Module details

  • Fundamentals of Strategic Communication (Semester 1)

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    (20 credits)

    You will be introduced to the multi-disciplinary domain of strategic communication through its fundamental theoretical perspectives and by examining concrete case studies related to significant practices in the field.

    This module will provide you with critical awareness of the main practices of strategic communication in the business and public sectors, at the UK and global levels, and of the key economic, societal and ethical issues arising from these practices.

  • Digital and Social Media Communication (Semester 1)

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    (20 credits)

    You will be introduced to the theory of digital media studies and approaches and practice in digital marketing, with particular attention to social media for strategic communication. The module includes a practical component in which you will design a communication strategy which makes effective use of digital media.

    The module will provide you with a good level of literacy in online communication, including the potentialities offered by digital media to improve strategic communication and the impact of digital media on business and governmental communications.

  • Argumentation and Influencing Strategies (Semester 1)

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    (20 credits)

    You will gain theoretical and practical knowledge of argumentation and rhetoric for the analysis, evaluation, production and performance of persuasive organisational messages. You will be introduced to relevant concepts, instruments and methods to critically examine arguments that appear in different genres of strategic communication. You will also develop written and oral skills supporting the design and presentation of sound and effective arguments that address multiple audiences of stakeholders.

  • Branding Strategy and Communication (Semester 2)

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    (20 credits)

    The module introduces students to the key principles of branding from a strategic communication perspective. The importance of brand equity will be discussed by referring not only to the business and corporate world but also to how branding concepts and strategies are used by countries, regions and cities (place branding); public, cultural and religious institutions; and individual celebrities.

    The module includes a critical reflection on key issues and debates relating to the societal and ethical implications of branding practices, especially in relation to the diffusions of promotional cultures in today’s democratic societies.

  • Strategic Communication in Practice: Professional Perspectives (Semester 2)

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    (20 credits)

    You will be taught via a series of seminars and workshops held by strategic communication leaders and consultants. You will benefit from the experience of these experts to advance your familiarity with current practices of strategic communication. Sessions will cover a variety of sectors, domains and issues including investor relations and financial communication, public relations, social media strategies, government communications, policy influencing campaigns, crisis communication, branding and advertising strategies.

  • Research Methods for Strategic Communication (Semester 2)

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    (20 credits)

    Through this module you will gain the set of methodological skills necessary for undertaking scientific research in the field of communication sciences, with special attention to the analysis and evaluation of strategic communication in public and business contexts.

    The module will give you the necessary analytical and methodological skills to develop your dissertation.

  • Final Project (Summer)

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    (60 credits)

    You will prepare an independent research project in the area of strategic communication, developing your independent research skills and professional standards for the presentation of research material.

    The project can consist in a theoretical or case-study dissertation, largely based on desk-based research (eg. document/text analysis, interviews, etc.). Alternatively, you can choose to elaborate a more practice-oriented investigation in collaboration with an organisation.