APG5367 - Campaigns, advocacy and change - 2019

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, students 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. Students 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.

Upon successful completion of the unit students will be able to:

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. Demonstrate advanced communication, research and analytic skills.

Within semester assessment: 100%

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. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

See also Unit timetable information

Master of Strategic Communications Management