General Information
Media Strategies provides students with a strong foundation for understanding and navigating a changing and complex media environment and within the broader public relations context. It examines the challenging media landscape by building a framework for managing relationships, content and platforms in a transmedia environment. Students will apply theoretical knowledge, research skills, interpersonal and group skills, and creative problem-solving abilities to current industry media scenarios. You will work with a client to research and analyse its business to address communication needs and opportunities. You will work within the client's real-world limitations to create, produce, and pitch a comprehensive media strategy and content to achieve business goals.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR12-235 Subject title: Media Strategies Subject level: Undergraduate Semester/Year: September 2023 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Computer Lab: x12 (Total hours: 12) - Laboratory
- Lecture: x12 (Total hours: 24) - Weekly Lecture
- Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: Each week, in forums and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is, having all assigned readings completed before each weekly lecture, is needed for understanding lecture material, participating in group activities, and peer review. -
Resources
Prescribed resources: Books
- Jane Johnston,Katie Rowney (2018). Media Strategies. n/a,
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications.
Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | PUBR12-235 |
| Subject title: | Media Strategies |
| Subject level: | Undergraduate |
| Semester/Year: | September 2023 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Each week, in forums and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is, having all assigned readings completed before each weekly lecture, is needed for understanding lecture material, participating in group activities, and peer review. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. Assumed Prior Learning (or equivalent):
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| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
- Formulate a targeted, creative and appropriate client media strategy including producing recommended content.
- Demonstrate effective oral and written presentation skills through a client pitch.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Assignment One media release plus social media piece. 20.00% Week 5 1,2,3 Creative Piece Video news story 30.00% Week 9 1,2,3 Creative Project Group media strategy (presentation and written) including an individual portfolio. 50.00% Week 12 1,2,3,4 - * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Assignment | One media release plus social media piece. | 20.00% | Week 5 | 1,2,3 |
| Creative Piece | Video news story | 30.00% | Week 9 | 1,2,3 |
| Creative Project | Group media strategy (presentation and written) including an individual portfolio. | 50.00% | Week 12 | 1,2,3,4 |
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Subject curriculum
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The changing media environment
We introduce media relations in a transmedia environment, and consider mainstream and social media platforms and developing relationships. We also review the semester content and assessment.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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What makes news; media theories and working with the media
We will learn about frameworks for how news works, and we apply this knowledge to working with journalists and influencers.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Social networks
We explore social networks to gain an understanding of how to incorporate them into media strategies.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Media relations and social media tools
We explore the strategic use of fundamental media relations and social media tools.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Creating content and videography
We will learn the power of visual content, what to create, when and how to create content, and how to incorporate visuals in media strategy as well as techniques for creating powerful videos.
SLOs included
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Client Briefing
The semester client will brief us on the major campaign.
SLOs included
- Formulate a targeted, creative and appropriate client media strategy including producing recommended content.
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Multiplatform storytelling
We investigate the narrative, and consider how powerful storytelling across media platforms is vital to media relations.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Translating expertise
We continue learning about the narrative, with a focus on complex topics, technical knowledge and experts as well as how to 'make the complicated uncomplicated'.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Media events
We learn about media events including when and how to organise media conferences, 'pressers', interviews, and other events, as well as preparation and training for events.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Campaign Planning Workshop
We participate in a planning workshop to fine-tune media strategies for the semester client.
SLOs included
- Formulate a targeted, creative and appropriate client media strategy including producing recommended content.
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Media practice in issues and crisis management, and law and ethics
Media is often key to managing issues and crises. We consider the key concepts for best practice. We also look at the impact of law and ethics on media practice.
SLOs included
- Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
- Apply theoretical knowledge¿to strategic media management through authentic case studies and media strategies.
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Group media strategies - Client pitch
Students pitch their media strategies to the client.
SLOs included
- Formulate a targeted, creative and appropriate client media strategy including producing recommended content.
- Demonstrate effective oral and written presentation skills through a client pitch.