AMN461 Organisational Storytelling and Media Relations
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMN461 |
|---|---|
| Antirequisite(s): | CON424 |
| Equivalent(s): | AMX461 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,092 |
| International unit fee | $4,584 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMN461 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX461 |
| Assumed Knowledge: | Levels of written English appropriate to tertiary students. |
| Anti-requisite: | CON424 |
| Coordinators: | Anne Lane | a.lane@qut.edu.au Raja Raja Arif | r.rajaarif@qut.edu.au |
Overview
This unit looks at how organisations use storytelling in owned, shared, and earned content developed for distribution via traditional (legacy) and social media. You will learn how traditional and social media play an important role in responding to, and influencing, public opinion surrounding organisations, their issues, and reputations. You will develop a storytelling-based media strategy and portfolio of material to respond to the needs of a real-world organisation. There is a strong focus on media writing.
Learning Outcomes
On successful completion of this unit you will be able to:
- 1. Demonstrate the knowledge and skills necessary to develop a media strategy to help achieve organisational objectives.
- 2. Develop and use the characteristics of storytelling to structure content suitable for traditional and social media.
- 3. Create communication tactics for traditional and social media that respond to organisational goals.
Content
The unit is divided into three key areas. The first introduces key theories and concepts in organisational storytelling and media effects. The second area focuses on key organising frameworks (key messages, news values, and organisational storytelling) and how they relate to owned, shared, and earned content distributed via traditional and social media channels. The third area builds skills in creating material around an organisational storytelling framework, using key messages within a portfolio of distribution-ready collateral.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
In this unit, you will learn by engaging in the following:
- Completing prescribed and recommended readings, from both academic and practitioner sources, that will introduce and/or extend your knowledge of topics of relevance.
- Attending live lectures and workshop-based tutorials (always online via Zoom, and face-to-face as advised) where possible.
- Listening to recordings of sessions.
- Undertaking online tasks and activities.
- Connecting with your student colleagues and members of the teaching time during classes to participate in discussions.
- Working to meet the communication needs of a real-world client.
This unit uses a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items in this unit, both to be completed individually. The first assignment requires you to create and justify a media strategy for a specified real-world client organisation. This knowledge platform is then built on in the second assignment, in which you develop a justified organisational storytelling strategy for a real-world client, and create a portfolio of original associated collateral.
NOTE: Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
Write a report for the client in this unit in which you present recommendations to achieve organisational goals through owned, shared, and earned media. You will use academic theory and existing examples of real-world media use to justify your conclusions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Portfolio
Develop a portfolio of communication items as advised by your lecturer based around the strategy you presented in Assignment 1. The portfolio will include an introduction that presents an original key message and sets out the storytelling approach used to guide the development of the material. Each item of collateral will be accompanied by a rationale that acknowledges and justifies the choices you made in its development.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no prescribed text book for this unit. Reading materials and resources will be sourced from electronic books, academic journals and industry resources.
Other
Additional resources can be found at the unit's Canvas site.
Relevant journals include:
- Communication Research
- Journal of Business Ethics
- Journal of Communication
- Journal of Public Affairs
- Journal of Public Relations Research
- Journal of Communication Management
- Management Communication Quarterly
- Public Relations Review
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 1 2024, Online
| Unit code: | AMN461 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX461 |
| Assumed Knowledge: | Levels of written English appropriate to tertiary students. |
| Anti-requisite: | CON424 |
Overview
This unit looks at how organisations use storytelling in owned, shared, and earned content developed for distribution via traditional (legacy) and social media. You will learn how traditional and social media play an important role in responding to, and influencing, public opinion surrounding organisations, their issues, and reputations. You will develop a storytelling-based media strategy and portfolio of material to respond to the needs of a real-world organisation. There is a strong focus on media writing.
Learning Outcomes
On successful completion of this unit you will be able to:
- 1. Demonstrate the knowledge and skills necessary to develop a media strategy to help achieve organisational objectives.
- 2. Develop and use the characteristics of storytelling to structure content suitable for traditional and social media.
