University of Technology Sydney

Graduate Diploma in Strategic Communication

Facing ongoing technological and social developments, strategic communication becomes critical in every organisation’s practices. Emerging technologies, dynamic media environments, and diverse social issues shape the way individuals engage with or respond to organisations’ communication. In addition, individuals’ preferences keep changing in this fast-paced environment. To keep up with these changes, many organisations strive to meet social and stakeholder expectations. It is often challenging for organisations to do so. This is because different stakeholders exhibit different levels of motivation to engage and collaborate with those organisations. Therefore, strategic communication is required to effectively connect with those diverse stakeholders by grasping key audience insights and formulating possible strategies across complex, fragmented media ecosystems. Strategic communication builds a critical foundation of organisational success. Communication professionals are expected to understand the role of strategic communication in cultivating favourable stakeholder relationships and maintaining positive reputation for organisational survival and legitimacy.

This course introduces students to practice-oriented knowledge and skills required in the field of communication. It serves as a stepping-stone for students who would like to apply those advanced knowledge and skills in developing, implementing, and evaluating innovative and integrated solutions to real-world communication challenges. This course aims to: Build understanding of the principles of effective communication and stakeholder engagement for an organisation to achieve optimal outcomes Explore and apply the foundational knowledge and skills students need to build their communication career progression.

Graduates of this course are equipped to work in roles such as: account executive, public relations/communication officer, public relations/communication manager, communication and media advisor, communications and engagement coordinator, content creator, digital ad specialist, social media marketing specialist, and publicity coordinator.