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: sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
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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
None
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 |
Element: |
1. Analyze appropriate digital media for public relations activities. |
Element: |
2. Implement appropriate media for public relations activities. |
Element: |
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
Websites
Week 3 - 20/07
Legislation & Social Media Policies
Target Audience
Creating Contagious Social Media Content
Week 4 - 27/07
Timeline/Budget
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
IN CLASS TEST
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
Resubmissions
Learning Resources
Prescribed Texts
References
Other Resources
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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
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Other Information
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Course Overview: Access Course Overview