stc1cam communication campaigns
CAMPAIGNS: STRATEGIES, ANALYSIS AND DESIGN
STC1CAM
2015
Credit points: 15
Subject outline
Communication Campaigns are high-profile expressions of communication practice. Campaigns are conducted to achieve many things from changing government, to changing attitudes. The subject examines approaches, makeup, dynamics and 'build' in an age of 'communicative abundance', new technologies, social media campaigns, continuous campaigning models, social impact agenda's (such as climate change), as well as campaigns associated with terrorism and campaigns for support of military actions. Students will examine contemporary campaigns and their impacts as part of the subject. This subject will examine key success principles and cover: 1.Evolution of modern campaigning 2. Effectiveness of campaigning 3. Agenda Setting 4.Research and Strategy in Campaigns 5. Principles of Effective Campaigns 6. Social Media Impact 7. Political Party Campaigning 8. Advocacy Campaigning (eg. GetUp) 9. Social Agenda - Climate, Same-Sex, asylum, 10. Current debates.
SchoolSchool of Humanities & Social Sciences
Credit points15
Subject Co-ordinatorMark Civitella
Available to Study Abroad StudentsYes
Subject year levelYear Level 1 - UG
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Graduate capabilities & intended learning outcomes
01. Campaign analytics - how they are developed and implemented
- Activities:
- Exposition of methodology for campaign development via case studies.
- Related graduate capabilities and elements:
- Creative Problem-solving(Creative Problem-solving)
- Writing(Writing)
- Critical Thinking(Critical Thinking)
- Inquiry/ Research(Inquiry/ Research)
02. Campaign development - analysis of social context, goal setting, framework, timelines, executable tactics and evaluation.
- Activities:
- Development of a simulated campaign within one of the major sectors of government, coporate or non-profit to effectively change attitudes or public behaviour.
- Related graduate capabilities and elements:
- Writing(Writing)
- Critical Thinking(Critical Thinking)
- Inquiry/ Research(Inquiry/ Research)
- Creative Problem-solving(Creative Problem-solving)
03. Examining and understanding contemporary communication campaigns.
- Activities:
- Presentation of contemporary campaign analysis.
- Related graduate capabilities and elements:
- Teamwork(Teamwork)
- Creative Problem-solving(Creative Problem-solving)
- Inquiry/ Research(Inquiry/ Research)
- Speaking(Speaking)
- Critical Thinking(Critical Thinking)
Subject options
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Melbourne, 2015, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMark Civitella
Class requirements
TutorialWeek: 31 - 43
One 2.0 hours tutorial per week on weekdays during the day from week 31 to week 43 and delivered via blended.
LectureWeek: 31 - 43
One 1.0 hours lecture per week on weekdays during the day from week 31 to week 43 and delivered via blended.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Campaign Analytics - focus assigment on a key success factor for campaigns (1200 word equivalent) | 30 | 01 | |
| Class presentation - analysis of contemporary campaign/public debate (1200 word equivalent) | 30 | 03, 01 | |
| Major Assigment - Campaign development (1600 word equivalent) | 40 | 02 |