You will produce a full strategic stakeholder communications plan for a project or
activity which covers all the elements of the communications planning and delivery
process. This should be presented within a recognised communications framework e.g.
SOSTAC and include situation analysis, objectives, strategy, tactics, and how success
will be evaluated. The plan must contain an explanation and demonstration of
stakeholder mapping using a recognised mapping tool and a theoretical evaluation of
approaches to stakeholder management. Finally you should include a timeline for
implementation of the communications activity.
Some options below have been provided below. Alternatively you can choose your
own project/activity but your plan must be structured appropriately.
1. EE wants to put up a new phone mast within the University Campus.
2. Birmingham Airport wants to build a second runway and expand its operating site.
3. Birmingham City Council wishes to host a round of Tour of Britain cycle race.
4. The Bullring Shopping Centre plans to hold an event to showcase a YouTube
Your plan should be presented in report-style with appropriate academic evidence
supporting your ideas. It is recommended you should include at least 25 references.
Module Learning Outcomes:
In this assessment the following learning outcomes will be covered:
Display understanding and application of strategic stakeholder communications
planning and mapping across both organisational and management communications.
Apply a range of theoretical frameworks to manage communications and
relationships with different groups of stakeholders
Balance communications planning across all stakeholder groups according to
Critically analyse and assess communication strategies in stakeholder relationship
Critically assess communication tactics in managing stakeholder relations cross
Analyse and understand contextual considerations of strategic communications in
practice, for example the challenges and synergies in integrated marketing
To achieve a ‘Pass’ grade (minimum 40%)
In order to achieve a pass grade the students will have demonstrated an understanding of
the tools and approaches involved in creating a stakeholder communications plan. The
assignment will include all of the sections itemised above, with occasional minor omission
and will be presented in a suitable format. Some elements of the assignment may have
weaknesses. There may be limited evidence of wider reading and research, outside of the
recommended textbooks and journal articles.
For higher classification
In order to achieve a higher classification the students will have demonstrated an in depth
understanding of the approaches involved in creating and delivering stakeholder
communications activity. They will articulate their ideas using their academic voice, utilising
and integrating a range of resources, including journals and industry publications. Evaluative
and analytical content will be provided, always supported by evidence. In addition there will
be evidence of an innovative and creative approach
Assignments must be submitted by the due date. The only circumstance in which
assignments can be submitted late is if an extenuating circumstances claim is made.
Feedback to Students:
Both Summative and Formative feedback is given to encourage students to reflect on their
learning that feed forward into following assessment tasks. The preparation for all
assessment tasks will be supported by formative feedback within the tutorials/seminars.
Written feedback is provided as appropriate. Please be aware to use the browser and not
the Canvas App as you may not be able to view all comments.
It is your responsibility to ensure that you understand correct referencing practices. You are
expected to use appropriate references and keep carefully detailed notes of all your
information sources, including any material downloaded from the Internet. It is your
responsibility to ensure that you are not vulnerable to any alleged breaches of the
assessment regulations. More information is available at https://intranet.birmingh