Module Details

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Introduction to Strategic Communication
Code COMM312
Coordinator Dr RV Palmieri
Communication and Media
Year CATS Level Semester CATS Value
Session 2021-22 Level 6 FHEQ Second Semester 15


The module seeks to provide students with:
1. Critical understanding of the strategic functions of communication for organisations and institutions.
2. Awareness of the positive and negative impact of strategic communication practices on society.
3. Knowledge of the interdisciplinary field of strategic communication.
4. Ability to critically analyse strategic communication phenomena in different social contexts.

Learning Outcomes

(LO1) Students will be able to explain the different roles and functions of strategic communication in different types of organisation and institutions.

(LO2) Students will demonstrate critical understanding of the impact of strategic communication practices on society, including the ability to engage in discussions regarding the positive and negative influences of strategic communication on democracy, human relations and markets.

(LO3) Students will demonstrate knowledge of the main theories and models which constitute the interdisciplinary field of strategic communication research.

(LO4) Students will be able to analyse and evaluate strategic communication phenomena by utilising concepts and methods developed within the academic discipline.

(S1) Use of relevant theories for the critical understanding of strategic communication processes.

(S2) Ability to analyse strategic communication phenomena by identifying and reconstructing contextual and textual elements.

(S3) Application of literacy, ability to produce clear, structured written work.



The following is an indication of the main topics discussed in the module:
- What is strategic Communication? Definitions, key concepts, relationship between strategy and communication.
- Strategic communication as an interdisciplinary field of research: historical overview.
- Approaches to strategic communication: functional/managerial and critical/rhetorical perspectives.
- Strategic communication between control and participation.
- Analysing strategic communication contexts.
- Analysing communication strategies.
- Evaluating communication strategies: reasonableness and effectiveness.
- Contexts of strategic communication: financial communication.
- Contexts of strategic communication: human rights and modern slavery communication.
- Contexts of strategic communication: crisis communication.

Teaching and Learning Strategies

Teaching method: Lecture, workshops and seminars
Description: Every week, one asynchronous lecture will be offered to students as an introduction to the main topic of the week. Online workshops and on campus seminars will be aimed at reviewing and deepening the topics covered in the lecture and discuss them more in detail through the analysis of case studies and group activities. The online workshops will run for 5 weeks, the on-campus seminars will run for six weeks.
Schedule directed student hours: 33
Unscheduled directed student hours: 117
Attendance recorded: yes
Notes: Description of how self-directed learning hours may be used: readings, class preparation, group work.

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 11



Timetable (if known) 60 mins X 1 totaling 11
        120 mins X 1 totaling 12
120 mins X 1 totaling 10
Private Study 117


EXAM Duration Timing
% of
Penalty for late
CONTINUOUS Duration Timing
% of
Penalty for late
Essay including analysis  3,000 words    100       

Recommended Texts

Reading lists are managed at Click here to access the reading lists for this module.