- 3. Create communication tactics for traditional and social media that respond to organisational goals.
Content
The unit is divided into three key areas. The first introduces key theories and concepts in organisational storytelling and media effects. The second area focuses on key organising frameworks (key messages, news values, and organisational storytelling) and how they relate to owned, shared, and earned content distributed via traditional and social media channels. The third area builds skills in creating material around an organisational storytelling framework, using key messages within a portfolio of distribution-ready collateral.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
In this unit, you will learn by engaging in the following:
- Completing prescribed and recommended readings, from both academic and practitioner sources, that will introduce and/or extend your knowledge of topics of relevance.
- Attending live lectures and workshop-based tutorials (always online via Zoom, and face-to-face as advised) where possible.
- Listening to recordings of sessions.
- Undertaking online tasks and activities.
- Connecting with your student colleagues and members of the teaching time during classes to participate in discussions.
- Working to meet the communication needs of a real-world client.
This unit uses a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items in this unit, both to be completed individually. The first assignment requires you to create and justify a media strategy for a specified real-world client organisation. This knowledge platform is then built on in the second assignment, in which you develop a justified organisational storytelling strategy for a real-world client, and create a portfolio of original associated collateral.
NOTE: Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
Write a report for the client in this unit in which you present recommendations to achieve organisational goals through owned, shared, and earned media. You will use academic theory and existing examples of real-world media use to justify your conclusions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Portfolio
Develop a portfolio of communication items as advised by your lecturer based around the strategy you presented in Assignment 1. The portfolio will include an introduction that presents an original key message and sets out the storytelling approach used to guide the development of the material. Each item of collateral will be accompanied by a rationale that acknowledges and justifies the choices you made in its development.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no prescribed text book for this unit. Reading materials and resources will be sourced from electronic books, academic journals and industry resources.
Other
Additional resources can be found at the unit's Canvas site.
Relevant journals include:
- Communication Research
- Journal of Business Ethics
- Journal of Communication
- Journal of Public Affairs
- Journal of Public Relations Research
- Journal of Communication Management
- Management Communication Quarterly
- Public Relations Review
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMN461 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX461 |
| Assumed Knowledge: | Levels of written English appropriate to tertiary students. |
| Anti-requisite: | CON424 |
| Coordinators: | Anne Lane | a.lane@qut.edu.au |
Overview
This unit looks at how organisations use storytelling in owned, shared, and earned content developed for distribution via traditional (legacy) and social media. You will learn how traditional and social media play an important role in responding to, and influencing, public opinion surrounding organisations, their issues, and reputations. You will develop a storytelling-based media strategy and portfolio of material to respond to the needs of a real-world organisation. There is a strong focus on media writing.
Learning Outcomes
On successful completion of this unit you will be able to:
- 1. Demonstrate the knowledge and skills necessary to develop a media strategy to help achieve organisational objectives.
- 2. Develop and use the characteristics of storytelling to structure content suitable for traditional and social media.
- 3. Create communication tactics for traditional and social media that respond to organisational goals.
Content
The unit is divided into three key areas. The first introduces key theories and concepts in organisational storytelling and media effects. The second area focuses on key organising frameworks (key messages, news values, and organisational storytelling) and how they relate to owned, shared, and earned content distributed via traditional and social media channels. The third area builds skills in creating material around an organisational storytelling framework, using key messages within a portfolio of distribution-ready collateral.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
In this unit, you will learn by engaging in the following:
- Completing prescribed and recommended readings, from both academic and practitioner sources, that will introduce and/or extend your knowledge of topics of relevance.
- Attending live lectures and workshop-based tutorials (always online via Zoom, and face-to-face as advised) where possible.
- Listening to recordings of sessions.
- Undertaking online tasks and activities.
- Connecting with your student colleagues and members of the teaching time during classes to participate in discussions.
- Working to meet the communication needs of a real-world client.
