AMG5367 · Advocating change through strategic campaigns

Overview

In this unit, you will explore how persuasive storytelling tools and techniques can be used to engage targeted audiences and stakeholders, assessing both their effectiveness and the ethical issues they may raise. Communication campaigns and advocacy are examined as key modes of strategic communication, highlighting their significance across public, private and non‑government sectors. You will analyse a wide array of local and global initiatives, using case studies, best‑practice examples and scholarly research to evaluate how campaigns operate in different contexts. Particular emphasis is placed on understanding the varied intentions that drive campaigns—from achieving specific communication outcomes to advancing broader political or social change.

Offerings

The Handbook publishes no offerings for this unit.

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. explain and apply key advocacy concepts and theories to communication campaigns across public, private and non‑government sectors;
2. develop innovative, effective and ethically grounded campaign strategies aimed at achieving specific communication outcomes or driving longer‑term change;
3. assess and employ persuasive storytelling methods across digital and traditional media;
4. demonstrate advanced skills in communication, research and analysis within campaign contexts;
5. critically reflect on how different audiences, stakeholders and power dynamics shape the design and impact of advocacy campaigns.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per teaching period typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.