Communication professionals require research to shape their strategic plans, foster creative task execution, and provide guidance to management. This course focuses on the principles of qualitative communication research methods and their application to strategic communication such as understanding stakeholder behaviours, media consumption, designing communication strategies, and testing creative concepts. Students will participate in practical exercises to enhance their problem-solving skills through the design, implementation, and reporting of qualitative research projects. The course places an emphasis on experiential learning, allowing students to gain hands-on experience in collecting and analysing qualitative data, as well as developing proficiency in computer-assisted data coding. This course prepares final-year students for their honours projects and future careers.