change in Media and Communication - 2016

To enrol in this unit, you must be accepted into a course from the provider. Read before you start
This page is for past year, View 2017 unit details.

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 2
  • Assessment: Assignment 1 - The Major Trend Today (30%) , Assignment 2 - Seminar Topic Reviews (50%) - Learn more

Unit provided by

2016 Fees
Domestic 2,520.00
International 2,770.00

Please note: This unit was previously titled Masters Seminar.

In this course you will investigate a range of frameworks and tools for leading and managing the implications of change in contemporary professional practice.

You will investigate the impact of changes in user/consumer behaviour, client practices, and use of technology and social media. These changes will be evaluated to identify opportunities and threats to innovative professional practice in local and international industry environments. Through the study of these changes you will be able to recognise the influences of broader cultural, social, economic and political issues on your professional practice. The course offers a range of frameworks for critically responding to such issues.

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

  • Examine significant global changes in media and communication technology affecting the practice of your profession.
  • Critically analyse the influences of global social change on user and consumer behaviour.
  • Identify and critically analyse leadership approaches to change and industry practice.
  • Propose innovative and collaborative opportunities to manage change, including its influences and impacts.
  • Reflect on the impact of change including personal, professional and ethical aspects.
  • Assignment 1 — The Major Trend Today (30%)
  • Assignment 2 — Seminar Topic Reviews (50%)
  • Assignment 3 — Group: Discussion of Trend (20%)

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

This unit is for Master of Comm Design students only. If you want to take this unit as an elective you must meet pre-requisite requirements and contact RMIT mc.oua@rmit.edu.au for approval.

  • Broadband access

In order to enrol in this unit, you must be accepted into one of the following courses:

Please visit the course details page and read the Requirements tab for more information about eligibility.

This unit addresses the following topics.

1Seminar 1: Introduction, overview and major trends
2Seminar 2: Branding and Storytelling
3Seminar 3: The changing media and communications landscape
4Seminar 4: Digital, Social Media and Publishing
5Seminar 5: Privacy, Transparency and Credibility in messaging
6Seminar 6: Planning in a fragmented and evolving agency landscape
7Seminar 7: Emotion in Advertising
8Seminar 8: Globalisation: Culture and Context in Communications
9Seminar 9: Stakeholder and Internal Communications
10Seminar 10: Design Thinking
11Seminar 11: Accountability in Communications - Effectiveness, measurement and evaluation
12Seminar 12: Sponsorship and Episode management
13Seminar 13: Review
14Seminar 14: Review

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Glossary
  • Online assignment submission
  • Streaming Multimedia
  • Web links

Online materials

  • Audio/Video - Streaming
  • Printable format materials
  • Resources and Links

This unit is a core requirement in the following courses:

This unit may be eligible for credit towards other courses:

  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.
This unit does not have a prescribed textbook(s).

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