CAMPAIGNS: STRATEGIES, ANALYSIS AND DESIGN
Credit points: 15
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
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.
Quota Management StrategyN/A
Quota-conditions or rulesN/A
Minimum credit point requirementN/A
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
Intended Learning Outcomes
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Melbourne (Bundoora), 2021, Semester 2, Blended
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorNatalie McKenna
LectureWeek: 30 - 42
One 1.00 hour lecture per week on weekdays during the day from week 30 to week 42 and delivered via blended.
TutorialWeek: 30 - 42
One 2.00 hours tutorial per week on weekdays during the day from week 30 to week 42 and delivered via blended.
Quiz - Assessment on the elements of a strategic communications campaign (1000 words equivalent)Grade and comments given at quiz completion via the LMS
|Quizzes||Individual||No||30||SILO1, SILO2, SILO3|
Presentation of Campaign Proposal (Oral) (1000 words equivalent)Oral presentation - hypothetical client pitch
|Oral presentation||Individual||No||30||SILO2, SILO3|
Campaign Proposal (2000) word equivalent)Campaign proposal - report to client