This unit uses a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items in this unit, both to be completed individually. The first assignment requires you to create and justify a media strategy for a specified real-world client organisation. This knowledge platform is then built on in the second assignment, in which you develop a justified organisational storytelling strategy for a real-world client, and create a portfolio of original associated collateral.
NOTE: Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
Write a report for the client in this unit in which you present recommendations to achieve organisational goals through owned, shared, and earned media. You will use academic theory and existing examples of real-world media use to justify your conclusions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Portfolio
Develop a portfolio of communication items as advised by your lecturer based around the strategy you presented in Assignment 1. The portfolio will include an introduction that presents an original key message and sets out the storytelling approach used to guide the development of the material. Each item of collateral will be accompanied by a rationale that acknowledges and justifies the choices you made in its development.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no prescribed text book for this unit. Reading materials and resources will be sourced from electronic books, academic journals and industry resources.
Other
Additional resources can be found at the unit's Canvas site.
Relevant journals include:
- Communication Research
- Journal of Business Ethics
- Journal of Communication
- Journal of Public Affairs
- Journal of Public Relations Research
- Journal of Communication Management
- Management Communication Quarterly
- Public Relations Review
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 2 2024, Online
| Unit code: | AMN461 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX461 |
| Assumed Knowledge: | Levels of written English appropriate to tertiary students. |
| Anti-requisite: | CON424 |
Overview
This unit looks at how organisations use storytelling in owned, shared, and earned content developed for distribution via traditional (legacy) and social media. You will learn how traditional and social media play an important role in responding to, and influencing, public opinion surrounding organisations, their issues, and reputations. You will develop a storytelling-based media strategy and portfolio of material to respond to the needs of a real-world organisation. There is a strong focus on media writing.
Learning Outcomes
On successful completion of this unit you will be able to:
- 1. Demonstrate the knowledge and skills necessary to develop a media strategy to help achieve organisational objectives.
- 2. Develop and use the characteristics of storytelling to structure content suitable for traditional and social media.
- 3. Create communication tactics for traditional and social media that respond to organisational goals.
Content
The unit is divided into three key areas. The first introduces key theories and concepts in organisational storytelling and media effects. The second area focuses on key organising frameworks (key messages, news values, and organisational storytelling) and how they relate to owned, shared, and earned content distributed via traditional and social media channels. The third area builds skills in creating material around an organisational storytelling framework, using key messages within a portfolio of distribution-ready collateral.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
In this unit, you will learn by engaging in the following:
- Completing prescribed and recommended readings, from both academic and practitioner sources, that will introduce and/or extend your knowledge of topics of relevance.
- Attending live lectures and workshop-based tutorials (always online via Zoom, and face-to-face as advised) where possible.
- Listening to recordings of sessions.
- Undertaking online tasks and activities.
- Connecting with your student colleagues and members of the teaching time during classes to participate in discussions.
- Working to meet the communication needs of a real-world client.
This unit uses a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items in this unit, both to be completed individually. The first assignment requires you to create and justify a media strategy for a specified real-world client organisation. This knowledge platform is then built on in the second assignment, in which you develop a justified organisational storytelling strategy for a real-world client, and create a portfolio of original associated collateral.
NOTE: Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
Write a report for the client in this unit in which you present recommendations to achieve organisational goals through owned, shared, and earned media. You will use academic theory and existing examples of real-world media use to justify your conclusions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Portfolio
Develop a portfolio of communication items as advised by your lecturer based around the strategy you presented in Assignment 1. The portfolio will include an introduction that presents an original key message and sets out the storytelling approach used to guide the development of the material. Each item of collateral will be accompanied by a rationale that acknowledges and justifies the choices you made in its development.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no prescribed text book for this unit. Reading materials and resources will be sourced from electronic books, academic journals and industry resources.
Other
Additional resources can be found at the unit's Canvas site.
Relevant journals include:
- Communication Research
- Journal of Business Ethics
- Journal of Communication
- Journal of Public Affairs
- Journal of Public Relations Research
- Journal of Communication Management
- Management Communication Quarterly
- Public Relations Review
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.