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58312 Integrated Communication

Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

UTS: Communication: Public Communication
Credit points: 8 cp
Result type: Grade, no marks

Requisite(s): 58214 Media Writing and Production OR 58229 Brand Advertising Strategies OR 58230 Professional Advertising Practice OR 58231 Organisational Communication
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Description

Students respond to a client brief to develop a communication strategy and produce a major piece of work. Projects can be tailored to students' particular fields of interest in advertising or public relations or one of their specific sub-disciplines such as social marketing, internal communication, community relations or media relations, or integrated campaigns. The industry collaboration gives students experience in working with clients and producing a major piece of communication.

Subject objectives

a. Analyse a situation and develop a communication strategy
b. Integrate campaign elements in response to a client brief
c. Explain the relationship between concepts and campaign executions
d. Work supportively and professionally as a team
e. Evaluate their own performance and that of their group

Contribution to the development of graduate attributes

This subject makes a major contribution to the students’ capacity to think analytically, work collaboratively and apply their knowledge and skills to produce an integrated campaign in response to a client brief. It also makes a major contribution to their capacity to evaluate their own work.

Teaching and learning strategies

There will be weekly one-hour lectures, followed by two-hour tutorials involving a range of lectures and practical class activities designed to enhance students’ understanding of topic content. These sessions may include guests from industry, case studies, analysis of communication practices, creative exercises in campaign idea generation, team work-in-progress consultations and in-class presentations. These activities will be supplemented by a discussion board on UTSOnline.

Content

Communication practices in sectors of the economy
Review of concepts and conceptual frameworks for strategic campaign planning, research and analysis for advertising and public relations practices
Integrated communication theory and practice: communication media and tools, including one-to-one, two-way, interactive, trans- and engagement media
Sponsorship
Fundraising
Contemporary issues and challenges for practice
Global and international integrated communication
Working effectively as a team. Persuasive presentation skills

Assessment

Assessment task 1: Strategy Report

Objective(s):

a

Weight: 40
Length:

3,000 words

Criteria:
  • Relevance of communication theories
  • Depth of analysis
  • Clarity of the stated problem
  • Validity of strategic recommendations
  • Report layout to a professional standard
  • Breadth of referencing

Assessment task 2: Production of an Element of the Integrated Campaign

Objective(s):

b and c

Weight: 30
Criteria:
  • Relevance of the strategy for the audience(s)/public(s)
  • Technical proficiency
  • Effectiveness of campaign integration
  • Clarity of explanation of relationship between concepts and execution

Assessment task 3: Presentation of an Integrated Campaign

Objective(s):

a, b, c and d

Weight: 20
Length:

15 minutes timed

Criteria:
  • Clarity of the stated problem
  • Relevance of the strategy for the audience(s)/public(s)
  • Effectiveness of campaign integration
  • Clarity of explanation of relationship between concepts and execution
  • Persuasiveness of the presentation
  • Originality or strength of idea
  • Collaboration of the team
  • Quality of individual contribution to the presentation

Assessment task 4: Statement of Reflections

Objective(s):

e

Weight: 10
Length:

800 - 1,000 words

Criteria:
  • Insights on personal learning
  • Clarity and depth of reflection
  • Relevance of strategies recommended for future practice

Minimum requirements

Attendance is important in this subject because it is based on a collaborative approach which involves essential workshops and interchange of ideas with other students and the tutor. An attendance roll will be taken at each class. Where possible, students should advise the tutor in a timely manner if they are unable to attend. Students who fail to attend 85% of classes will be refused to have their final assessment item assessed (see Rule 3.8).

Part of the requirement for this subject is that the community organisation can use in any way the results of the group project as part of the students donation to the community. In return the community organisation agrees to credit the students in work that is published, and UTS retains the right to publish any student work for promotional and education purposes.

Required texts

Required readings will be available under Subject Resources at UTS Library (Hyperlink)


References

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