Engaging Audiences
Duration
- One Semester or equivalent
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
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 CommunicationUnit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
This Unit will involve up to 150 hours of work including:
Type (On-campus) | Hours per week | Number of Weeks | Total |
Face to Face Contact Lecture Tutorial |
1 2 |
8 |
24 |
Online Contact Blackboard Collaborate Discussions | 3 | 4 | 12 |
Specified Learning Activities Readings Online Learning Material Online Activities and Responses In class production and editing tutorials | 10 | 10 | 100 |
Unspecified Learning Activities Independent study Assignment preparation Responding to feedback and revision | Recommended |
| 14 |
TOTAL |
|
| 150 hours/12.5cp |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Oral Presentation | Individual | 30% | 1,2 |
Written Research publication | Individual | 50% | 1,3 |
Audience research report | Individual | 20% | 1,2,4 |
General skills outcomes
• Problem Solving Skills
• Communication Skills
• Ability to tackle unfamiliar problems
Content
• Expanding audience reach and Audience retention
• Compelling storytelling: Concept and Craft
• Internal communications: Executive briefing, Employee communications, Team communication
• Media liaison, Relationship management, Partnerships, Networking
• Community engagement and management
• Consensus building: Objections, Complaints, Negotiation, Mediation
• Audience research and insights: Quantitative and qualitative methodologies, Trends
Study resources
- Reading materials.