stc1cam communication campaigns




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



Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Graduate capabilities & intended learning outcomes

01. Campaign analytics - how they are developed and implemented

Exposition of methodology for campaign development via case studies.
Related graduate capabilities and elements:
Creative Problem-solving(Creative Problem-solving)
Critical Thinking(Critical Thinking)
Inquiry/ Research(Inquiry/ Research)

02. Campaign development - analysis of social context, goal setting, framework, timelines, executable tactics and evaluation.

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:
Critical Thinking(Critical Thinking)
Inquiry/ Research(Inquiry/ Research)
Creative Problem-solving(Creative Problem-solving)

03. Examining and understanding contemporary communication campaigns.

Presentation of contemporary campaign analysis.
Related graduate capabilities and elements:
Creative Problem-solving(Creative Problem-solving)
Inquiry/ Research(Inquiry/ Research)
Critical Thinking(Critical Thinking)

Subject options

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Start date between: and    Key dates

Melbourne, 2015, Semester 2, Day


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.


Assessment elementComments%ILO*
Campaign Analytics - focus assigment on a key success factor for campaigns (1200 word equivalent)3001
Class presentation - analysis of contemporary campaign/public debate (1200 word equivalent)3003, 01
Major Assigment - Campaign development (1600 word equivalent)4002