Digital Campaigning (9922.1)

The unit builds on the practical digital and media skills developed in earlier journalism units and introduces students to the principles and practices of digital campaigning on cultural and social justice issues. Contemporary digital campaigns will be examined, along with the role of advocacy by non-government and other not-for-profit organisations, and the professional context within which they work. Tutorials will focus on digital campaign design, implementation and management, with a particular emphasis on producing engagement and driving change in the contested space of the contemporary public sphere.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Conduct an email-based campaign using a Client Relationship Management (CRM) platform;
2. Research, write and produce multimedia content to be shared across digital media platforms in a contested public sphere;
3. Critique, analyse, synthesise and evaluate the news cycle in terms of the tactical opportunities and strategic objectives of a campaign;
4. Demonstrate an understanding of the changing character of the Social and Digital Campaigning industry, industry economics and impacts of convergence on traditional media and institutions; and
5. Demonstrate an understanding of the role and impact of digital campaigns for creating awareness and social change amongst target publics.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
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 - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
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
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
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

Introduction to Journalism 5565, Mobile Reporting 5572 OR 9923

Corequisites

None.

Incompatible units

NONE.

Equivalent units

NO.

Assumed knowledge

Basic word processing and internet literacies