Overview
This unit gives you an opportunity to undertake a project of your choice in the Strategic Communication discipline in which you have already done a substantial amount of study. The project is flexible and is designed by students in consultation with academic and workplace supervisors. It may involve academic research into Strategic Communication practice or a professional work placement with an approved organisation (minimum 120 hours). Academic and workplace supervisors will work with students to devise assessment tasks that will meet negotiated and specific project learning outcomes.
Details
Pre-requisites or Co-requisites
Prerequisite: Students must have completed 48 credit points prior to taking this unit
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2025
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Teaching Staff Review
It is valuable for students to perceive a link between their study in this unit, and their future work or career goals
Continue to offer flexibility and choice to students in order to maintain links between their study, and their future career.
- Develop objectives and criteria for a Strategic Communication project proposal
- Demonstrate knowledge and relevant skill of Strategic Communication practice at a graduate level
- Produce an e-portfolio to a professional standard
- Apply knowledge of Strategic Communication theory and practice at a graduate level
- Critically reflect on Strategic Communication practice.
N/A
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Written Assessment - 10% | |||||
| 2 - Practical and Written Assessment - 50% | |||||
| 3 - Written Assessment - 40% | |||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Communication | |||||
| 2 - Problem Solving | |||||
| 3 - Critical Thinking | |||||
| 4 - Information Literacy | |||||
| 5 - Team Work | |||||
| 6 - Information Technology Competence | |||||
| 7 - Cross Cultural Competence | |||||
| 8 - Ethical practice | |||||
| 9 - Social Innovation | |||||
| 10 - Aboriginal and Torres Strait Islander Cultures | |||||
Textbooks
There are no required textbooks.
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
f.heaselgrave@cqu.edu.au
Module/Topic
Select work placement or project and discuss ideas with the coordinator or academic supervisor.
Chapter
Events and Submissions/Topic
Module/Topic
Draft proposal about the work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Vacation Week
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or project, as discussed with your supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Independent work on work placement or media project, as discussed with supervisor
Chapter
Events and Submissions/Topic
Module/Topic
Finalise work placement or project
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Critical Reflection Due: Review/Exam Week Friday (13 June 2025) 11:59 pm AEST
Module/Topic
Chapter
Events and Submissions/Topic
1 Written Assessment
In this assessment, you will choose a real client to work with and will undertake either a placement or a professional project that will culminate in the production of a professional portfolio (see Assessment 2). You will:
1) Submit a short proposal that provides an overview of your placement/project (by the end of Week 3) (500 words maximum); PLUS
2) Participate in a compulsory online Zoom session in Week 4 to discuss your project with staff and peers, using a single Powerpoint slide which summarises your proposal.
1) The written proposal provides a broad outline of the nature and scope of work you will conduct over the term. The proposal enables your academic supervisor to determine whether the project is suitable or needs amendment. Students are required to do 120 hours (10 hours per week) of work/study to develop communication outputs and solutions for a client.
Depending on the nature of your chosen project, this may include time spent at a workplace, conducting independent research about a client and its communication needs, developing designs, prototypes or social media content for a media artefact, pitching, proposing or presenting strategic communication solutions.
The proposal will help you establish the focus and strategic purpose of your project and will enable supervisors to set guidelines against which to support and assess your work.
2) The zoom session will be conducted at a time negotiated with the Unit Lead. The session aims to provide an opportunity for feedback from academic staff and peers regarding the scope and focus of your project. If you have a legitimate reason for non-attendance, you will need to negotiate an alternative appointment with the Unit Lead.
Structure
The proposal should contain a 500-word summary and include the following elements:
- Name of workplace organisation/client
Name and contact details of workplace supervisor/key contact for the client - Brief overview of the organisation/client and its communication context
- Summary of how your placement/project outcomes will enhance the public relations/communication efforts of your organisation/client (what communication benefit will your intervention provide?)*
- Outline of your proposed learning objectives (What do you want to achieve/be able to do by the end of the placement/project?)
- Proposed timeline, including outline of anticipated work to be undertaken as part of the placement/media project
- Suggested artefacts/evidence to be included in the portfolio
*Draw on readings and materials from other PR/communication units to help you identify ways in which your work contributes to communication practice.
Format
You should use appropriate headings to format your proposal and present your work using 1.5 line spacing and 12-point Times New Roman.
Use of GenAI tools in this assessment
Within this assessment item, the use of Gen AI agents (including but not limited to ChatGPT and Microsoft CoPilot) is as follows:
- Gen AI tools can used to format and structure the written proposal and Powerpoint slide.
