CQUniversity Unit Profile.

Overview This assessment evaluates your ability to engage in meaningful discussions about strategic communication concepts, either through in-class participation or online forum engagement. The assessment supports Learning Outcomes 1, 2, and 3, developing your understanding of public relations, strategic communication theories, and ethical reasoning through collaborative dialogue.

Task Description 

In this assessment, you will participate in weekly discussions about strategic communication, either in class or through the online forum. You'll engage with key concepts from the weekly materials, share your thoughts, and interact with your peers' ideas. This flexible assessment allows you to earn marks through regular participation between Weeks 2-10, with each week offering up to 2 marks for meaningful contribution. Whether you choose to participate in face-to-face discussions or engage online, the focus is on demonstrating your understanding of the concepts and contributing to collaborative learning. An additional 2 marks awarded based on the overall quality, consistency, and thoughtfulness of your engagement across the entire term. 

You can mix and match your engagement by participating in class some weeks, and via the discussion forum in others. All online discussion posts must be completed by Week 11. 

Participation Options

Option 1: In-Class Participation

Attend and actively participate in weekly class discussions

Earn up to 2 marks per week (Weeks 2-10)

Participation includes: 
- Contributing to group discussions
- Engaging in class activities
- Responding to peer contributions
- Asking relevant questions

Option 2: Online Discussion Forum

Respond to weekly discussion prompts on Moodle

Earn up to 2 marks per week (Weeks 2-10)

Each post should: 
- Address the weekly discussion question
- Demonstrate engagement with unit materials
- Include interaction with peers' posts
- Be completed by Week 11
 

Important Notes

- You may mix participation between in-class and online formats
- Perfect answers are not expected; the focus is on engagement and learning
- Basic familiarity with weekly readings will enhance discussion quality
- Regular participation is encouraged over last-minute forum posts
 

Due to the nature of this task, the standard 72-hour grace period does not apply to this assessment. We recognise that unexpected circumstances may arise, and encourage students to reach out as early as possible if they are experiencing difficulties, so that appropriate support or adjustments can be considered in line with university policy. 

Use of GenAI Tools

Level 3: You may use AI to assist with specific tasks such as drafting text, refining and evaluating your work. You must critically evaluate and modify any AI-generated content you use. Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity.  

Assessment Support

- Weekly readings available on Moodle
- Discussion prompts posted at the start of each week
- Unit coordinator available during consultation hours
- Technical support available through TASAC Help Desk

You will receive 2 marks per week (Weeks 2-10 = 9 weeks × 2 marks = 18 marks) for participating in either scheduled class discussions OR online forum discussions. These marks are awarded for contribution. 

An additional 2 marks are awarded based on the overall quality, consistency, and thoughtfulness of your engagement across the entire term- 

Excellent Engagement (2 marks)

Contributions are consistently timely and well-considered
Actively contributes to the learning community by asking thoughtful questions, building on others' ideas, and sharing relevant examples
Demonstrates excellent understanding of unit concepts and their practical applications
Shows evidence of regular and meaningful engagement with weekly content

Good Engagement (1 mark)

Contributions are generally thoughtful and demonstrate good understanding of material
Makes meaningful contributions to discussions, though participation may be irregular or delayed
Shows adequate preparation and engagement, though there is room for more specific examples

Limited Engagement (0 marks)

Participation is irregular with several missing engagements
Contributions (when present) may lack depth, relevance, or connection to unit content
Limited contribution to the collaborative learning environment

Marking will be completed after the final contribution deadline (Friday, Week 11), at which point online discussion boards are locked to ensure accurate calculation. Final marks and feedback will be available by Monday, Week 12. Throughout the term, you will receive informal, formative feedback through in-class discussions, responses to your online forum posts, and email correspondence.

Overview Strategic communication is a complex interplay of theory, ethics, and practical skill. In this assessment, you will analyse a contemporary communication campaign or crisis, demonstrating your understanding of strategic communication theories, ethical frameworks, and stakeholder engagement as explored in the unit to date. Through critical analysis of a real-world case study, you will show how organisations navigate complex communication challenges in our rapidly evolving media landscape.

Task Description 

In this written assessment you will analyse a real-world communication case study. You will be provided with a detailed case study brief that includes background information, media coverage and organisational responses. Your task is to read and understand this material and then write a 1,500 word analysis that examines the organisation’s handling of the event/case. 

Think of yourself as a communication consultant looking back at how the situation was managed, and what we can learn from it.  

This should be presented in an informal report style. You may use clear headings and sub-headings to organise your work. Your analysis should address the following sections:

Campaign Overview (approx. 200 words) 
- Brief summary of the organisation and communication context
- Key timeline of events/activities
- Primary objectives of the communication strategy

Theoretical Analysis (approx. 400 words) 
- Which communication theories from Weeks 1-3 are most relevant to this case, and why?
- How did the organisation's approach align (or not align) with these theories?
- What evidence can you find of strategic planning in their approach?

Stakeholder Analysis (approx. 400 words) 
- Who were the key stakeholders in this situation?
- How did the organisation manage different stakeholder relationships?
- How effective was their stakeholder engagement?

Ethical Analysis (approx. 300 words)  
- How well did the organisation follow professional codes of practice?
- What ethical challenges arose, or could have arisen, and how were they handled?
- Were there any conflicts between ethical obligations to different stakeholders?

Strategic Recommendations (200 words) 
- Based on your analysis, what could the organisation have done better?
- Which alternative approaches might have been more effective?
- What are the three most important lessons from this case?

