Course Title: Develop and apply social media strategy

Part B: Course Detail

Teaching Period: Term1 2018

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

Teacher Details:

Federico Viola

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

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

You will work on a global project as part of the COIL initiative (COIL: Collaborative Online International Learning), a global initiative that aims to have instructors and their students collaborate across borders. You will collaborate with students from the University of Vienna.

Teaching Schedule

Course Schedule:                                                             Semester 1: 2018

Week Commencing


Readings and Activities


Week 1

5 Feb

Course Introduction

Course introduction

Social Media overview

Assessment 1 – 3 introduction

Assessment 1 briefing


Week 2

12 Feb

Introducing Social Media Strategy

Introducing Social Media Strategy: Overview of digital media

 Assessment 1 Briefing

Week 3

19 Feb

Current 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


Week 4

26 Feb

Project Management Plan

Project Management Plan: Document the process in order to ensure the Social Media Strategy can be implemented accordingly

Assessment 1 work

Assessment 1 due:

Sunday, 11pm

Week 5

5 Mar

Presentations (Assessment 1)



Week 6

12 Mar

COIL Client

Introduction to Viennese counterpart, correspondence with COIL client

 Assessment 2 Briefing

Week 7

19 Mar

Social Media Plan

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.


Week 8a/b

 26 Mar (5 Apr)

Blogging and eNewsletter

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



29 Mar - 4 Apr


Week 9

 9 Apr

Facebook Business Page

Social Media Managers

Facebook business page, eNewsletters & other social media set up: Using different tools to create and setup these items.

Social media managers


Week 10

16 Apr

Work on Assessment 2

Work on assessment

Assessment 2 Due, Sunday 11pm

Week 11

23 Apr

Assessment 3 Briefing

Assessment 3 Briefing

Assessment 3 Briefing

Week 12

30 Apr

Graphics & Video

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


Week 13

7 May

Measuring Social Media

Measurement: How to document social media usage patterns to make recommendations


Week 14

14 May

Work on Assessment 3 

Work on assessment 

Assessment 3 Due, Sunday 11pm

Week 15

21 May

 Presentations (Assessment 3)


 Assessment 3 Presentations

 Week 16

28 May

 Resubmissions only



Learning Resources

Prescribed Texts


Other Resources

All resources will be available in Canvas.

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.

Assessment 1: Social Media Report - Individual (due weeks 4 and 5)
Purpose of this assessment is to critically analyse and present written documentation about a selected Social Media platform and tools for a PR campaign. You will analyse the suitability and relate it to select niche target markets.

Assessment 2: Requirement Report - Group, COIL collaboration (due week 10)
You will create a requirement report for a specific brief. You then need to establish what the needs of the client are and how to measure the success of the campaign.This assessment is designed to evaluate your  knowledge and ability to analyse a business and determine the digital communications needs based on that analysis.
You are to assume the role of digital consultant for a product/cause/client organised by your teacher (COIL Project). You will use digital tools for your online collaboration and present the information in a report format.

Assessment 3: Social Media Strategy - Group, COIL collaboration (due weeks 14 and 15).
This assessment is designed to evaluate your ability to implement your digital media strategy from Assessment 2 and put it into practice, including all the relevant applications presented during class.

Please note that the collaboration with the Viennese students is based on negotiations with the Viennese lecturer and changes may occur and will be announced on Canvas.

Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

Other Information

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:   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:   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:   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 CA Competency Achieved – Not 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.

Course Overview: Access Course Overview