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 Strategic Communication in Practice: Professional Perspectives
Code COMM522
Coordinator Dr WM Motta Guarneros
Communication and Media
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 FHEQ Whole Session 15


• The module aims at providing interaction between academia and industry, specifically between students and communication professional experts.
• Offering students a more practical and industry-based perspective on strategic communication.
• Inspiring new and emergent topics for research in strategic communication.
• Making students aware of current issues and debates in the domain of the strategic communication industries.

Learning Outcomes

(LO1) Students will gain familiarity with the professional contexts of strategic communication and awareness of key current challenges in strategic communication professions

(LO2) Students will have a critical understanding of relevant issues and debates in the strategic communication industry

(LO3) Students will acquire an advanced understanding of the complexity and importance of planning and managing strategic communication in different professional sectors

(S1) Business and customer awareness basic understanding of the key drivers for business success – including the importance of innovation and taking calculated risks – and the need to provide customer satisfaction and build customer loyalty

(S2) Communication, listening and questioning respecting others, contributing to discussions, communicating in a foreign language, influencing, presentations

(S3) Information technology (application of) adopting, adapting and using digital devices, applications and services

(S4) Commercial awareness

(S5) Communication skills



The content of the seminars depends on the guest speakers invited every year. The topics discussed can include some of the following themes:
• Strategic financial communication and investor relations.
• The purpose of government communications.
• Media relations strategies.
• Branding, marketing and advertising strategy.
• Policy change campaigns.
• Crisis communication.
• The organisation and activities of PR agencies and consultants.
• Entrepreneurship in the fields of strategic communication.
The module considers content discussed in other theoretical modules, but from an industry and practitioner perspectives. The module also introduces new trends and topics discussed in the field of Strategic Communication.
Library resources will be accessible through the module reading list and other key learning resources will accessible through CANVAS. Stud ents are expected to read all reading marked essential and to find their own supplementary resources to write their blog posts.

Teaching and Learning Strategies

Teaching method: Seminars
Description: 1-hour seminars - Professional Industry speakers present their work and discuss a key topic in strategic communication.
Scheduled directed student hours: 16
Unscheduled directed student hours: 134
Attendance recorded: Yes

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   16

Timetable (if known)              
Private Study 134


EXAM Duration Timing
% of
Penalty for late
CONTINUOUS Duration Timing
% of
Penalty for late
Blog post. Resit opportunity: Yes Anonymous Assessment: Yes  2500 words    100       

Recommended Texts

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