Use of Gen AI for assessment purposes must be disclosed and correctly referenced, stating how and where it was used. Refer to the Academic Learning Centre reference guide
Week 3 Friday (28 Mar 2025) 11:59 pm AEST
To be submitted prior to Zoom presentation in Week 4
Week 5 Friday (11 Apr 2025)
Results will be available following presentation
Marking criteria
The following criteria will be used to grade student work:
Context: Provides succinct overview of the organisation/client and its communication needs (15%)
Project feasibility: Realistic criteria and timeline for undertaking placement/project work (10%)
Disciplinary knowledge: Knowledge of the benefits and impact of the proposed communication intervention for an organisation/client and to communication practice more broadly (25%)
Portfolio: Relevant communication outputs/artefacts as evidence of placement/project work in the portfolio (25%)
Writing, structure and format: Appropriate structure and format, including the use of headings, font, typeface, and has clear written expression (15%)
Oral Presentation: Coherency and presentation of the single slide and verbal presentation of the proposal (10%)
- Develop objectives and criteria for a Strategic Communication project proposal
2 Practical and Written Assessment
Instructions for creating a digital portfolio
I recommend you set up a portfolio as soon as possible so that you can add content to it as you finalise it with your supervisor and you can use the site as a source to share your work in progress with them (you can set privacy settings to only those you want to give access to).
Below are some resources that you should review to help guide your development of a digital portfolio.
WordPress
The Getting Started With WordPress.com online guide is your starting point for setting up your portfolio. You'll have to create an account if you don't already have one and select the package you want to use. There is a free account with limited features but the $120 for the year will give you more design options.
Hostinger
Hostinger is an easy-to-use web-hosting platform with design templates and domain names for USD 2.99 per month
See this example of a former student of mine who produced her final assessment portfolio using Hostinger. Have a look around and see what features you like about the site and which ones don't work as well. This review will help you make some creative decisions for your own site: Glaucia Chaves - Communication Specialist.
Wix
Another fabulous website builder that has easy functionality and a free account option. Watch this tutorial video (www.youtube.com/watch?v=rBp-Nlm4FEQ) for a step-by-step guide to creating a portfolio using Wix.
Tip: do a search of digital communication portfolios to see a range of creative design options that might be of use to your work. Remember, the purpose of a portfolio is to communicate the most interesting and important information about you and your experience so think carefully about how you want to present your professional self.
Use of GenAI tools in this assessment
The nature of this assessment requires students to create original materials for a client that are added to a digital portfolio website. The use of Gen AI agents (including but not limited to ChatGPT and Microsoft CoPilot) are not appropriate for this assessment.
Review/Exam Week Friday (13 June 2025) 11:59 pm AEST
Early submission is permitted.
Exam Week Friday (20 June 2025)
Assessment will be graded within two weeks.
Marking criteria
The following criteria will be used to grade student work:
- Portfolio organisation: Logical presentation and structure of digital portfolio (40%)
- Portfolio of materials: Quality and range of evidence provided (50%)
- Written expression: Appropriate use of grammar, spelling and attention to detail (10%)
- Demonstrate knowledge and relevant skill of Strategic Communication practice at a graduate level
- Produce an e-portfolio to a professional standard
3 Written Assessment
- Managing client/supervisor relationships
- Setting and meeting project timelines
- Communication errors/missteps (e.g. email tone, delayed responses from supervisors/clients, lack of clarity/comprehension about tasks)
- Navigating new workplace practices (e.g. IT systems, websites, shared office, remote working)
- Design or production delays/issues
Your reflection should demonstrate how your professional communication practice has been strengthened by knowledge and application of strategic communication theory.
Format
This assessment is a personal reflection so it should be written in the first person. Make use of appropriate headings and visual content, in dialogue with your supervisor, to structure your work.
Academic and industry references must be used to show how your practical knowledge has been informed by strategic communication concepts.
Use of GenAI tools in this assessment
Within this assessment item, the use of Gen AI agents (including but not limited to ChatGPT and Microsoft CoPilot) is as follows:
- Gen AI is not allowed for the Logbook task
- Gen AI can be used to format and structure the written reflection only. Please note, this assessment task should be written in your voice using a first-person pronoun.
Use of Gen AI for assessment purposes must be disclosed and correctly referenced, stating how and where it was used. Refer to the Academic Learning Centre reference guide for more information.
Review/Exam Week Friday (13 June 2025) 11:59 pm AEST
Submitted as a word document
Exam Week Friday (20 June 2025)
Marked within two weeks
Marking criteria
Students work will be assessed according to the following criteria:
Logbook: Quality and content of logbook and ability to annotate and summarise weekly tasks, responsibilities and experiences related to the placement/project (20%)
Relevance of reflection: Ability to reflect on professional and personal challenges related to project milestones, workplace practices and relationships, and the resolution strategies used to remedy issues (25%)
Critical reflection: Use of insight and application of strategic communication concepts to reflect on the placement/project experience and future communication practice (25%)
Written expression: Appropriate use of grammar, paragraph spacing and formatting; use of first-person to reflect on experiences (15%)
Research: Appropriate use of industry and academic research related to strategic communication (10%)
Referencing: Accurate use of in-text and end-text referencing with correct APA 7 formatting (5%)
- Apply knowledge of Strategic Communication theory and practice at a graduate level
- Critically reflect on Strategic Communication practice.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
