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 FUNDAMENTALS OF STRATEGIC COMMUNICATION
Code COMM518
Coordinator Dr RV Palmieri
Communication and Media
Rudi.Palmieri@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 FHEQ First Semester 30

Aims

The module aims at providing students with:
• advanced knowledge of the multidisciplinary study of strategic communication and familiarity with crucial concepts in fields such as public relations and corporate communication, (strategic) management, discourse studies, marketing and advertising.
• critical understanding of the functions and impact of strategic communication in contemporary organisations, institutions and society at large.
• familiarity with the different contexts of strategic communication (e.g. financial communication, managerial communication, crisis communication, sustainability communication, etc.).
• ability to analyse strategic communication contexts by identifying goals, audiences-stakeholders and institutional constraints within different communicative situations.


Learning Outcomes

(LO1) Students will acquire advanced knowledge of the multidisciplinary study of strategic communication and gain familiarity with crucial concepts in fields such as public relations and corporate communication, (strategic) management, discourse studies, marketing and advertising.

(LO2) Students will demonstrate critical understanding of the functions and impact of strategic communication in contemporary organisations, institutions and society at large.

(LO3) Student will demonstrate familiarity with the different contexts of strategic communication (e.g. financial communication, managerial communication, crisis communication, sustainability communication).

(LO4) Students will be able to critically examine and explain strategic communication issues and cases through a rigorous application of academic concepts and methods.

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

(S2) Ability to analyse and critically assess strategic communication phenomena.

(S3) Communication skills including clarifying and explaining concepts, defending and justifying opinions, anticipating and addressing critical questions.

(S4) Critical thinking and analysis, including justifying interpretation and evaluation of strategic communication phenomena, constructing rigorous and convincing arguments.


Syllabus

 

The following is an indicative syllabus of the module:
PART 1: Theory and Concepts
• Strategic Communication: definitions and key notions
• The interdisciplinary field of strategic communication, critical and functional perspectives
• The strategic and tactical dimensions of corporate communication
• Communication theory for strategic communication
• The context of strategic communication
• Stakeholders, audiences and publics

PART 2 : Domains and Contexts*
• Crisis Communication (trust, reputation, image)
• Strategic financial communication
• Entrepreneurship communication (e.g. crowdfunding campaigns)
• Strategic communication about human rights, sustainability, and modern slavery
• Strategic communication and Big Data
* The list of domains and contexts can vary to reflect current topical issues and debates, ongoing research within the department a nd staff expertise.


Teaching and Learning Strategies

Summary of Learning and Teaching Methods:
Teaching method: LECTURE AND SEMINAR
Description: WEEKLY 2 HR LECTURE AND 1HR SEMINAR
This activity may be online or on campus and could be subject to changes.
Schedule directed student hours: 33
Unscheduled directed student hours: 267
Attendance recorded: YES
Notes:
Description of how self-directed learning hours may be used: reading module learning materials (key and further reading, researching, set seminar tasks, assignment preparation)


Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 22

11

        33
Timetable (if known) 60 mins X 2 totaling 22
 
60 mins X 1 totaling 11
 
         
Private Study 267
TOTAL HOURS 300

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Oral Examination 20-minute oral examination Resit opportunity = Yes Anonymous = No  20 minutes    50       
Case study analysis 2,000 words Resit opportunity = Yes Anonymous = Yes  1800-2200 words    50       

Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.