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1.1 Critically assess domestic, national and international media

Unit 805: Strategic Communication

Unit code: L/506/9129 RQF level: 8


The unit aims to develop the ability to critically assess and appreciate the impact of media for international organisations. It considers stakeholders, political and pressure groups as well as the part played by media owners.

Learning Outcomes and Assessment Criteria

Unit 805: Strategic Communication

Learning Outcomes

Assessment Criteria

1. Be able to ascertain the significance of media on international organisational strategy

1.1 Critically assess domestic, national and international media

1.2 Critically evaluate the importance of the media in influencing partners, opinion formers, stakeholders, customers and the public at large

1.3 Critically identify and evaluate the influence of pressure and political groups, and media owners, on the media’s portrayal of international organisational policy and strategy

2. Be able to evaluate the impact of global and ever- present media on stakeholder opinion

2.1 Critically research and review the challenges and pressures faced by the media in reporting the activities which deliver international organisational policy and strategy

2.2 Critically evaluate how the media’s constraints and time- critical requirements can be used for positive corporate strategic outcomes

2.3 Critically assess and evaluate the interaction of news, public and stakeholder opinion on international organisational policy and strategy

2.4 Critically evaluate the impact of global news media and design innovative methods of utilising these to the benefit of the international organisational policy and strategy

Indicative Content: Unit 805: Strategic Communication

In this unit learners will study a number of models, concepts and ideas which can be used to help manage strategic communications.

Learners will be introduced to models and ideas which may help in managing in the context of an organisation. These include:

  • What is the media?
  • Media, Public, Policy, People
  • Positioning of Major Communication Vehicles
  • Integrated Marketing Communications (IMC)
  • Building the media plan and todays goals
  • Time to start another plan
  • The Message
  • Media impact on public policy and the implications for a civil society
  • Hegemony and integrated theory
  • Media Creating
  • Policy Impact
  • Effects theory and public opinion
  • Defining perceptions in and of organisations
  • Reasons for the growth of pressure groups and lobbying
  • Knowledge sharing - or not!
  • Ethics and decision making strategies
  • The between emergence and entropy
  • The impact of the 24 x 7 world
  • Public relations
  • Cialdini`s six principles of influence
  • Internal branding
  • Models of communication
  • Stages of buying and Advertising

Suggested Resources

  • Strange S. (2003), “The Declining Authority of States”, Ch. 12 in D. Held and A. McGrew, The Global Transformations Reader: An Introduction to the Globalization Debate. Cambridge: Polity Press.
  • Strange S. (1998) Mad Money: When Markets Outgrow Governments, Ann Arbor: University of Michigan Press.
  • Garrett, G. (2003) Ch. 26, “Global Markets and National Politics” pp. 301-318 in D. Held and

A. McGrew, The Global Transformations Reader: An Introduction to the Globalization Debate. Cambridge: Polity Press

  • Frenkel, M. (2003) Decolonizing Organization Theory: Between Orientalism and Occidentalism. Paper presented at the third Critical Management Studies Conference, Lancaster.
  • Hofstede, G. & Minkov, M (2010) Cultures and Organizations: Software of the Mind, Third Edition: Intercultural Cooperation and Its Importance for Survival.3e New York: McGraw-Hill
  • Holliday, A. (2011) Intercultural Communication and Ideology. London: Sage.
  • Holliday, A., Hyde, M. and Kullman, J. (2010) Intercultural Communication. London: Routledge.
  • Hua, Z. (2011) Language and Intercultural Communication Reader London: Routledge.

Jack, G. and Westwood, R. (2009) International and Cross-Cultural Management Studies: A Postcolonial Reading. New York: Palgrave MacMillan

Unit 805: Strategic Communication

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