• The module aims at providing interaction between academia and industry, specifically between students and communication professionals and 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.
• Enhance students’ awareness of current employability challenges and opportunities in the domain of strategic communication

(LO1) Students will be able to examine strategic communication in different professional contexts.

(LO2) Students will be able to evaluate relevant issues and debates in the strategic communication industry.

(LO3) Students will be able to demonstrate 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 profile of the guest speakers invited every year. The topics discussed may include areas such as:
• Strategic financial communication and investor relations.
• Institutional communication from governments and local authorities.
• The role of AI in strategic communication.
• Strategic communication by cultural institutions.
• Media relations strategies.
• Branding, marketing and advertising strategy.
• Policy change campaigns.
• Crisis communication and reputation management.
• The organisation and activities of PR agencies and consultants.
• Entrepreneurship in the fields of strategic communication.
• Social media and 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 be accessible through CANVAS. Students are expected to read all reading marked essential and to find their own supplementary resources to write their essays.

Teaching method: Seminars
Description: 1.5-hour seminars - Professional Industry speakers present their work and discuss a key topic in strategic communication. A 1-hour seminar session will be organised in week 1 to introduce the module to students.
Scheduled directed student hours: 10
Unscheduled directed student hours: 140
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).