CAMPAIGNS: STRATEGIES, ANALYSIS AND DESIGN

STC1CAM

2020

Credit points: 15

Subject outline

A public relations campaign consists of a series of activities which are planned in advance for a specific goal. These activities seek to change 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.

School: Humanities and Social Sciences (Pre 2022)

Credit points: 15

Subject Co-ordinator: Natalie McKenna

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 1 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: N/A

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

Special conditions: N/A

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing

COMMUNICATION - Cultural Intelligence and Global Perspective

DISCIPLINE KNOWLEDGE AND SKILLS

INQUIRY AND ANALYSIS - Creativity and Innovation

INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving

INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

Intended Learning Outcomes

01. Synthesise broader knowledge of world affairs with principles of public relations in order to create effective public relations campaigns.

02. Plan and implement basic campaign projects.

03. Create and conduct ethically sound and socially responsible public relations strategies and campaigns.

Melbourne (Bundoora), 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Natalie McKenna

Class requirements

LectureWeek: 31 - 43
One 1.00 hour lecture per week on weekdays during the day from week 31 to week 43 and delivered via blended.

TutorialWeek: 31 - 43
One 2.00 hours tutorial per week on weekdays during the day from week 31 to week 43 and delivered via blended.

Assessments

Assessment element	Comments	Category	Contribution	Hurdle	%	ILO*
Quiz - Assessment on the elements of a strategic communications campaign (1000 words equivalent)Grade and comments given at quiz completion via the LMS	N/A	N/A	N/A	No	30	SILO1, SILO2, SILO3
Presentation of Campaign Proposal (Oral) (1000 words equivalent)Oral presentation - hypothetical client pitch	N/A	N/A	N/A	No	30	SILO2, SILO3
Campaign Proposal (2000) word equivalent)Campaign proposal - report to client	N/A	N/A	N/A	No	40	SILO2, SILO3