Communication Strategy and Planning

RMIT University Vietnam

Course Description

  • Course Name

    Communication Strategy and Planning

  • Host University

    RMIT University Vietnam

  • Location

    Ho Chi Minh City, Vietnam

  • Area of Study

    Communication Studies, International Communications, Public Relations

  • Language Level

    Taught In English

  • Prerequisites

    Foundations of Public Relations or equivilent course

    Hours & Credits

  • Host University Units

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Description

    This course will introduce you to best practice in strategic communication management, including strategic planning theory, concepts and practices. Using a case study approach, you will analyse how strategic planning is implemented across the various specialisations within the PR industry and gain insights into the efficacy of a range of strategic approaches. It will give you insight into how PR planning sits within broader organisational, situational planning and some aspects of interdisciplinary planning, such as management or marketing strategies. You will examine a variety of frameworks and concepts used in strategic planning, including situation analysis techniques and agile planning tools which respond to the current dynamic PR environment.


    Course Learning Outcomes

    • Upon successful completion of this course, you will be able to:
    • Synthesise different theoretical approaches to strategic PR planning (e.g. ROPE), giving consideration to the broader social and business context.
    • Analyse and map a client situation using the tools introduced in classes.
    • Compare and contrast different strategic approaches and requirements in different specialisms of public relations.
    • Articulate creative, well-structured and relevant responses to PR project briefs.


    Overview of Learning Activities

    You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.


    Overview of Learning Resources

    RMIT will provide you with resources and tools for learning in this course through our online systems.

    A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

    The University Library has extensive resources for public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies:

    The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.


    Overview of Assessment

    You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

    Feedback will be given on all assessment tasks.

    Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment Policy 


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