Course Title: Develop and apply social media strategy
Part B: Course Detail
Teaching Period: Term1 2020
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: Felicity Burns
Course Contact Phone: +61 3 9925 5486
Course Contact Email: felicity.burns@rmit.edu.au
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
None
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 |
Element: |
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. |
Element: |
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 application2.2 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. |
Element: |
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 delivery plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled class time.
Teaching Schedule
NOTE: Please check the syllabus or weekly schedule every week. Any changes will be noted here and announced in class and as a posted announcement. | |||
Week (Date is first day of week) |
Topic |
Readings and Activities |
Assessment |
|
Week 1 10/2 |
Course Introduction |
Course introduction Social Media overview Assessment 1 – 3 introduction Assessment 1 briefing Introducing Social Media Strategy: Overview of digital media |
Assessment 1 Briefing |
|
Week 2 17/2 |
Introducing Social Media Strategy Aligning Social Media with Organisational Goals |
Aligning social media and organisational goals - activities Social Media Strategy - Step-by-step How to conduct a social media audit Draw of your Social Media platform for Assessment 1 |
Worksheet: Social Media Audit Mandatory: Submission on Canvas |
|
Week 3 24/2 |
Social Media Legislation |
Understanding current legislation, social media protocols, policies and risks. Australian legislation, global legislation, safety issues, security breaches, privacy breaches |
Worksheet: Social Media Legislation Mandatory: Submission on Canvas |
|
Week 4 2/3 |
Project Management Plan How to Communicate Social Media Selection and Use to Personnel |
Project Management Plan: Document the process in order to ensure the Social Media Strategy can be implemented accordingly Communicate use of social media to technical and non-technical personnel - activities |
|
|
Week 5 9/3 |
Labour Day (Monday, 9/3) | Assessment 1 work |
Assessment 1 Digital Submission: Week 5, Sunday 11pm |
|
Week 6 16/3 |
Presentations ---------------------- Establish Evaluation Criteria Communicate Social Media Selection and Use |
Presentations Preparation for Assessment 2 _______________________ Measure effectiveness of social media use in PR Explore ways to communicate social media selection and use to personnel |
Assessment 1 Presentations |
|
Week 7 23/3 |
Social Media Usage Protocols Consequences of non-compliance Social Media Strategy |
Explore social media usage protocols - content and activities Potential internal and external consequences of non-compliance Ways to communicate the consequences Sample Social Media Strategy (template) |
|
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Week 8 30/3 |
Regular Maintenance Monitoring of Usage Establish a Reporting Process Social Media Managers |
Explore methods of regular maintenance and monitoring of usage Explore reporting processes Social media managers (moved from week 9) |
|
|
Week 9 6/4 - 8/4 |
Review Social Media Process Strategies for Resolving Non-compliant Factors |
Explore methods to review the social media process to ensure it meets legislative and organisational policies and procedures Explore strategies for resolving non-compliant factors of social media use within an organisation |
|
|
EASTER BREAK 9/4 -15/4 |
MID-SEMESTER BREAK |
|
|
|
Week 9 Continued 16/4 (Thu) |
Document Social Media Usage Pattern Make Recommendations for Improvement Work on Assessment |
Explore methods for documenting social media usage pattern How to make recommendations for improvements - activities |
Assessment 2 due, Sunday |
|
Week 10 20/4 |
Assessment 2 Presentations
|
Presentations Assessment 2 Briefing |
Assessment 2 Client Presentations, in class Assessment 3 Briefing |
|
Week 11 27/4 |
Document Social Media Usage Pattern Make Recommendations for Improvement Work on Assessment |
Explore methods for documenting social media usage pattern How to make recommendations for improvements - activities |
|
|
Week 12 4/5 |
Graphics and 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 |
|
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Week 13 11/5 |
Social Media Prototyping | Explore software for social media prototyping | |
|
Week 14 18/5 |
Work on assessment 3 | Work on assessment | Assessment 3 Due, Sunday 11pm |
|
Week 15 25/5 |
Presentations (Assessment 3) |
Presentations |
Assessment 3, Client Presentations, in class |
|
Week 16 1/6 |
Resubmissions |
Late Presentations |
|
|
Week 17 8/6 |
Resubmissions due |
Feedback Session - Resubmissions due |
|
Learning Resources
Prescribed Texts
References
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 5 and 6)
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: Social Media Strategy 1 - Group (due weeks 9 and 10)
You will create a requirement report and social media strategy for a WIL client. You will establish what the needs of the client are and how to measure the success of the campaign. Next you will create a social media strategy for the client.
You are to assume the role of digital consultant for a product/cause/client organised by your teacher. You will use digital tools for your group collaboration and present the information in a report format and presentation in class.
Assessment 3: Social Media Strategy 2 - Group (due weeks 14 and 15).
This assessment is designed to evaluate your ability to measure the requirements of a client and develop a social media strategy based on your research. Upload your digital files on Canvas as a report and presentation and present your work in class.
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
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.
Your assessment grades will be:
Satisfactory
Not satisfactory
Did not Submit
Final grades
Final Grades table:
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