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UPR5011 Campaigning for change

Semester 3, 2020 Online
Short Description: Campaigning for change
Units : 0.25
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 3
ASCED code : 080509 - Public Relations
Grading basis : Graded


Enrolment is not permitted if PRL5000 has been previously completed


This minicourse demonstrates the planning process used by public relations practitioners to use communication and engagement to facilitate change. This change could be small – for instance, getting staff to use and embrace a new customer management system - or big, such as changing attitudes and behaviour to recycling rubbish. Techniques used in PR in a business setting can also be used by not-for-profits and governments, and the community engagement processes used on behaviour change communication are now mainstream in public relations.


In this minicourse you will learn how to develop a change communication campaign. You will be guided through the research process that will allow you to understand your target publics, and what motivates each group. You will learn how to apply a framework that will help you design an effective communications plan.

Please be advised that this minicourse is made up of four parts please see PRL5000 for the full course specification.


On successful completion of this course students should be able to:

  1. research and analyse target publics and their situation (PRL5000 Learning objective 5);
  2. apply specialist public relations knowledge to contribute to an effective communications plan (PRL5000 Learning objective 6).


Description Weighting(%)
1. Public relations and behaviour change 34.00
2. Understanding motivations 33.00
3. Using research 33.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Christiano, A., & Neimand, A 2018, 'The science of what makes people care', Stanford Social Innovation Review, vol. 16, no. 4, pp. 26-33.
(Retrieved from
Craig, R. T., & Muller, H. L 2007, Theorizing communication: Reading across traditions, SAGE Publications, Inc, Thousand Oaks, CA.
Davis, A 2004, Mastering public relations, Palgrave Macmillan, Basingstoke.
Frangenheim, E 2012, Reflections on classroom thinking strategies: Practical strategies to encourage thinking in your classroom, 10th edn, Rodin Educational Consultancy, Loganholme, Qld.
Public Relations Institute of Australia 2019, What is it?,
Samson, A. (2014). An introduction to behavioural economics. In A. Samson (Ed.), The behavioural economics guide 2014 (pp. 1–12). Retrieved from (Links to an external site.).

Student workload expectations

Activity Hours
Assessments 10.00
Directed Study 30.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
Assessment 1 50 100 11 Jan 2021 (see note 1)

  1. The assessment for this minicourse is due 4 weeks after teaching concludes. Students have access to the learning platform for a total of 11 weeks.

Important assessment information

  1. Attendance requirements:
    There are no attendance requirements for this course. However, it is the students’ responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item. Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grade for the full course will be assigned on the basis of the aggregate of the weighted marks obtained for each mapped minicourse, once all assessments have been successfully undertaken.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at

Evaluation and benchmarking

internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.

Other requirements

  1. There are 4 minicourses at 0.25 credit point that map to 1 full course. To receive credit for this minicourse into the full course, students must successfully pass the assessment. Once all 4 mapped minicourses have been successfully completed, a credit into the full course applies.

Date printed 12 February 2021