Subject Area: Media

This course focuses on the principles, dynamics, and particulars of strategy that underpin communication initiatives across the sub-disciplines of public relations and advertising. You will be exposed to key theories and models that underpin and drive cut-through solutions to complex strategic problems. In forming coherent strategic frameworks, you will learn to distinguish between strategy, tactics, and objectives. You will learn the principles and value of research and the importance of selecting strongly aligned tactics and appropriate media channels. Likewise, you will learn how to frame relevant messages and to be sensitive to the crucial matter of timing. With its foundations in the art of war, you will learn that a strong, coherent, yet flexible strategy underpins the success of competitive and cooperative strategic endeavour.