APG5367 - Campaigns, advocacy and change - 2019

6 points, SCA Band 1, 0.125 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.



Organisational Unit

School of Media, Film and Journalism

Chief examiner(s)

Dr Mugdha Rai


Dr Mugdha Rai

Unit guides



  • Second semester 2019 (On-campus block of classes)


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%

Workload requirements

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

This unit applies to the following area(s) of study

Master of Strategic Communications Management