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It is important for future leaders to adopt a strategic approach to communication to allow the organisation to achieve its goals.  The design of both internal and external communications should reflect the organisation’s purpose, objectives and branding. Leaders need to direct communication strategies that build relationships for both internal and external stakeholders. Strategic communication is critical to providing market offerings that add value to the organisation and its stakeholders.

This course focuses on communication strategies needed to engage with the stakeholders of the organisation. It involves knowledge and understanding of how people receive and interpret communications and the factors that impact upon this process. You will explore how communication can be used to build relationships with both internal and external stakeholders to achieve organisational purpose and objectives. You will evaluate the effectiveness of communication strategies and tactics targeted to specific stakeholders and consider their impact on the brand and reputation of the organisation.

On successful completion of this course students should be able to:

1. Integrate theory from communication, marketing and public relations disciplines to critique communication approaches designed to enhance the organisation’s brand and reputation
2. Evaluate message strategies informed by an understanding of the behaviours and characteristics of target audiences
3. Assess the value of strategic communication strategies designed to achieve organisational goals and build relationships with external stakeholders
4. Evaluate the impact of communication strategies on the organisation’s internal stakeholders