In this unit, students learn how to make an impact through words and visuals in order to expand on their Minimum Viable Products (MVP). Stories are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams.


This unit develops effective communication capabilities by using a diverse set of tools in a variety of contexts. Students define a clear purpose and create the narrative to gather support for their entrepreneurial initiative, which get translated into a communication strategy for their project. Students generate an understanding of the role of culture, values and dispositions in affecting achievement of goals.


Multiple narratives are created for different channels and audiences, developing respect and valuing diversity in the process. These narratives are tested through a variety of channels after which the results are critically analysed, evaluated and interpreted.

Unit details

Location:
Study level:
Undergraduate
Credit points:
12
Unit code:
AEN3001

Prerequisites

AEN2002 - Solution Validation

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Explore and conceptualise the key dimensions of effective communication;  
  2. Collaborate effectively as a member of a team to communicate complex ideas in oral, written, and visual forms across different presentation contexts and to a range of audiences;  
  3. Identify and compose an appropriate narrative based on purpose, promise and positioning in combination with target audience;  
  4. Collaboratively design communication plan;  
  5. Evaluate and make recommendations based on responses to narratives.  

Assessment

Assessment type Description Grade
Other Design of communication plan outlining the rationale, analysis of target audience and content of the storytelling strategy. (1,000 word equiv) 40%
Essay Critically review and reflect on response to the communication plan and recommend future audience focus and channel. (1,250 word equiv) 40%
Presentation Present and justify the target audience, narrative and chosen channel alignment. (750 word equiv) 20%
The cumulative assessment tasks in this unit represent a 3000-4000 equivalent word count.

Required reading

The dragonfly effect: Quick, effective and powerful ways to use social media to drive social change.
Aaker, J.L., Smith, A., & Adler, C. (2010).
San Francisco: Jossey-Bass

Where to next?

As part of a course

You can choose to study this unit as part of the following courses. Refer to the course page for information on how to structure your course to include this unit.

Study a single unit

This unit may be available as a single unit of study.

Find out more about how to apply for single units of study at VU.

VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.