GRM707 - Digital Campaigning

Subject Title
Digital Campaigning

Subject Description
This course explores the use of web-based platforms for the development, management and integration of online campaigns in support of government relations and public affairs objectives. Students will learn the underlying principles, theories and strategies used to shift public opinion through digital media; the use of digital and social platforms to persuade audiences and gain support; and strategies for achieving government relations goals through building awareness and support online. Students will sharpen their ability to make informed strategic and tactical decisions and understand the link between ideas and action. 

This course is designed to establish baseline knowledge of the tools, tactics, strategies and efficient utilization of digital technologies and platforms to support government relations objectives through public affairs campaigns.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Be familiar with practical “tools of the trade” for digital GR and public affairs professionals;
2. Utilize digital and social platforms to identify and communicate with target audiences;
3. Link online campaign techniques to overall government relations strategies;
4. Learn to assess the value and return on investment of tactics deployed;
5. Learn to distinguish between “persuasion” and “acquisition” campaigns online;
6. Exercise presentation and group work skills;
7. Develop a professional attitude to class work and responsibilities.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.