Your writing should be clear and professional, and you may write in the first person where appropriate (e.g., "I believe the organisation should have..."). Support your analysis with specific examples from the case and references to unit materials.

Case Study Options 

To be provided on Moodle

Other Information

- You are encouraged to include relevant screenshots, social media examples, and media coverage to support your analysis
- All sources must be properly referenced using APA 7th style
- The word count excludes references and appendices (if applicable)

Alternative Case Selection

If you wish to analyse a different case study, you must obtain approval from the unit coordinator at least two weeks before the submission date. Your proposed case should be:

- From the last three years
- Well-documented with public information
- Relevant to the Asia Pacific region
- Demonstrate clear strategic communication elements

Use of GenAI Tools

Level 3: You may use AI to assist with specific tasks such as drafting text, refining and evaluating your work. You must critically evaluate and modify any AI-generated content you use. All students must include a statement about AI tool use (even if you did not use any AI tools). Guidance on completing this statement is provided on Moodle. 

Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity.

Assessment Support

Assessment briefing will be provided in Week 4
Draft review opportunities available during class in Week 6

This assessment is marked against six key criteria:

Attention to Assessment Requirements (5%) – Addresses all assignment requirements, uses an approved case study, and includes all required elements with appropriate detail.

Case Analysis and Understanding (20%) – Demonstrates comprehensive understanding of the case, identifies key issues and stakeholders, and shows insight into both explicit and implicit aspects of the situation.

Application of Strategic Communication Theories and Models (25%) – Effectively applies relevant theories and models from the unit to analyse the case, showing understanding of how theoretical concepts explain communication practices and outcomes.

Stakeholder Analysis (25%) – Identifies relevant stakeholders, analyses their interests and influences, and evaluates how stakeholder considerations shaped communication strategies and outcomes.

Critical Evaluation of Communication Strategies (15%) – Thoughtfully evaluates the effectiveness of communication strategies using appropriate criteria, considering context, constraints, and alternative approaches.

Research, Presentation, and Appropriate Use of AI Tools (10%) – Uses credible sources including unit readings, presents work professionally with minimal errors, and demonstrates original analysis with appropriate acknowledgement of any AI assistance.

Important Note: Excessive or inappropriate use of AI-generated content may result in grade reduction or academic integrity investigation. Students must produce original work demonstrating their own critical thinking and analysis.

A detailed marking rubric showing performance standards from Fail to High Distinction for each criterion is available on Moodle.

Overview This final assessment invites you to step into the role of a communication professional by developing your own PR campaign. You'll create a practical portfolio that demonstrates your understanding of strategic communication while building valuable industry skills.

Task Description 

Choose an organisation or cause that interests you and develop a strategic communication plan with supporting materials. This could be a brand you admire, a social cause, or a community organisation.

Components:

Communication Plan (20%) approx. 1000 words.

Your roadmap for success, including:

- Situation analysis (What's the current context?)
- Communication objectives (What do you want to achieve?)
- Target audience analysis (Who are you trying to reach?)
- Key messages (What do you want to communicate?)
- Strategy and tactics (How will you reach your audiences?)
- Timeline (When will activities take place?)
- Evaluation methods (How will you measure success?)
 

Communication Materials (20%) approx. 200-300 words each.

Create professional examples of (pick 2):

- Press release 
- Social media post for one platform 
- Professional email to stakeholders
- Blog post
- Newsletter
- Key messages document
- Fact sheet
- Media alert

Plus 1 visual element (required):

- Infographic
- Social media tile
- Campaign poster
- Other visual asset
 

Reflection (5%) approx. 500 words.

A thoughtful discussion of:

- Your strategic choices and rationale
- Application of unit theories
- Ethical considerations
- Challenges and solutions
 

Use of GenAI Tools

Level 3: You may use AI to assist with specific tasks such as drafting text, refining and evaluating your work. You must critically evaluate and modify any AI-generated content you use. All students must include a statement about AI tool use (even if you did not use any AI tools). Guidance on completing this statement is provided on Moodle. 

Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity.

Assessment Support

- Lecturer consultation hours: Booking information in Moodle
- In-class workshops 
- Assessment Q&A forum on Moodle
- Draft review opportunities in tutorials

This assessment is marked across three main sections:

Part A: Communication Plan

Situation Analysis – Comprehensive analysis of the communication context with application of unit concepts
Goal and Objectives – Clear, SMART objectives that align with the situation analysis
Strategies and Tactics – Appropriate strategies informed by unit theories and aligned with objectives
Target Audience and Key Messages – Thoughtful audience segmentation and tailored key messages
Timeline – Realistic scheduling of campaign activities with clear connections to campaign elements
Evaluation – Appropriate evaluation methods aligned with campaign objectives
Presentation and Referencing – Professional presentation with accurate referencing and evidence of original work

Part B: Communication Materials

Content Quality – Professional content pieces that effectively communicate key messages and adhere to format requirements
Visual Elements – Appropriate visual design that enhances key messages
Presentation and Referencing – Professional presentation with appropriate source acknowledgement

Reflection

Strategic Integration – Evidence of strategic thinking with cohesive portfolio elements working together
Reflection Quality – Thoughtful explanation of strategic choices with clear links to unit theories, discussion of ethical considerations and challenges, and demonstration of personal engagement with learning

A detailed marking rubric showing performance standards from Fail to High Distinction for each criterion is available on Moodle.