57213 Understanding and Engaging Audiences

Description

This subject explores the importance and processes of understanding 'audiences' through formal quantitative and qualitative research methods. Students learn traditional, formal, informal and advanced research methods to identify and apply the most appropriate ways to understand audiences. These methods inform student understanding of audience interests, concerns, needs and communication preferences to develop evidence-based strategic communication. Methods include observation, key informant interviews, and content analysis. Students learn the value of integrating research into strategic communication projects for diverse organisations. They develop research, design and management skills through simulation activities and case studies.