Knowledge

The student..

is familar with the phases of an effective communications campaign
can account for various forms of analysis methodology to explore audience attitudes, knowledge and behaviour
can consider what kind of goals and objectives that are most relevant in a campaign: Relationship goals, reputation goals or behaviour goals
has an overview of the main social science theories related to how to influence people
is familiar with the most relevant instruments in a campaign especially, media channels
knows examples of successful campaigns from Norway and abroad, where efficacy is documented

Skills

The student...

can sharpen and clarify the overall objective of a campaign
can identify, specify and prioritize key target audiences for the campaign
understand audience behaviour, how attitudes and behaviour relate and what influences people´s thoughts, beliefs and actions
can identify goals and objectives
can create and select relevant key messages
can make decisions about appropriate use of media channels and how to influence the target audience
can make decisions about suitable evaluation and measurement methods

General competence

The student....

has insight into how strategic communication could affect defined target groups and is able to critically reflect upon the main social science theories relating to persuasion.
can explain and reflect on measuring the impact of different promotional measures, and have a critical attitude to what can actually be achieved with communication and what requires measures of a more structural nature, such an amendment.
has increased expertise when it comes to working with others in a project and giving presentations.

Subject description KAS2103

Campaign Strategies