Course Title: Use digital media for public relations

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG7882

Course Title: Use digital media for public relations

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff


Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This course covers the performance outcomes, skills and knowledge required to apply knowledge of social media in a planning and strategic context. It includes planning for the establishment and maintenance of a social networking strategy.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21662 Use digital media for public relations


1. Analyze appropriate digital media for public relations activities.


2. Implement appropriate media for public relations activities.


3. Review and evaluate digital media practices in public relations.

Learning Outcomes

 Students will understand the role of social media in a public relations environment.

Details of Learning Activities

This assessment is designed to evaluate students’ knowledge and ability to analyse a business and determine the digital communications needs based on that analysis

Teaching Schedule

Week 1 - 06/07
Introduction to the course


Week 2 - 13/07 

Business Overview
SWOT Analysis
Goals & Objectives
Difference between digital media & social media

Week 3 - 20/07 
Legislation & Social Media Policies
Target Audience
Creating Contagious Social Media Content 

Week 4 - 27/07 
Digital Output:
Banner Ads, Blogging & eNewsletters  

Week 5 - 3/08 
Facebook, Twitter

Week 6 - 10/08
Instagram, YouTube, Pinterest, LinkedIn, Infographs, Digital Events 

Week 7 - 17/08 
Digital Channel Plan, Social Media Plan
Social Media Usage Protocol
Online Reputation Management, Digital Media in the Future 

Week 8 - 24/08

Week 9 - 7/09 
How To Create: Facebook Business Page, Graphic Designs for the Web, YouTube videos 

Week 10 - 14/09
How to Create: Blogs, eNewsletters 

Week 11 - 21/09 
Digital Strategy: Content Management Systems, Media Usage Protocols 

Week 12 - 28/09 
Monitoring and Measuring Digital Media 

Week 13 - 5/10 
Work on Assessments Assessment (Written) – Due Friday

Week 14 - 12/10 
Presentations to Client Assessment (Presentation) – Due in class

Week 15 - 19/10 
Peer Assessments – Due in class

Week 16 - 26/10 

Learning Resources

Prescribed Texts


Other Resources


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks


Week 8: Assessment Task 1 - In Class Test

Week 8: Assessment Task 2 - Digital Media Strategy Part A

Week 13: Assessment Task 3 - Digital Media Strategy Part B

Assessment Matrix


Other Information


Course Overview: Access Course Overview