Module Details

Module Code: n/a
Full Title: Strategic Communication
Valid From:: Semester 1 - 2023/24 ( September 2023 )
Language of Instruction:English
Duration: 2 Semesters
Credits:: 10
Module Owner:: Shane Hill
Departments: Unknown
Module Description: The aim of this module is to extend the students’ knowledge of the application of Strategic communication and Public Relations in specialist areas.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Appraise the role of strategic communication in achieving organizational goals.
MLO2 Evaluate and apply more advanced and specialized PR concepts and theories
MLO3 Develop the skills to counsel management on appropriate strategies and tactics for a range of strategic communication specialisms
MLO4 Assess the evolving role of strategic communication in a global context.
MLO5 Examine trends for the future development of PR as a discipline.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Strategy Planning
• The role of strategic communication in developing and supporting management strategy. • Developing and communicating the organisation's vision and mission statements • Planning and managing strategic communication programmes and campaigns
PR Strategy
• The professional role of PR within organisations • Grunig and Hunt's Models of PR • Excellence Theory
Corporate Social Responsibility
• Definitions of CSR • Importance of dialogue with stakeholders • Stakeholder theory • Communication and evaluation of CSR
Corporate Communications
• Introduction to corporate communications • Scope and Definitions • Key concepts
Social Media and Corporate Communication
• Opportunities and challenges • Categorizing new media- classification scheme, impact of GDPR
Environmental Scanning
• Tools such as Pestel Analysis and SWOT Analysis
Political Lobbying
• What is Lobbying • Interest Groups and Lobbying • Devising a Lobbying Strategy • Devising a media strategy for Lobbying
Corporate Image and Reputation
• Definitions of corporate image and corporate identity • Key steps involved in identity change • Reputation management • Managing online reputation
Communication strategies for Charities and Non Profit Organisations
• Role of strategic communication for charities • Challenges • Innovative tools and tactics • Social media and charities
Cross-cultural communication
• Issues which must be considered when planning a cross cultural campaign • Standardisation versus adaptation • Hofstede’s models of cultures • Low context vs high context cultures • ‘Think Global Act Local’
Future of PR and strategic communications
Trends and future challenges
Module Assessment
Assessment Breakdown%
Project50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full-time

No Course Work
Project
Assessment Type Group Project % of Total Mark 25
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,2,3,5
Duration in minutes 0
Assessment Description
In Semester 1 students will work in groups on a project in the area of Corporate Social Responsibility. Through primary research the students will critically examine the practice of a ‘best practice’ company who is committed to socially responsible behavior, to assess how they communicate with stakeholders.
Assessment Type Group Project % of Total Mark 25
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 2,3,4
Duration in minutes 0
Assessment Description
In semester 2 students will work in groups on a project . They will then present their findings in class.
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
n/a

Part-time

No Course Work
Project
Assessment Type Group Project % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,5
Duration in minutes 0
Assessment Description
In Semester 1 students will work in groups on a project in the area of Corporate Social Responsibility. Through primary research the students will critically examine the practice of a ‘best practice’ company who is committed to socially responsible behavior, to assess how they communicate with stakeholders.
Assessment Type Group Project % of Total Mark 25
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 2,3,4,5
Duration in minutes 0
Assessment Description
In semester 2 students will work in groups on a project . They will then present their findings in class.
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing End-of-Semester Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
n/a
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lectures supported by case studies and discussion Every Week 3.00 3
Directed Reading Non Contact Students will be assigned current and seminal articles/ texts to review Every Week 3.00 3
Independent Study Non Contact Students will be expected to do additional research on the topic areas, case studies and readings Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Tutorial Contact Lectures supported by case studies and discussion Every Week 2.00 2
Directed Reading Non Contact Students will be assigned current and seminal articles/ texts to review Every Week 4.00 4
Independent Study Non Contact Students will be expected to do additional research on the topic areas, case studies and readings Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • JANE. JOHNSTON. (2021), STRATEGIC COMMUNICATION, Routledge, [ISBN: 978-1-760-87643-2].
  • Gunning, Ellen. (2018), Public Relations, A Practical Approach, Red Globe Press, [ISBN: 9781352002782].
  • Janis Teruggi Page,Lawrence J. Parnell. (2018), Introduction to Strategic Public Relations, SAGE Publications, Incorporated, p.0, [ISBN: 978-1506358031].
  • David Chandler. (2022), Strategic Corporate Social Responsibility, 6th. Sage Publications, Incorporated, [ISBN: 978-1071852965].
  • Esben Rahbek Gjerdrum Pedersen. (2015), Corporate Social Responsibility, Sage, [ISBN: 9780857022455].
  • Cutlip, Center & Broom. (2013), Effective Public Relations, 11th. Pearson, [ISBN: -139780137520978].
Supplementary Book Resources
  • Dennis L. Wilcox, Bryan Reber, Jae-Hwa Shin, Glen T. Cameron. (2023), Public Relations Strategies and Tactics, 12th. Pearson, [ISBN: -139780137847730].
  • Ronald D. Smith. (2020), Strategic Planning for Public Relations, 5th. Routledge, p.622, [ISBN: 9780367903848].
  • Joep Cornelissen. (2020), Corporate Communication, 5th. SAGE Publications Limited, p.0, [ISBN: 9781473953703].
  • Alison Theaker. (2020), The Public Relations Handbook, Routledge, p.424, [ISBN: 9780367278915].
  • O' Brien Mark and O'Beachtain, Donnacha. (2014), Political Communication in the Republic of Ireland, Liverpool University Press, [ISBN: 978-1-78138-9].
  • Grunig, L; Grunig, J; Dozier, D;. (2002), Excellent Public Relations and Effective Organisations, Lawrence Erlbaum Associates Publishers, Mahwah, New Jersey.
  • L’Etang, Jacquie. (2009), Public Relations, Concepts, Practices and Critique, Sage Publications.
  • Freeman, RE,. (1984), Strategic Management, A Stakeholder Approach, ,, Pitman Publishing Inc, Marshfield.
  • Oliver, Sandra. (2010), Public Relations Strategy, 3rd. Kogan Page.
  • Moss, D, Powell, M and DeSanto, B. (2010), Public Relations Cases, International Perspectives, Routledge, [ISBN: 020308].
  • L’Etang, J, Pieczka,. (2006), Public Relations, Critical Debates and Contemporary Practice, IEA.
  • Hendrix, Jerry; Hayes, Darrell. (2012), Public Relations Cases, 9th. Wadsworth Publishing, [ISBN: 978-111134442].
This module does not have any article/paper resources
Other Resources