Strategic Influence and Advocacy PG (12295.1)

Please note these are the 2027 details for this unit
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Strategic Influence and Advocacy PG
Available teaching periods Delivery mode Location
View teaching periods Online real-time
 UC - Canberra, Online
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Post Graduate Level Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
The focus of this unit is on how organisations and leaders use communication tools and channels to achieve specific outcomes and influence external processes and opinions. You analyse the strengths and weaknesses of different communication channels and advocacy approaches. You also evaluate organisational communication practices in applied contexts, focusing on key functions such as public affairs, crisis communication and leadership communication.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Critically evaluate communications strategies, assessing their strengths, weaknesses and appropriate context;
2. Analyse and evaluate public advocacy techniques, demonstrating awareness of the Australian media environment and methods of public engagement; and
3. Design and deliver strategic communications activities, tailoring messages for stakeholder groups.


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
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 - evaluate and adopt new technology
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways


Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.
Availability for enrolment in 2027 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2026 UC - Canberra, Online Study Block 5 31 August 2026 Online real-time Mr Chonga Zangpo
2027 UC - Canberra, Online Study Block 3 10 May 2027 Online real-time Dr Brent Jackson
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

The main textbooks for this unit are: 

1. Falkheimer, J., & Heide, M. (Eds.). (2022). Research handbook on strategic communication. Edward Elgar Publishing. https://doi.org/10.4337/9781800379893

2. Holtzhausen, D., Fullerton, J. A., Lewis, B. K., & Shipka, D. (2021). Principles of Strategic Communication. Routledge. https://doi.org/10.4324/9781003002048

3. Haddad, M. A. (2021). Effective Advocacy : Lessons From East Asia's Enironmentalists. MIT Press.

However, it is not compulsory to purchase these textboks. Electronic copies of these textbooks are avaiable through  UC Library and can be accessed via the course page. 

Additional readings will be made available in UC Learn (Canvas).

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

Students are encouraged to attend their weekly virtual workshops to maximise their learning in this unit. These sessions provide opportunities for students to engage in synchronous learning experiences with the teaching staff and fellow students from across the unit. Furthermore, the workshops provide an opportunity for students to ask questions related to assessments. The scheduel for the weekly virtual workshops is provided on the UC Learn (Canvas) course site. 

Required IT skills

This unit involves virtual workshops in real time using the Virtual Room in your UCLearn teaching site. The Virtual Room allows you to communicate in real time with your lecturer and other students. To participate verbally, rather than just typing, you will need a microphone. For best audio quality we recommend a microphone and speaker headset. For more information and to test your computer, go to the Virtual Room in your UCLearn site and 'Join Course Room'. This will trigger a tutorial to help familiarise you with the functionality of the virtual room.

Work placement, internships or practicums

None

Next step

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