Master of Strategic Communication

Program Overview

The Master of Strategic Communication is designed to equip students with the skills needed to design, manage, and execute communication strategies and projects across various media platforms and professional contexts.

Program Outline

Master of Strategic Communication - University of Western Australia

Degree Overview:

The Master of Strategic Communication at the University of Western Australia is designed to equip students with the expertise and skills needed to design, manage, and execute communication strategies and projects across various media platforms and professional contexts.

Objectives:

• Develop expertise in designing and managing communication strategies, projects, and campaigns across a range of media platforms and professional contexts.
• Advance students' capacity to succeed in a range of media and communication roles.
• Provide effective strategy and leadership for industry, government, and community.
• Develop practical, analytical, and creative communication skills.
• Build a portfolio applicable in a range of industry contexts.
• Gain specialized media training and workshops.
• Enhance professional and networking opportunities.

Outline:

Course Structure:

• Conversion: Students who have not completed a Bachelor's degree with a relevant major must complete relevant conversion units (up to 24 points) as advised by the University.
• Core: All students must take all units (24 points):
• COMM5104 Public Communication (6 points)
• COMM5701 Strategic Communications in a Digital Era (6 points)
• COMM5702 Digital Media: Theory and Practice (6 points)
• COMM5704 Global Media and Cross-cultural Communication (6 points)
• Option - Group A: Students enrolled in a course by coursework must take a minimum of 4 units (24 points) from Group A and the remaining units (up to 4 units/24 points) from Group B.
Students in course by coursework and dissertation must take 4 units from Group A (24 points) and 4 units from Group C (24 points):
• COMM5200 Digital Advocacy (6 points)
• COMM5604 Media Governance (6 points)
• COMM5605 Issues in Contemporary Global Journalism (6 points)
• COMM5706 Accountability and Responsibility in the Media (6 points)
• Option - Group B: Take units as per sequence notes in Group A:
• ASIA5001 Key Debates in the Asian Region (6 points)
• BUSN5003 Data Storytelling (6 points)
• BUSN5100 Applied Professional Business Communications (6 points)
• HRMT5530 Career Development and Employability (6 points)
• MKTG5501 Integrated Marketing Communications (6 points)
• MKTG5502 Social Media Marketing (6 points)
• POLS5503 Public Administration (6 points)
• WILG5001 Work Integrated Learning Internship Program (6 points)
• WILG5002 Work Integrated Learning Internship Program (6 points)
• WILG5003 Work Integrated Learning Internship Program (12 points)
• Option - Group C: Take units as per sequence notes in Group A:
• SOCS4100 Social Sciences Research Skills (6 points)
• SOCS5551 Master's Dissertation Part 1 (6 points)
• SOCS5552 Master's Dissertation Part 2 (6 points)
• SOCS5553 Master's Dissertation Part 3 (6 points)

Course Schedule:

• Full-time: 1.5-2 years (with a relevant undergraduate degree)
• Part-time: Available
• Starting Dates: Semester 1, Semester 2
• Weekly Contact Time: 8-10 hours plus own study time

Individual Modules:

