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MBA8008 Communicating Strategically

8W Teaching Period 5, 2022 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
Grading basis : Graded
Version produced : 30 June 2022


Pre-requisite: MBA8001 and MBA8002 and Students must be enrolled in one of the following Programs: MBAL or GDBA or GCBA


It is important for future leaders to adopt a strategic approach to communication to allow the organisation to achieve its goals.  The design of both internal and external communications should reflect the organisation’s purpose, objectives and branding. Leaders need to direct communication strategies that build relationships for both internal and external stakeholders. Strategic communication is critical to providing market offerings that add value to the organisation and its stakeholders.

This course focuses on communication strategies needed to engage with the stakeholders of the organisation. It involves knowledge and understanding of how people receive and interpret communications and the factors that impact upon this process. You will explore how communication can be used to build relationships with both internal and external stakeholders to achieve organisational purpose and objectives. You will evaluate the effectiveness of communication strategies and tactics targeted to specific stakeholders and consider their impact on the brand and reputation of the organisation.

Course learning outcomes

On successful completion of this course students should be able to:

  1. Integrate theory from communication, marketing and public relations disciplines to critique communication approaches designed to enhance the organisation’s brand and reputation
  2. Evaluate message strategies informed by an understanding of the behaviours and characteristics of target audiences
  3. Assess the value of strategic communication strategies designed to achieve organisational goals and build relationships with external stakeholders
  4. Evaluate the impact of communication strategies on the organisation’s internal stakeholders


Description Weighting(%)
1. The communications process and theoretical models 10.00
2. Understanding the behaviours and characteristics of internal and external target audiences 20.00
3. Developing and enhancing an organisation’s brand and reputation 20.00
4. Building relationships and partnerships with stakeholders 20.00
5. Assessing the value of communication strategies on external stakeholders 15.00
6. Assessing the value of communication strategies on internal stakeholders 15.00

Text and materials required to be purchased or accessed

There are no texts or materials required for this course.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Approach Type Description Group
Weighting (%) Course learning outcomes
Assignments Written Workbook 1 No 30 1,2,3,4
Assignments Written Workbook 2 No 30 1,2,3,4
Assignments Written Report No 40 1,2,3,4
Date printed 30 June 2022