COMS320-19S2 (C) Semester Two 2019

Strategic Campaign Development

30 points
15 Jul 2019 - 10 Nov 2019

Description

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

  • Learning outcomes:
  • Understand the process of creating media campaigns
  • Identify different components of a media campaign, and practice various ways to create the messages
  • Understand theoretical principles and past research conducted related to the role and effects of media campaigns, and apply them during the process of creating campaigns
  • Acquire professional skills to design and create different types of campaign components, including print ads, video ads, social media messages, and events organization
  • Develop the ability to apply suitable creating strategies regarding specific campaign purposes
  • Develop a critical mind towards your own/others’ campaign messages
  • Develop the ability to organize and neatly present your own ideas and thoughts about creating a campaign, and discuss with others
  • Apply what you have learnt in situations related to your future career
    • University Graduate Attributes

      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.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.

Pre-requisites

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.

Timetable 2019

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Tuesday 14:00 - 16:00 Karl Popper 612 22 Jul - 25 Aug
9 Sep - 20 Oct
Lecture B
Activity Day Time Location Weeks
01 Thursday 15:00 - 17:00 Karl Popper 612 15 Jul - 25 Aug
9 Sep - 20 Oct

Course Coordinator

WanChi Leung

Assessment

Assessment Due Date Percentage  Description
Participation 5% Be active in class. Speak when you have any ideas or comments.
Individual Presentation 10% Each student is required to do an individual presentation once during the semester
In-class quizzes 15% Quizzes will be given in Weeks 4, 7, 9 and 12, covering content from the required readings and taught material
5 Take-home assignments 25% Five take-home assignments will be given to cover the weekly topics in our class.
Campaign Outline 5% The group project is a campaign project that requires you to apply what you have learned in this class. There is no assigned topic. You can discuss among yourselves and pick any topic for your campaign. The member list will be due on 26 March and by 30 April you are required to submit an introduction of your topic
Campaign Report 30% After designing the outline, you are expected to execute part of your campaign ideas and tell what you have found in a media campaign report.
Campaign Oral Presentation 10% Each group will be required to present their project by Powerpoint in front of the class

Textbooks

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.

Indicative Fees

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.

All COMS320 Occurrences

  • COMS320-19S2 (C) Semester Two 2019