• COMM5104 Public Communication: This unit explores the theory and practice of public communication, focusing on the role of communication in shaping public opinion and influencing behavior.
• COMM5701 Strategic Communications in a Digital Era: This unit examines the impact of digital technologies on strategic communication, exploring the changing landscape of media and communication practices.
• COMM5702 Digital Media: Theory and Practice: This unit provides a comprehensive overview of digital media, covering its theoretical foundations, practical applications, and ethical considerations.
• COMM5704 Global Media and Cross-cultural Communication: This unit explores the complexities of global media and communication, examining the role of culture, language, and technology in shaping communication practices across different cultures.
• COMM5200 Digital Advocacy: This unit focuses on the use of digital media for advocacy and social change, exploring strategies for building online communities, mobilizing supporters, and influencing public policy.
• COMM5604 Media Governance: This unit examines the legal and regulatory frameworks governing media and communication, exploring issues such as freedom of speech, media ownership, and content regulation.
• COMM5605 Issues in Contemporary Global Journalism: This unit explores contemporary issues in global journalism, examining the challenges and opportunities facing journalists in the digital age.
• COMM5706 Accountability and Responsibility in the Media: This unit examines the ethical and social responsibilities of media professionals, exploring issues such as media bias, fake news, and the impact of media on society.
• ASIA5001 Key Debates in the Asian Region: This unit explores key debates and issues in the Asian region, examining the political, economic, and social dynamics shaping the region.
• BUSN5100 Applied Professional Business Communications: This unit provides practical skills in business communication, covering topics such as writing, presentation, and negotiation.
• HRMT5530 Career Development and Employability: This unit focuses on career planning and development, providing students with the skills and knowledge needed to succeed in the job market.
• MKTG5501 Integrated Marketing Communications: This unit explores the principles and practices of integrated marketing communication, examining how different marketing channels can be used to achieve marketing objectives.
• MKTG5502 Social Media Marketing: This unit focuses on the use of social media for marketing purposes, covering topics such as social media strategy, content creation, and measurement.
• POLS5503 Public Administration: This unit examines the principles and practices of public administration, exploring the role of government in society.
• WILG5001, WILG5002, WILG5003 Work Integrated Learning Internship Program: These units provide students with practical work experience in a relevant industry setting.
• SOCS4100 Social Sciences Research Skills: This unit provides students with the skills and knowledge needed to conduct social science research.
• SOCS5551, SOCS5552, SOCS5553 Master's Dissertation Part 1, 2, 3: These units guide students through the process of completing a research dissertation.

Assessment:

• Assessment methods: The program utilizes a variety of assessment methods, including:
• Assignments:
Written assignments, research papers, and case studies.
• Presentations: Oral presentations and group projects.
• Portfolio: Development of a professional portfolio showcasing students' work.
• Assessment criteria: Assessment criteria will vary depending on the specific unit and assessment task.
• Research skills: Ability to conduct research, gather evidence, and present findings.
• Problem-solving: Ability to identify problems, develop solutions, and implement strategies.
• Professionalism: Adherence to ethical standards and professional practices.

Teaching:

• Teaching methods: The program employs a variety of teaching methods, including:
• Lectures:
Interactive lectures delivered by experienced faculty.
• Seminars: Small group discussions and workshops.
• Case studies: Analysis of real-world communication scenarios.
• Guest speakers: Industry professionals share their insights and experiences.
• Practical exercises: Hands-on activities to develop practical skills.
• Faculty: The program is taught by experienced and qualified faculty members with expertise in strategic communication, media, and related fields.
• Unique approaches: The program incorporates a number of unique approaches to enhance student learning, including:
• Work integrated learning:
Students have the opportunity to gain practical experience through internships and work placements.
• Professional development: The program includes workshops and seminars focused on professional development and career planning.
• Networking opportunities: Students have the opportunity to network with industry professionals and fellow students.

Careers:

• Potential career paths: Graduates of the Master of Strategic Communication are well-prepared for a wide range of careers in the communication and media industries, including:
• Communication specialist
• Corporate/internal communications manager
• Media planner
• Public affairs specialist
• Digital communication manager
• Public relations manager
• Media strategist
• Opportunities: Graduates can find employment in a variety of sectors, including:
• Government:
Public relations, media relations, and policy communication.
• Industry: Corporate communications, marketing, and advertising.
• Non-profit: Fundraising, advocacy, and community engagement.
• Media: Journalism, broadcasting, and digital media.
• Outcomes: The program aims to equip graduates with the skills and knowledge needed to:
• Lead and manage communication strategies and projects.

• Communicate effectively across a range of media platforms.

• Analyze and interpret communication data.

• Develop and implement communication plans.

• Build and maintain relationships with stakeholders.

• Adapt to the changing landscape of communication.

Other:

• Work placements: The program offers work placements to provide students with practical experience in the communication and media industries.
• International study experiences: Students have the opportunity to participate in international study programs to gain global perspectives on communication and media.
• Articulated courses: The Master of Strategic Communication is part of an articulated sequence with the Graduate Certificate in Strategic Communication and the Graduate Diploma in Strategic Communication.