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Strategic Communication (PADM90015)

Graduate courseworkPoints: 6.25Not available in 2019

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Year of offerNot available in 2019
Subject levelGraduate coursework
Subject codePADM90015
FeesSubject EFTSL, Level, Discipline & Census Date

This subject examines the strategies and best practice used by political actors to communicate with a focus on political, public and government communication. Political advisers need the ability to influence and persuade, whether it’s presenting policy advice to Ministers and Secretaries, influencing a group in a meeting or building support with stakeholders.

Participants will be introduced to the key concepts and tools underpinning persuasion and learn how to influence, build rapport and trust. Topics covered include advanced media presentation and how news media cover politics, ‘spin’ and PR methods used by politicians to manage the media government communication and new media.

Intended learning outcomes

On completion of this subject, students should be able to: 

  • critically analyse the relationship between media and political processes;
  • demonstrate an advanced understanding of how communication operates within and across various political, public and government contexts;
  • analyse and critique different persuasive techniques and their influence on audiences;
  • appreciate the differences between power and influence and how these are exercised; and
  • understand the key principles that underpin influence and develop effective strategies to building support

Generic skills

A student who has successfully completed this subject will: 

  • be able to demonstrate proficiency in the application of analysis skills to empirical problems.
  • be able to demonstrate competence in critical, creative and theoretical thinking through essay writing, seminar discussion and presentations, conceptualising theoretical problems, forming judgments and arguments from conflicting evidence, and by critical analysis.
  • be able to demonstrate an advanced capacity for critical, analytical and independent thinking in both theoretical and practical contexts of debate and interaction.
  • have the ability to demonstrate a high level of understanding of key communication issues in the industry.

Eligibility and requirements


Admission to the Specialist Certificate in Public Administration (Advanced)



Non-allowed subjects


Core participation requirements

The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.

Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home



Issues campaign plan - report

  • 1000 words
Hurdle requirement: Passing grade required
Week 840%

Individual oral presentation – press conference

  • 5 minutes
Hurdle requirement: Passing grade required
Week 420%


  • 1000 words
Hurdle requirement: Passing grade required
At the end of the assessment period40%

Dates & times

Not available in 2019

Time commitment details

85 hours (allowing for 2 hours of preparatory study per hour of face-to-face contact, 11 hours of face-to-face contact, 22 hours of private study, 6 hours of work on the oral presentation, 12 hours for the issues campaign, and 12 hours for the final essay)

Further information

  • Texts

    Prescribed texts

    There are no specifically prescribed or recommended texts for this subject.

Last updated: 19 July 2019