University of Technology Sydney

Master of Strategic Communication (Extension)

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-pacing environment. To keep up with these changes, many organisations strive to meet social and stakeholder expectations. However, 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 aims to enable students to: Build understanding of the principles of effective communication and stakeholder engagement for an organisation to achieve optimal outcomes. Confidently diagnose a communication and engagement challenge of a brand and organisation and develop the strategies to address such challenge. Learn and demonstrate the methods and techniques used by communication professionals to gain audience insights that inform effective communication strategies and tactics. These include the use of formal and informal research and evaluation methods

Graduates of this course are equipped to work in roles such as: account executive, senior account executive, brand manager, public relations/communication officer, public relations/communication manager, communication and media advisor, communications and engagement coordinator, communication consultant, engagement and awareness manager, program communication and engagement manager, global manager, internal communication manager, marketing communications senior advisor, sustainability engagement manager, governance and engagement manager, senior communications advisor, corporate communications specialist, PR account director/senior account director, chief client officer, director of media and communication, head of corporate communication and head of corporate, director of public affairs and communication, and senior change and communication lead.