| Semester 1, 2020 Online | |
| Short Description: | Connecting with audience |
| Units : | 0.25 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Humanities & Communication |
| Student contribution band : | Band 1 |
| ASCED code : | 100700 - Communication & Media Studies |
| Grading basis : | Graded |
Rationale
It is important for organisations to effectively engage stakeholders, including both internal and external stakeholders. Therefore effective communicate to colleagues, staff and management is important, as well as understanding how to target your ideal clients, sponsors and shareholders.
Synopsis
This minicourse is designed to help the student understand their audiences, including both internal and external stakeholders. It will investigate how to communicate with colleagues, staff and management, as well as how to target ideal clients, sponsors and shareholders. Students will develop a clear understanding on the starting point of communication, and how to adapt their messages to suit their target audience.
Please be advised that this minicourse is made up of four parts please see PCM5000 for the full course specification.
Objectives
On successful completion of this course students should be able to:
- evaluate target audiences to create specific communication outcomes (PCM5000 LO1, LO5);
- apply specialist communication skills to professionally manage effective messages in a variety of context (PCM5000 LO1, LO5).
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Understanding your audience | 25.00 |
| 2. | Conducting an audience analysis | 25.00 |
| 3. | Audience strategies | 25.00 |
| 4. | Communicating with content | 25.00 |
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2020&sem=01&subject1=UPC5011)
Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
There are no texts or materials required for this course.
Reference materials
Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Beebe, S., & Beebe, S 2014, Public speaking an audience-centered approach, 9th, Allyn & Bacon, Boston.
Consterdine, G 2015, Audiences, not platforms,
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Decaro, P., Adams, T., & Jefferis, B 2013, Public speaking: The virtual text,
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Hall, J 2014, How to choose the right medium for your message, Forbes,
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Harrison, K n.d, Audience segmentation is important for better communication,
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Howcast 2014, Active vs. passive voice,
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Jabr, F 2013, The reading brain in the digital age: The science of paper versus screens, Scientific American,
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Koch, A 2007, Speaking with a purpose, 7th edn, Allyn & Bacon, Boston.
Laskowski, L 2012, Painless presentations: The proven, stress-free way to successful public speaking, Wiley & Sons, New Jersey,
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Leckner, S 2012, 'Presentation factors affecting reading behaviour in readers of newspaper media: An eye-tracking perspective', Visual Communication, vol. 11, no. 2, pp. 163-184.
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Lucas, S 2015, The art of public speaking, 12th edn, McGraw Hill, New York.
Manjoo, F 2013, You won’t finish this article, Slate,
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Newberry, C 2018, How to define your target market: A guide to audience research,
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Patel, N 2016, A step-by-step guide to creating reader personas,
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Patel, N., & Putnam, J 2017, The definitive guide to copywriting,
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Robinson, L 2018, Complicating the media planner’s job, Mediatel Newsline,
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Rubens, P 2001, Science and technical writing: A manual of style, 2nd edn, Routledge, New York.
Steele, J 2015, 6 ways writing for online is different than print, The Freelancer,
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SurveyMonkey n.d, Writing good survey questions,
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¾«¶«´«Ã½app of Minnesota 2015, Business communication for success,
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Walker, R 2006, Strategic business communication: An integrated, ethical approach, Thomson Higher Education, Mason, OH.
Callius, P., Ekman, N., Ostnes, T., & Sandvik, I. (2015, October). Will print drown or surf on the third wave of digital advertising? In A. Green (Chair), Cross-media across the world. Symposium conducted at the Publishing & Data Research Forum, London. Retrieved from (Links to an external site.).
Cleveland, B., Galin, M., Maireder, A., Reynolds, C., & Weiss, C. (2015, October). Where do social media conversations start? In R. Silman (Chair), Stimulating brand conversations & driving sales. Symposium conducted at the Publishing & Data Research Forum, London. Retrieved from (Links to an external site.).
Huckin, T. (1983). A cognitive approach to readability. In P. V. Anderson, R. J. Brockmann & C. R. Miller (Eds.), New Essays in Technical and Scientific Communication, Farmingdale, NY: Baywood, pp.90-108. Retrieved from .
Luchina, M., & Shchipkov, V. (2017). Measuring quality of reading and effectiveness of print advertising. In S. McDonald (Chair), Monetising engagement. Symposium conducted at the Publishing & Data Research Forum, Madrid. Retrieved from (Links to an external site.).
Student workload expectations
| Activity | Hours |
|---|---|
| Assessments | 10.00 |
| Directed ¾«¶«´«Ã½app | 30.00 |
Assessment details
| Description | Marks out of | Wtg (%) | Due Date | Notes |
|---|---|---|---|---|
| Assessment 1 | 50 | 100 | 20 Apr 2020 | (see note 1) |
Notes
- The assessment for this minicourse is due 4 weeks after teaching concludes. Students have access to the learning platform for a total of 11 weeks.
Important assessment information
-
Attendance requirements:
There are no attendance requirements for this course. However, it is the students’ responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. -
Requirements for students to complete each assessment item satisfactorily:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item. Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course. -
Penalties for late submission of required work:
Students should refer to the Assessment Procedure (point 4.2.4) -
Requirements for student to be awarded a passing grade in the course:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course. -
Method used to combine assessment results to attain final grade:
The final grade for the full course will be assigned on the basis of the aggregate of the weighted marks obtained for each mapped minicourse, once all assessments have been successfully undertaken. -
Examination information:
There is no examination in this course. -
Examination period when Deferred/Supplementary examinations will be held:
There is no examination in this course, there will be no deferred or supplementary examinations -
¾«¶«´«Ã½app Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene ¾«¶«´«Ã½app policies and practices. These policies can be found at .
Assessment notes
-
Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at .
Evaluation and benchmarking
internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.
Other requirements
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There are 4 minicourses at 0.25 credit point that map to 1 full course. To receive credit for this minicourse into the full course, students must successfully pass the assessment. Once all 4 mapped minicourses have been successfully completed, a credit into the full course applies.