Communication Strategy and Campaign Planning (12221.1)

This unit equips you with the expertise to create ethical and effective communication campaigns for brands and organisations. You will explore how research, theory, strategic thinking, and creative execution come together to create campaigns that drive real-world change. Drawing on public relations, strategic communication, and marketing communication principles, you will learn how to research, design, and evaluate campaigns using evidence-based approaches. Through collaborative projects that mimic real-world industry practice, you will develop the skills to craft compelling communication strategies that shape audience attitudes and behaviours.

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 effectively
1. 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

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

11099 Marketing Communication Strategy, 11105 Strategic Communication Research and Planning

Assumed knowledge

None.