57215 Strategic Communication and Integration

SUBJECT OUTLINE
Subject coordinator
Professor Maureen Taylor, Ph.D. Co Head of Public Communication Discipline
Tutorials 01 and 02
Email: maureen.taylor-1@UTS.edu.au
Consultation time: Wednesdays from 5 to 6 p.m. (please email for appointments)
Teaching staff
Tutor for Tutorial 03: Dr. Luigi DiMartino
Email: luigi.dimartino@uts.edu.au
Consultation time: Wednedsays 5-6 p.m. (please email for appointments)
Faculty of Business Professor Dr. Walter Jarvis
Email: walter.jarvis@UTS.edu.au
Consultation time: Please email for appointments
Subject description
This subject introduces students to contemporary thinking about the development of strategy and strategic planning by
public and private sector organisations, comparing and contrasting traditional top-down, organisation-centric
approaches with emergent, networked and participatory approaches drawing on contemporary management studies,
and applies these to designing strategic communication. Students learn to apply strategic planning models and
explore the role of research, stakeholder engagement, consultation, and collaboration in developing communication
strategies to achieve organisational objectives while also adapting to stakeholder and public expectations and
maintaining a social licence to operate and sustainability. Strategic communication theory is compared with other
theories and models of public communication and public relations such as two-way symmetrical, rhetorical,
relationship, and dialogic theories. Students also explore the increasing requirement for integration of multiple forms of
public communication including advertising, public relations, and digital and social media communication, examining
and critically evaluating how people access and consume information today. Students become familiar with the multiple
‘touchpoints’ between organisations and their publics and the need for organisations to ensure consistency and
complementation in their public communication. Throughout this subject students develop knowledge and skills for
planning and designing integrated strategic communication campaigns involving a range of multimedia and multimodal
communication activities. They also gain an understanding of the importance of mutuality and social responsibility in
organisational behaviour and how this is reflected in strategic communication.
Subject learning objectives (SLOs)
a. Explain the knowledge and skills used in strategic communication
b. Critically analyse and conceptualise advertising and public relations in innovative integrated ways
c. Demonstrate sensitivity to cultural differences
d. Design communication that reflects integration and innovation
Course area UTS: Communication
Delivery Autumn 2021; City
Credit points 8cp
Result type Grade and marks
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e. Communicate clearly and professionally in writing and orally
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the
Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
Apply a body of practice-oriented knowledge and skills to develop, implement and evaluate innovative solutions to
real-world communication challenges with a high level of personal autonomy and accountability (1.1)
Critically and creatively re-think and reflect on public relations, advertising and organisational change models and
practices for the 21st century beyond dominant models and approaches (2.2)
Recognise and negotiate cultural differences (3.1)
Graduates are able to persuade and engage diverse audiences through both written and oral communication
strategies across a range of media formats with consideration of others’ needs and views (6.1)
Teaching and learning strategies
This subject provides students with an advanced multidisciplinary exploration of strategy and strategic planning
through online workshops led by management scholars from UTS Business School combined with seminars and
lectures that apply these concepts to communication. Students read key reading/s each week — available on Canvas
— and interact with other students about lectures and readings in discussions. Students engage with ideas and issues
in strategic communication through a combination of lectures, tutorial and online activities. They apply concepts from
the literature to practice. Students are expected to undertake online tutorials in researching and referencing academic
literature. Formative feedback will be provided to students progressively in class and on Canvas.
Content (topics)
The subject introduces students to contemporary understandings of strategy in management, and how strategic
planning is undertaken, and then applies these concepts to developing strategic communication. Students explore the
many channels, platforms and methods through which strategic communication is implemented, including advertising,
public relations and Web communication, and examine the increasing integration of these and the challenges and
benefits that this involves.
Program
Week/Session Dates Description
1 24 February
Week 1: Introduction to the Subject: Why Study Strategic Communication?
Pre-recorded Lecture Uploaded to Canvas Week 1 Page
Work through the pages in Canvas:
1.2 NATO Strategic Communication Centre of Excellence
1.3 Introduction to strategic communication
Each tutorial section has its own Teams group (check your UTS email)
We meet in your Tutorial MS Teams group this week
Tutorial 01: 6 p.m.
Tutorial 02: 7:30 p.m.
Tutorial 03: 6 p.m.
