This module covers the infrastructure for communication and the way in which it can be managed strategically, as well as the strategic role of PR in how an organisation’s message is built and communicated. It will focus on the defining of communication goals and how resources can be selected and applied to achieve these goals. Content strategies will be examined through case studies, and you will explore how other business functions come into play in an integrated communications strategy. The strategic role of PR in both the creation and management of organisational reputation and image will also be evaluated, and the course will pay particular attention to the impact of new media technologies on the world of spin, image and relationships.
● Demonstrate knowledge of the fundamental theories and best practices of strategic communication.
● Apply theoretical knowledge to produce a strategic communications plan for a company of your choice.
● Analyse the strategic role of PR in an organisation and evaluate how it can be measured.
● With reference to two brands of your choice, assess the role of PR in the relationship between brand and consumer and identify critical success factors.
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ESEI uses the project-based learning and assessment methodology across all modules taught in our master programs. This means that you will work together in groups to develop projects that require creativity, team work, and problem-solving skills.
The main benefit of Project-Based Learning is that by the time you graduate, you will essentially have a portfolio of work to show which will be directly applicable to what you’ll be doing as a future employee or business owner.
It’s up to the teacher to decide on the format of the project – it can be a case study, a written report, a video, a role-playing activity, a podcast, or any other kind of media that gets your point across. The teachers create the project briefs and oversee the progress that teams are making week after week with regular check-in points.
Final Project – 80%
● 40% GROUP Project submission
● 20% INDIVIDUAL Project submission
● 20% GROUP PRESENTATION of the Project and Q&A
Class Participation- 20%
● 20% of the grade will be based on how students participate/engage in class and with the virtual classroom space.
Elena Emma is an executive coach, entrepreneur, adjunct professor, PhD holder, writer, artist and TEDx Speaker. She specialises in transitional coaching; diversity, inclusion and multicultural environment; and restructuring and enhancement of systems, processes, and relationships for individuals and organisations. Her areas of expertise include, individuals (executives, entrepreneurs, professionals, managers, educators, accountants, artists, writers, and students), and organisations (startups, aggressive growth, business distress, cash flow crisis, department malfunction, organisational chart restructuring, culture enhancement, team building and training, and investment search).
