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This advanced course in strategic communication will start with a broad introduction of the process of strategic planning strategic communication. After that, a significant portion of the course will be devoted to different situations that a campaign creator may come across. The course will talk about theoretical and professional strategies in advertising and public relations. Students will learn ways to create different types of campaign messages.
Suppose you want to advocate an idea, so you decide to create a campaign through media. You make a campaign plan, by understanding the context of your campaign, setting up targets of your messages, selecting the media you are going through, and deciding how outcomes of your messages will be evaluated. You think you have made a good plan, but how can you make sure it works efficiently and effectively?This course will start with a broad introduction of the process of strategic planning campaigns. After that, a significant portion of the course will be devoted to different situations that a campaign creator may come across. The course will talk about theoretical and professional strategies in advertising and public relations. Students will learn ways to create different types of campaign messages, and they will also have opportunities to create campaign messages for their own topics. Such messages can be related to social policies, public health, human rights, etc., and can be delivered through different communication channels including traditional mass media and social media.
Learning outcomes:Understand the process of creating media campaignsIdentify different components of a media campaign, and practice various ways to create the messagesUnderstand theoretical principles and past research conducted related to the role and effects of media campaigns, and apply them during the process of creating campaignsAcquire professional skills to design and create different types of campaign components, including print ads, video ads, social media messages, and events organizationDevelop the ability to apply suitable creating strategies regarding specific campaign purposesDevelop a critical mind towards your own/others’ campaign messagesDevelop the ability to organize and neatly present your own ideas and thoughts about creating a campaign, and discuss with othersApply what you have learnt in situations related to your future career
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Employable, innovative and enterprising
Students will develop key skills and attributes sought by employers that can be used in a range of applications.
Biculturally competent and confident
Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
Engaged with the community
Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
30 points at the 200 level in COMS. Students without this prerequisite, but with at least a B average in 60 points of relevant courses, may enter the course with the approval of the Head of Department or the Undergraduate Coordinator for COMS.
Students must attend one activity from each section.
All links to the required readings are posted on Learn. You are expected to read the materials as part of the learning experience of this course.
Domestic fee $1,523.00
International fee $6,375.00
* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.
For further information see
Language, Social and Political Sciences.