Engaging Audiences

MDA70003 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

On-campus unit delivery combines face-to-face and digital learning.

2022 teaching periods


Higher Ed. Semester 2

1 Aug 22 - 30 Oct 22

6 Dec 22

Last self enrolment:
14 Aug 22

31 Aug 22

Last withdraw without fail:
16 Sep 22

Aims and objectives

This unit prepares students for employment as media and communications coordinators by training them to use strategies and skills of media use for effective stakeholder engagement. This unit integrates the three areas of audience engagement practice: audience research, communications strategy, and content creation. This unit will develop students’ capacities to discern the specific needs of diverse audiences, to plan and implement strategies to build relationships and consensus with priority stakeholders, to make complex concepts accessible through appropriate forms of communication, as well as to track and report on the results of engagement initiatives.

Students who successfully complete this unit will be able to:
1. Assess the literacies and needs of a range of audience segments, in order to prioritise specific genres, modes, and platforms of communication;
2. Design and justify strategies that can be predicted and proven to engage selected audiences;
3. Research and generate appropriate content across a range of genres
4. Monitor and evaluate the consistency, quantity, and quality of communication and audience engagement.


Courses with unit

Master of Media and Communication