Communication campaigns include strategies and action plans that produce effects on the knowledge, attitudes and behaviour of large populations across a variety of domains, including political, pro-social, and environmental and health sectors. Planning a communications campaign needs careful consideration of objectives, audience, research, messaging, communication channels, implementation, timing, resources and evaluation. This course is designed to strengthen students' understanding of communication campaign principles and sharpen their professionalism in employing those principles to public relations and corporate communication issues. The course guides students in conducting situational research, analysing case studies and scanning environmental for planning a communication campaign.
Credit Units: 5
Presentation Pattern: Every January
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, this will be administered on-campus.