CAMPAIGNS: STRATEGIES, ANALYSIS AND DESIGN
STC1CAM
2021
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.
SchoolHumanities and Social Sciences
Credit points15
Subject Co-ordinatorNatalie McKenna
Available to Study Abroad/Exchange StudentsYes
Subject year levelYear Level 1 - UG
Available as ElectiveYes
Learning ActivitiesAnalyse public relations case studies; development of a simulated campaign within one of the major sectors of government, corporate or non-profit to effectively change attitudes or public behaviour; presentation of contemporary campaign analysis.
Capstone subjectNo
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Quota Management StrategyN/A
Quota-conditions or rulesN/A
Special conditionsN/A
Minimum credit point requirementN/A
Assumed knowledgeN/A
Career Ready
Career-focusedNo
Work-based learningNo
Self sourced or Uni sourcedN/A
Entire subject or partial subjectN/A
Total hours/days requiredN/A
Location of WBL activity (region)N/A
WBL addtional requirementsN/A
Graduate capabilities & intended learning outcomes
Graduate Capabilities
Intended Learning Outcomes
Subject options
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Melbourne (Bundoora), 2021, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorNatalie McKenna
Class requirements
LectureWeek: 31 - 43
One 1.00 h lecture per week on weekdays during the day from week 31 to week 43 and delivered via blended.
TutorialWeek: 31 - 43
One 2.00 h tutorial per week on weekdays during the day from week 31 to week 43 and delivered via blended.
Assessments
| Assessment element | 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 | No | 30 | SILO1, SILO2, SILO3 |
Presentation of Campaign Proposal (Oral) (1000 words equivalent)Oral presentation - hypothetical client pitch | N/A | N/A | No | 30 | SILO2, SILO3 |
Campaign Proposal (2000) word equivalent)Campaign proposal - report to client | N/A | N/A | No | 40 | SILO2, SILO3 |