Course Title: Use digital media for public relations

Part B: Course Detail

Teaching Period: Term1 2016

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

Marina Cook

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

 A range of learning activities will be covered in this course including:

Either working as an Individual or in small groups, you will be required to investigate and evaluate different social media platforms and understand the mechanisms in order to implement them in a public relations environment. A mixture of small, medium businesses as well as not-for-profit groups will be investigated.

They are required to present the information as well as write a report.

Thereis a written test of questions related to the course content covered from series of lectures and activities performed throughout the semester. It is to be completed by the student on Week 14. The test will test students’ knowledge, skills in public relations concepts and strategic thinking.

Teaching Schedule

Induction Session
Prior to training commencement a program level induction session will be conducted that comprises the following:

• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including:
 Recognition of Prior Learning and Credit Transfers
Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities

Wk 1: Orientation Pinterest, Google Apps, Introduction to Assessment
Wk 2: Digital Media Overview Understanding media network requirement: Overview of digital media Understand, analyse and evaluate most suitable digital media
Wk 3: Social Media Policy & Legislation Understanding current legislation, social media protocols, policies and risks: Research, analyse and evaluate internal social media expectations, external expectations from the audience and the law
Wk 4, 5, 6, 7: Social Media Understanding the different types of social media, its tools, conveying information to relevant personnel: Understanding the maintenance and monitoring of usage to refine the work Investigate, analyse and evaluate the different tools associated with social media.
Wk 8: Work on Assessments
Wk 9: Graphics & Video: Understanding graphics and video and its importance in digital media Investigate, create, analyse and evaluate the different tools to create images to use on social media
Wk 10: Blogs and eNewsletters: Understanding the importance of blogs, eNewsletters and its impact on digital media: Investigate, analyse and evaluate which blogs make an impact and how eNewsletters work with Digital Media
Wk 11: Posting v Advertising - Understanding the difference between posting and advertising: Discover, analyse and evaluate how public relations are embracing advertising in the digital space to get their message through
Wk 12: Crisis Management & Trends: Understanding compliance issues, organisational policies and procedures and documentation
Wk 13: Revision
Wk 14: Test
Wk 15: Resubmits
Wk 15: Resubmits

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

Assessment 1: Presentation and Critical Analysis- Individual - due weeks three and four (feedback will be provided by week six)

Purpose of this assessment is to test the research skills and knowledge of contemporary digital media in a public relations environment and being able to communicate these issues with relevant personnel.

PART 1: Students are to present to the class their assigned topic based on the points below. Students are required to research a pre-determined area of electronic marketing and present to the class.

PART 2: Each student is required to critically analyse 5 other students’ presentations throughout the semester. This is to be completed on the day and handed to the teacher after the presentation.

Assessment 2: Case Study Report - Individual - due week week eight (feedback will be provided by week 10)

Purpose of this assessment is to critically analyse and present written documentation about a PR digital media disaster and convey their understanding of the situation and how digital usage media protocols can effect a PR situation.

Students are to choose a digital media PR disaster from the list in Blackboard and write a report based on the questions provided.

Assessment 3: Test - Individual - due week 14 (feedback will be provided by week 16)

This assessment is designed to evaluate students’ basic knowledge of digital media, tools and application in a public relations environment.

Students will be given a closed book, individual written assessment based on the knowledge learned in the first 12 weeks of class.

Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:
Where an extension of greater than seven days is needed, you must apply for special consideration.
Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination
More Information:;ID=g43abm17hc9w
Form to use:

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”. If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following
More Information:;ID=7usdbki1fjf31
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.

Assessment Matrix

Course Overview: Access Course Overview