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This is a course about planning media campaigns, in particular, it focuses on the use of social data analysis in planning campaigns. The course will introduce what campaigns are, their purposes and effects, their importance in the society, and the strategies of developing a media advocacy plan. A significant portion of the course will be about the use of social data analysis, including big data and social network analysis, in informing and evaluating campaigns. Students will be given opportunities to manage social data and develop their campaign plans according to their interests based on the data. Such plans can be related to social policies, public health and safety, human rights, etc., and can be delivered through different communication channels including traditional mass media and social media. Controversies around the ethical uses of social data for campaign planning will be discussed, and students will need to identify ethical practices of using the data.
The course will start with the basic procedures of planning a campaign, and then it will focus on social data collection and analysis methods that can be applied for different campaign planning purposes. You will need to complete the take-home assignments to show you have understand these methods. By the end of the semester you will need to write a brief proposal to suggest a new campaign plan, which includes using at least one social data analysis method to provide useful information for the plan.
- Understand the role of data mining in planning effective campaigns- Identify the use of social data to obtain useful information for a media campaign plan- Acquire skills to conduct formative and evaluative research with social data and analyse the data- Demonstrate the use of theoretical principles and models in setting up a campaign plan- Acquire professional skills to develop and write a media campaign plan - Develop a critical mind towards your own/others’ campaign plans- Apply the social data mining skills learned in this class in the future career to provide useful information for the organization you work for - Identify ethical ways of using social data for campaign planning
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.
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.
Subject to approval of the Head of Department.
Students must attend one activity from each section.
All required readings are posted on Learn. You are expected to read the materials as part of the learning experience of this course.
Domestic fee $1,847.00
International Postgraduate fees
* 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.