Visit the Subject Canvas page for all readings and links
We will discuss Assessment 1 due on Sunday, 28 March at 11:59 p.m.
Notes:
You will be invited to a MS team’s group in week 1. You will use the group link
to attend lectures.
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2 3 March Week 2: What is Strategic Communication?
Self-Paced Learning–no synchronous meeting in Teams
Pre-recorded Lecture Uploaded to Canvas Week 2 Page
Complete Readings and Participate in Discussion Board
Begin Research for Assessment 1 due on Sunday, 28 March at 11:59 p.m.
Notes:
This week you are working at your own pace. You should read the articles,
watch the videos, participate in the discusison board and begin your research for
A1. You should complete your research by 13 March.
3 13 March Workshop 1: What is the Purpose of Business?
Dr. Walter Jarvis, UTS Business School
This is a Saturday workshop from 10 a.m. to 2 p.m. You will have a short break
at noon.
Meet in the General 57215 Teams app at 10 a.m. (not your tutorial teams group)
Before this workshop, you must read and watch all of the materials on the Apple
case study found on Week 4 Canvas Page
You will work in groups in the afternoon to solve the Apple Case Study
At the end of the Workshop, we will discuss your research progress on
Assessment 1 due on Sunday, 28 March at 11:59 p.m.
You will also learn about Assessment 2 and be asked to begin collecting
examples of strategic communication tactics for your portfolio.
Notes:
Your research about strategic communication should be completed by the
Saturday workshop.
4 17 March Week 4: The Strategic Planning Process and Drop-in for Assessment 1
Questions
Self-Paced Learning and Drop-in for Questions about A1
Pre-recorded Lecture Uploaded to Canvas Week 4 Page
Maureen Taylor will be available in the General 57215 Teams App at 6 p.m. and
7:30 for an OPTIONAL session to answer questions about A1
Complete Readings and Participate in Discussion Board
Work on Assessment 1 due on Sunday, 28 March at 11:59 p.m.
Notes:
This week you are working at your own pace. You should read the articles,
watch the videos, participate in the discusison board. Assessment Task 1
feedback given during OPTIONAL Drop in Session at 6 p.m. and 7:30 in General
57215 Teams site (not specific tutorial app)
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57215 Teams site (not specific tutorial app)
5 24 March Week 5: The Turn: Post Modern and Sociocultural Approches to Strategic
Communication
Pre-recorded Lecture Uploaded to Canvas Week 5 Page
Self-Paced Learning–no synchronous meeting in Teams
Complete Readings and Participate in Discussion Board
Assessment 1 is due to Canvas by Sunday at 11:59 p.m.
Notes:
This week you are working at your own pace. Listen to the pre-recorded lecture.
You should read the articles and participate in the discusison board. You should
begin collecting “strategic communication products” this week for Assessment 2:
Strategic Communication Portfolio.
6 31 March Week 6: Strategic Communication in Multicultural Settings
We meet in Teams this week
Pre-recorded Lecture Uploaded to Canvas Week 6 Page
Complete Readings
Notes:
During our synchronous meeting, we will discuss A2. Please have at least two
strategic communication products in mind to talk about with your peers.
7 14 April Week 7: Reflecting on Everyday Strategic Communication Products and
Drop-in Session for A2
Self-Paced Learning
Pre-recorded Lecture Uploaded to Canvas Week 7 Page
Maureen Taylor will be available in the 57215 Teams App at 6 p.m. and 7:30 for
an OPTIONAL session to answer questions about A2
Complete Readings and Participate in Discussion Board
Work on Assessment 2 due on Sunday, 25 April at 11:59 p.m.
Notes:
Assessment Task 2 feedback given during OPTIONAL Drop in Session at 6 p.m.
and 7:30 in General 57215 Teams App (not specific tutorial app)
8 21 April Week 8: Measuring Strategic Communication Outcomes: Evaluation
Frameworks
Self-Paced Learning
Pre-recorded Lecture Uploaded to Canvas Week 8
Complete Readings and Participate in the Discussion Board
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Work on A2 due on 25 April at 11: 59 p.m.
9 28 April Week 9: When Strategic Communication Means Listening, Not Speaking
We meet in your Tutorial Teams group this week
Pre-recorded Lecture Uploaded to Canvas Week 9 Page
Complete Readings and Be Ready to Discuss Social Listening
Notes:
Group assignments for A3 will be made this week and you will be given time in
class to discuss the case study.
