Course Title: Develop and apply social media strategy

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7878

Course Title: Develop and apply social media strategy

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Marina Cook

Nominal Hours: 70

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 unit 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:

VU21659 Develop and apply social media strategy


1. Plan the use social media for public relations activity

Performance Criteria:

1.1 Analyse and evaluate the public relations activity to determine the most appropriate use of social media.
1.2 Align the use of social media with organisational goals and
objectives and make a strategic case for its use.
1.3 Research and present documentation on the current legislation
for use of social media protocols, policies and risks.


2. Implement and evaluate the use of social media for public relations practices

Performance Criteria:

2.1 Communicate social media selection and its uses to relevant personnel, including non-technical personnel and confirm understanding to ensure consistency of interpretation and application
2.2 Establish evaluation criteria to measure the effectiveness of the
implementation of social media in public relation practices.
2.3 Evaluate and adhere to social media usage protocols and convey potential internal and external consequences of non- compliance to relevant personnel.
2.4 Incorporate regular maintenance and monitoring of usage and establish a reporting process for social media use refinement.


3. Review and evaluate social media

Performance Criteria:

3.1 Review social media usage process to ensure compliance with legislative and organisational policies and procedures.
3.2 Propose strategies for resolving non-compliant factors of social media use within organisation.
3.3 Document social media usage patterns and make recommendations for improvements when appropriate.

Learning Outcomes

This subject will provide an overview of how to create an apply a social media strategy. 

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 various social media strategies 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.

There will be a WIL client involved where students are required to present the information as well as write a report.

Teaching Schedule

Wk 1: Orientation Pinterest, Google Apps, Introduction to Assessment
Wk 2: WIL Client in to speak with students. Introducing Social Media Strategy: Overveiw of digital media
Wk 3: Goals & Objectives & SWOT: Understanding how social media use aligns with organisational goals and researching outside influences
Wk 4: 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 5: Project Managment Plan: Document the process in order ensure the Social Media Strategy can be implemented accordingly
Wk 6: Social Media & Social Media Plan: 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 7: In class excercises (assessment one due)
Wk 8: Work on Assessments (assessment two due) 
Wk 9: Contagious Content & Blogging: Understanding the importance of blogs and its impact on digital media: Investigate, analyse and evaluate which blogs make an impact and how eNewsletters work with Digital Media
Wk 10: Facebook Business Page, eNewsletters & other Social Media Set Up: Using different tools to create and setup these items.
Wk 11 : 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 12: Measurement: How to document social media usage patterns to make recommendations
Wk 13: Work on Assessments (assessment three due) 
Wk 14: Presentations to Teacher
Wk 15: Presentations to Client
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

You are required to complete three assessment tasks.  You must successfully complete all three tasks to be deemed competent in this class.  

Sorry!Assessment 1: Case Study Report - Individual (due week 7)
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 and write a report based on the questions provided.

Assessment 2: Digital Strategy Report - Group (due week 8)
This assessment is designed to evaluate students’ knowledge and ability to analyse a business and determine the digital communications needs based on that analysis.
Students are to assume the role of digital consultant for a business organised by the teacher (WIL Project). They are to evaluate the available business information to determine which digital media presence and communication messages are most appropriate. Then they are to present the information in a report format to communicate their professional knowledge to the client.

Assessment 3: Social Media Activities - Group (due Week 13  - presentations to teacher week 14, presentations to client week 15).

This assessment is designed to evaluate students’ ability to implement their digital media strategy from Assessment 2 and put it into practice, including all the relevant applications presented during 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. <check links are still current>
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. <check links are still current>
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 website: <check link is still current>
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