Registry

Module Specifications

Archived Version 2020 - 2021

Module Title
Module Code
School
Online Module Resources
NFQ level	9	Credit Rating	10
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This module will provide students with a good working knowledge of the theories, practices and key issues underpinning effective communication management.

Learning Outcomes

1. Demonstrate an understanding of how to resource and manage a communications function.
2. Demonstrate an awareness of the role of the communications function within the wider organisation.
3. Identify the required skills and capabilities to design and execute a communications programme.
4. Measure and evaluate the outcomes and impact of a communications activities within organisational context.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	20	Weekly online lectures, via Loop.
Online activity	25	Engagement with discussion forums on Loop.
Online activity	55	Engagement with digital materials.
Assignment Completion	50	Researching and completion of course assignments.
Independent Study	100	Sourcing and reading module-related materials.
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

The Communications Plan
Background and situation analysis; goals and objectives; research; target audiences / stakeholders; key messages and themes; proof points; communication tools; evaluation.

The Communications Team
Roles on a communications team; Choosing a spokesperson; Best practice in media training.

Networking & Relationship Management
Creating, maintaining and developing relationships with key stakeholders.

How Agencies Work
Understanding the role and purpose of the departments within agencies and their relationship with the market and the client.

The In-house Function
How internal communications functions work within the wider organisational context. Identify internal stakeholders; create, develop and maintain relationships with internal publics; recognise the importance of internal stakeholders in communicating with a wider audience.

Managing Digital Within Communications
How to optimise the use of digital in achieving effective and sustained communication through effective co-ordination and management.

Measurement & Evaluation
Review of existing measurement and evaluation models.

Case Studies
Case Studies in effective communication management.

Assessment Breakdown
Continuous Assessment	%	Examination Weight	%

Type	Description	% of total	Assessment Date
Course Work Breakdown

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
Unavailable

Indicative Reading List

Capozzi, Louis & Rucci, Susan: 2013, Crisis management in the age of social media, Business Expert Press, New York,
Gruing, James E.: 1992, Excellence in Public Relations and Communication Management, Routledge,
Hearit, Keith Michael: 2006, Crisis management by apology: corporate responses to allegations of wrongdoing, Lawrence Erlbaum Associates, Mahwah, N.J,
Lukaszewski, James E: 2013, Lukaszewski on Crisis Communication: What Your CEO Needs to Know about Reputation Risk and Crisis Management, Rothstein Publishing,
Theaker, Alison: 2012, The Public Relations Handbook, 4th, Routledge,

Other Resources

23444, Web site, Coombs, W. Timothy, 2014, Crisis Management and Communications, Institute for Public Relations, http://www.instituteforpr.org/crisis-management-communications/, 23445, Blog, 0, Bulletproof, Levick Strategic Communications, http://levick.com/insights/crisis, 23446, Blog, 0, Communicating through a Crisis, Dan Hicks, http://crisisexperts.blogspot.ie/,

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