10 5 May Week 10: Using Case Studies for Strategic Communication Insights
We meet in Teams this week
Pre-recorded Lecture Uploaded to Canvas Week 10 Page
Complete Readings
Conduct Research for Assessment 3 due in week 12
Notes:
During the last three weeks of the session, you will be conducting research for
the A3 case study. You will be given time in class to discuss the case study.
11 12 May Week 11: Setting Strategic Communication Objectives
Self-Paced Learning and Time to Meet in Groups
Pre-recorded Lecture Uploaded to Canvas Week 11 Page
Maureen Taylor will be available in the 57215 Teams App at 6 p.m. and 7:30 for
an OPTIONAL session to answer questions about the case study for A3
Complete Readings and Participate in Discussion Board
Notes:
OPTIONAL Drop in Session at 6 p.m. and 7:30 in 57215 Teams App (not
specific tutorial app) to answer questions about the case study. Students can
use this week to meet to discuss the case study.
12 22 May Week 12: From the Board Room to the Town Hall Guest Lecture by Prof.
Walter Jarvis
We meet on Saturday for the final class at 10 a.m.
Pre-recorded Lecture Uploaded to Canvas Week 12 (you must listen to this
lecture in order to complete A3)
You will be placed in teams at 10:30 to work on A3: Strategic Communication
Case Study. Presentations will begin at 12:45.
Notes:
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In groups, students will solve the strategic communication problem and present
the solution to the class. Each group will present a PPT with the strategic
communication objectives. This is a group assessment. Peer evaluations will be
completed at the end of the presentation.
Assessment
Assessment task 1: Critical analysis of strategic communication based on reading, online research,
workshop discussions, and online forum
Objective(s): a, b and e
Weight: 30%
Task: Students critically analyse the concept of strategic communication based on learning and insights
gained from reading, the workshops, online research, and the online forum. The essay should
discuss the key features of strategic communication compared with other approaches and practices,
and the challenges in developing and implementing strategic communication to address diverse
stakeholders and audiences. Feedback in week 4.
Length: 2000 words
Due: Due end of Week 5
Criteria
linkages:
Criteria Weight (%) SLOs CILOs
Understanding of integrated strategic
communication
40 a 1.1
Depth of thinking and analysis 40 b 2.2
Clarity of writing 10 e 6.1
Correctness of referencing 10 e 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes
Further
information:
Students will get feedback on A1 during the workshop in week 3 and during the drop-in session in
week 4.
Assessment task 2: Applied Strategic Communication Portfolio
Objective(s): a, b and e
Weight: 40%
Task: Students progressively produce an applied strategic communication portfolio from Week 3-7
containing (a) an application of the theories, models, principles and examples of strategic
communication with
(b) links and/or embedded images and/or short descriptions of examples that illustrate the points
discussed (the portfolio element). The applied strategic communication portfolio should take
account of and incorporate peer feedback provided through the discussion boards.
The portfolio can be presented as a blog, a PowerPoint slide deck, or a document. The style of writing
can be personal and informal, but should be provide theory-based insights into the communication
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products selected. Portfolios need to include at least three examples of successful or unsuccessful
strategic communication that relate to the writing in the journal, illustrated via Web links and/or
embedded images with short descriptions.
Length: 1500 words
Due: End of Week 8
Criteria
linkages:
Criteria Weight (%) SLOs CILOs
Understanding of integrated strategic
communication
40 a 1.1
Depth of analysis 40 b 2.2
Professionalism of presentation 5 e 6.1
Relevance of examples 5 e 6.1
Correctness of referencing 10 e 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes
Further
information:
Progressive feedback will be provided for journals submitted or posted online. Peer feedback will be
used.
Assessment task 3: Strategic communication plan and presentation
Objective(s): a, c, d and e
Weight: 30%
Task: Students work in groups to solve a strategic communication problem provided by the instructor and
then virtually present their solutions to the class through 10–12 PowerPoint slides in a 15-minute
presentation.
Length: 10–12 PowerPoint slides discussed in a 15-minute group presentation, followed by 5 minutes of
questions and discussion.
