Communication Strategy and Campaign Planning (12221.1)
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | On-campus |
Bruce, Canberra |
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts & Communication | Level 2 - Undergraduate Intermediate Unit | Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905) |
Learning outcomes
After successful completion of this unit, students will be able to:1. Define the core principles of effective strategic communication planning;
2. Use research, theory and strategic planning tools to evaluate communication campaigns and develop evidence-based communication strategies;
3. Develop ethical and audience-centred communication campaigns that align with organisational objectives; and
4. Collaborate effectively in teams to solve communication challenges.
Graduate attributes
1. UC graduates are professional - communicate effectively1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
Prerequisites
Students must have passed 24 credit points.Corequisites
None.Incompatible units
None.Equivalent units
11099 Marketing Communication Strategy, 11105 Strategic Communication Research and PlanningAssumed knowledge
None.| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2026 | Bruce, Canberra | Semester 1 | 16 February 2026 | On-campus | Ms Prue Robson |
Required texts
All required and recommended readings are available electronically via the Reading List in the Canvas site. Some library sources may have limited simultaneous user access. If you can't open a reading at a particular time, please try again a little later.
Submission of assessment items
Extensions & Late submissions
Artificial Intelligence
Students are permitted to use generative artificial intelligence (GenAI) as indicated in the assessment instructions on UCLearn (Canvas) for this unit.
GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:
- the Unit Convener has authorised GenAI use for that assessment
- the student uses GenAI in the way that the assessment instructions allow
- the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.
Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.
The GenAI for Students Library Guide provides further information, including how to reference GenAI.
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
Participation requirements
It may be difficult to pass this unit without regular tutorial attendance, as a significant proportion of campaign development and group work will occur during class time.
Attendance at the Week 7 Poster Showcase Workshop (Assessment 2) and the Week 13 Campaign Pitch Workshop (Assessment 3) is required in order to complete the assessment tasks. If you cannot attend, you must apply for an extension and/or assessment adjustment as early as possible and provide supporting documentation where required. Alternative arrangements will only be considered where an extension/adjustment is formally approved.
Required IT skills
None
In-unit costs
The campaign research proposal posters for Assignment 2 will be printed in-house via UC's Workshop 7 facilities, with a small printing cost of $10–$20 per poster. Specific printing deadlines, costs and processes will be confirmed on Canvas.
Work placement, internships or practicums
None
