stc1cam communication campaigns
CAMPAIGNS: STRATEGIES, ANALYSIS AND DESIGN
STC1CAM
2017
Credit points: 15
Subject outline
A public relations campaign consists of a series of actvities which are planned in advance for a specific goal. Such as changing beliefs, attitudes and behaviours. This class will examine how contemporary campaigns are designed to meet their goals. We will learn about how campaigns are developed and implemented through an analysis of social context, goal setting, framework, timelines, executable tactics and evaluation. We will be engaged in the development of a simulated campaign.
SchoolSchool of Humanities & Social Sciences
Credit points15
Subject Co-ordinatorNatalie McKenna
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. Define and conceptualise publics and relations.
- Activities:
- Exposition of methodology for campaign development via case studies.
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
02. Consider how to effectively allocate resources for campaigns.
- 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:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
03. Design a campaign with a campaign proposal.
- Activities:
- Presentation of contemporary campaign analysis.
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Subject options
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Melbourne, 2017, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorNatalie McKenna
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* |
---|---|---|---|
Five in-Class Quizzes (1500 words equivalent) | These will test skill-specific knowledge. | 50 | 01, 02 |
Environmental Analysis (1000 words equivalent) | Traditional media analysis and social media analysis. | 20 | 01, 02, 03 |
Presentation of Campaign Proposal (500 word equivalent) | 10 | 02, 03 | |
Campaign Proposal (1000 word equivalent) | 20 | 02, 03 |