Due: Due during week 12 Saturday workshop
Criteria
linkages:
Criteria Weight (%) SLOs CILOs
Level of integration and strategic focus 30 a, d 1.1
Innovativeness of design 20 d 1.1
Inclusion of diverse perspectives 20 c 3.1
Persuasiveness of presentation 20 e 6.1
Level of class engagement and participation 10 e 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes
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Minimum requirements
Submission of assessment tasks
In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by
formative feedback. Consequently, all assessments must be submitted in order for students to receive feedback.
Students who do not submit all assessments will not pass the subject.
This subject is based on a collaborative approach which involves workshopping and interchange of ideas with other
students and the tutor.
Required texts
There are no required texts for this subject. Recommended readings will be available via UTS Library and online.
References
Argenti, P., Howell, R. & Beck, K. 2015, ‘The strategic communication imperative’, in Top 10 Lessons on Strategy, MIT
Sloan Management Review, SloanSelect Collection (pp. 61–7), Massachusetts Institute of Technology, Boston, MA,
viewed 1 September 2018, <http:// marketing.mitsmr.com/PDF/STR0715-Top-10-Strategy.pdf#page=63>.
Australian Institute of Company Directors, 2016, ‘Strategic plan development’, viewed 1 November 2018, < https:// aicd.companydirectors.com.au/~/media/cd2/resources/director-resources/director-tools/ pdf/05446-5-14-mem-director-rob-strategic-plan-development_a4-web.ash>
Camilleri, M. 2018, ‘Theoretical insights on integrated reporting: The inclusion of non-financial capitals in corporate
disclosures’, Corporate Communications: An International Journal. DOI: https://doi.org/10.1108/CCIJ-01-2018-0016
Cornelissen, J. 2011, Corporate Communication: A Guide to Theory and Practice, 3rd edn, Thousand Oaks, CA: Sage.
Dulek, R. & Campbell, K. 2015, ‘On the dark side of strategic communication’, International Journal of Business
Communication, vol. 52, no. 1, pp. 122–42. DOI: https:// doi.org/10.1177/2329488414560107
Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D. & Sriramesh, K. 2007, ‘Defining strategic communication,
International Journal of Strategic Communication, vol. 1, no. 1, pp. 3–35.
Heath, R., Johansen, W., Hallahan, K., Steyn, B., Falkheimer, J. 2018, ‘Strategic communication’, in R, Heath & W.
Johansen (eds), The International Encyclopedia of Strategic Communication, Wiley-Blackwell, Hoboken, NJ, pp. 1–24.
Holm, O. 2006, ‘Integrated marketing communication: from tactics to strategy’, Corporate Communications: An
International Journal, vol. 1, no.1, pp. 23–33. DOI: https://doi.org/10.1108/13563280610643525
Holtzhausen, D. & Zerfass, A. 2015, ‘Strategic communication: Opportunities and challenges of the research area, in
D. Holtzhausen & A. Zerfass (eds), The Routledge Handbook of Strategic Communication, Routledge, New York, pp.
3–17.
Huhn, J., Sass, J. & Storck, C. 2011, ‘Communication controlling: How to maximize and demonstrate the value
creation through communication’, German Public Relations Association (DPRG), Berlin, Germany, viewed 31 August
2018, <http:// www.communicationcontrolling.de/ fileadmin/ communicationcontrolling/ sonst_files/Position_paper_DPRG_ICV_2011_english.pdf>.
King, C. 2010. ‘Emergent communication strategies’, International Journal of Strategic Communication, vol. 4, no. 1,
pp. 19–38. DOI: https://doi.org/10.1080/15531180903415814
Lodhia, S. 2015, ‘Exploring the transition to integrated reporting through a practice lens: An Australian customer
owned bank perspective’, Journal of Business Ethics, vol. 129, no. 3, pp. 585–598, viewed 1 September 2018, < https:// link.springer.com/article/10.1007/ s10551-014-2194-8>.
Macnamara, J. 2016, Organizational Listening: The Missing Essential in Public Communication, Peter Lang, New York.
Matzler, K., Füller, J., Hutter, K., Hautz, J. & Stieger, D. 2014, ‘Open strategy: Towards a research agenda. Social
Science Research Network’, viewed 31 August 2018, <https:// ssrn.com/abstract=2416937 or http:// dx.doi.org/ 10.2139/ssrn.2416937>.
