APG5367 · Campaigns, advocacy and change

Overview

This unit focuses on the role of communication campaigns and advocacy as a particular form of strategic communication. Drawing on case studies, best practice and scholarly research, you will critically evaluate a diverse range of campaigns and advocacy initiatives at both local and global levels, as well as across non-government, public and private sectors. Particular attention will be given to understanding the diverse goals that can inform campaigns - from quite specific communication goals to, in some cases, advocating for longer term political or social change. You will examine and apply diverse tools and techniques of persuasive story-telling to target desired audiences and stakeholders, evaluating their effectiveness as well as the ethical dilemmas they can raise.

Areas of study: Strategic communications management

Offerings

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

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. identify and apply the core concepts and theories of advocacy to communication campaigns and practice across public, private and non-government sectors;
2. identify and design innovative, effective and ethical campaign strategies to achieve particular communication goals and/or effect longer term desired change;
3. evaluate and utilise persuasive story-telling techniques using digital and non-digital media;
4. apply advanced communication, research and analytic skills.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester 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.