COMS320-21S1 (C) Semester One 2021

Strategic Campaign Development

30 points

Details:
Start Date: Monday, 22 February 2021
End Date: Sunday, 27 June 2021
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 7 March 2021
  • Without academic penalty (including no fee refund): Friday, 14 May 2021

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

Pre-requisites

Any 30 points at 200 level from COMS, or
any 60 points at 200 level from the Schedule V of the BA.

Timetable 2021

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Tuesday 14:00 - 16:00 Ernest Rutherford 465
22 Feb - 4 Apr
26 Apr - 6 Jun
Lecture B
Activity Day Time Location Weeks
01 Thursday 11:00 - 13:00 Rehua 103 Project Workshop
22 Feb - 4 Apr
26 Apr - 6 Jun

Course Coordinator

WanChi Leung

Textbooks / Resources

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 $1,570.00

International fee $7,000.00

* 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

  • COMS320-21S1 (C) Semester One 2021