Mintzberg, H. 1978, ‘Patterns in strategy formation’, Management Science, vol. 24, no. 9, pp. 231–55, viewed 1 July
2018, <https://doi.org/10.1287/mnsc.24.9.934>.
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Mintzberg, H. 1979, The Structure of Organisations, Englewood Cliffs, NJ: Prentice Hall.
Mintzberg, H. & Waters, J. 1985, ‘Of strategies, deliberate and emergent’, Strategic Management Journal, vol. 6, no. 2,
pp. 257–72. DOI: https://doi.org/10.1002/smj.4250060306
Mirabeau, L. & Maguire, S. 2014, ‘From autonomous strategic behaviour to emergent strategy’, Strategic Management
Journal, vol. 35, no. 8, pp. 1202–29. DOI: https:// doi.org/10.1002/ smj.2149
Peters, T., & Waterman, R. 1982, In Search of Excellence: Lessons from America’s Best-run Companies, Harper
Collins, New York, NY.
Thompson, A., Peteraf, M., Gamble, J. & Strickland, A. 2013, Crafting and Executing Strategy: The Quest for
Competitive Advantage, 19th edn, McGraw-Hill-Irwin, New York, NY.
Assessment: faculty procedures and advice
Refer to the faculty’s Student Study Guide for information about assessment, special consideration, student
misconduct and referencing requirements.
Academic integrity
Students are advised that academic integrity is required by the Student Code of Conduct. Suspected incidences of
plagiarism or other academic misconduct will be referred to the University. Students are advised to complete the
module on Academic Integrity under the General Resources tab on the subject online site to make sure they are aware
of their responsibilities and how to avoid plagiarism.
Support
The Accessibility and Financial Assistance Service
The Accessibility Service can support students with disabilities, medical or mental health conditions, including
temporary injuries (e.g., broken limbs). The Accessibility Service works with Academic Liaison Officers in each Faculty
to provide ‘reasonable adjustments’ such as exam provisions, assistive technology, requests and strategies for
managing students’ studies alongside their health condition. If they are unsure whether they need assistance, the
Accessibility Service recommends getting in touch early so that they can provide advice on how the service can assist.
Make an appointment with an Accessibility Consultant (AC) on +61 2 9514 1177 or Accessibility@uts.edu.au.
The Financial Assistance Service can assist students with financial aspects of life at university, including Centrelink
information, tax returns and budgeting, interest-free student loans and grants to assist with course-related costs.
Check eligibility and apply online and make an appointment on +61 2 9514 1177 or Financial.Assistance@uts.edu.au.
Statement on copyright
Teaching materials and resources provided to students at UTS are protected by copyright. Students are not permitted
to re-use those for commercial purposes (including in kind benefit or gain) without permission of the copyright owner.
Improper or illegal use of teaching materials may lead to prosecution for copyright infringement.
Statement on plagiarism
UTS takes any form of academic misconduct very seriously. The policies and guidelines regarding plagiarism and
academic integrity are enforced in this subject.
Students are strongly advised to read and familiarise themselves with the university’s advice on academic integrity,
plagiarism and cheating.
Self-plagiarism
Students are not permitted to submit work that they have previously submitted
Statement on intellectual property
The University does not assert ownership of Intellectual Property created by students except under certain conditions.
See the UTS Policy on Intellectual Property (5.1.6) for more information. UTS reserves the right to use students’
assessment works created as part of this subject for teaching purposes in UTS award courses and in UTS short forms
of learning, advertising and promotion, including in the UTS Website and in UTSOpen, and as otherwise permitted
under the UTS Policy on Intellectual Property. Students who do not want their work to be used for these purposes,
must inform their lecturer of this in writing by the date formal classes for the subject end. UTS will use reasonable
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efforts to ensure that students are credited for their work where used for the purposes described. The student
assessment work will be retained by the University until it is no longer needed for teaching, advertising and promotion
or in order to comply with its reporting and legal obligations.
Statement on UTS email account
Email from the University to a student will only be sent to the student’s UTS email address. Email sent from a student
to the University must be sent from the student’s UTS email address. University staff will not respond to email from
any other email accounts for currently enrolled students.
Disclaimer
This outline serves as a supplement to the faculty’s Student Study Guide. On all matters not specifically covered in
this outline, the requirements specified in the guide apply.
This outline was generated on the date indicated in the footer. Subsequent minor changes may have been made.
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