Course Title: Develop and apply social media strategy
Part B: Course Detail
Teaching Period: Term1 2021
Course Code: MKTG8049
Course Title: Develop and apply social media strategy
School: 650T Vocational Business Education
Campus: City Campus
Program: C6169 - Advanced Diploma of Business (Public Relations)
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
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 describes 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: |
VU22808 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.
|
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 application in public relations activities.
|
Element: |
3. Review and evaluate social media practices |
Performance Criteria: |
3.1 Review social media usage process to ensure compliance with legislative and organisational policies and procedures.
|
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in creating and applying a social media strategy.
You will how to plan, implement and evaluate social media strategies for public relations activities.
Details of Learning Activities
This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.
A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
Week |
Week commencing |
Topic |
Assessment |
1 |
8th February |
Course Introduction |
Assessment 1 Briefing |
2 |
15th February |
Introducing Social Media Strategy Aligning Social Media with Organisational Goals Writing for Social Media |
Worksheet: Social Media Audit Mandatory: Submission on Canvas |
3 |
22nd February |
Social Media Legislation Social Media Usage Protocols Consequences of non-compliance Social Media Strategy Regular Maintenance Monitoring of Usage Establish a Reporting Process |
Worksheet: Social Media Legislation Mandatory: Submission on Canvas |
4 |
1st March |
Social Media Content Calendars Social media managers Takeovers and influencers |
|
5 |
8th March |
Teams for Assessment 1 Planning a Social Media Strategy |
Social Media Strategy – step by step |
6 |
15th March |
WIL Client Preparation Establish a Requirements Report Research of WIL Client Data Research of WIL Client Website Develop a Questionnaire |
Establish Evaluation Criteria Communicate Social Media Selection and Use
|
7 |
22nd March |
WIL Client Briefing Update Requirements Report Social Media Metrics That Matter |
Client Briefing - Essential for Assessments 1 and 2 |
8 |
29th March |
Writing for Social Media Graphics and Video |
|
|
Mid Semester Break 1st April – 7th April
| |||
9 |
12th April |
Social Media Intelligence Journey Using Social Media Managers |
Assessment 1 due, Sunday 11:59PM |
10 |
19th April |
Assessment 1 Presentations |
Assessment 1 Client Presentations, in class |
11 |
26th April |
Assessment 2 Briefing |
Assessment 2 Briefing |
12 |
3rd May |
Document Social Media Usage Pattern Develop Social Media Posts for Assessment 2 |
|
13 |
10th May |
Work on Assessment 2 |
|
14 |
17th May |
Work on Assessment 2 Collect Analytics Display Analytics as Infographics Analyse the Data |
Assessment 2 Due, Sunday 11:59PM |
15 |
24th May |
Presentations (Assessment 2) |
Assessment 2 Presentations, in class |
16 |
31st May |
Resubmissions |
Late Presentations |
17 |
7th June |
Resubmissions due |
|
Learning Resources
Prescribed Texts
References
Other Resources
A range of resources will be provided to you throughout the semester via Canvas.
Overview of Assessment
Assessment Methods
A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in developing and applying social media strategy:
- Project management
- Written reports supported by practical assignments or tasks for individual assessment
- Observation of workplace practice supported by personal interviews
- Knowledge tests
- Practical display with personal interview, presentations or documentation
- Case studies
- Real situations
- Interaction with others.
You will be assessed on the criteria below:
Required evidence
- the application of the role of social media in a public relations environment
- the analysis of social media solutions for a public relations activity
- knowledge of social media applications.
Required skills
- language and literacy skills to:
- read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to the use of media
- communicate impartially and diplomatically with diverse stakeholders
- convey technical information to non-technical personnel
- interpersonal skills to:
- consult and provide advice
- technical skills to:
- analyse the use social networking sites.
Required knowledge
- basic technical terminology in relation to social networking and social media applications and tools
- features and functions of social media applications
- social media applications and procedures for connecting to social networking sites
- business ethics
- legislation and ethics that impact upon media use
- consequences of non-compliance with media use legislation and ethics
- training methods for media usage.
Evidence required to demonstrate competency in this unit
- the application of the role of social media in a public relations environment
- the analysis of social media solutions for a public relations activity
- knowledge of social media applications
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in social media marketing and include access to:
- relevant legislation, regulations, standards and codes
- relevant workplace documentation and resources
- case studies and, where possible, real situations related to industry sector.
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met. You will be provided with feedback throughout the course to check your progress.
Feedback
Feedback will be provided throughout the semester in class and/or with online discussions.
You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. You can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
There are 2 assessment tasks to complete including a social media strategy (planning) and a social media strategy (evaluation) for a real-life client. You have to pass both assessment tasks to be deemed competent for this course.
Assessment Task 1
Due: Submission via Canvas Sunday Week 9 with Presentations to Client in-class during Week 10
Social Media Strategy Planning
You will create a social media strategy for a WIL client who has an established PR strategy. You will establish what the needs of the client are and how to measure the success of the campaign. You are to assume the role of a digital consultant for a product/cause/client working at a small PR agency. The client and their needs will be organised by your teacher and their existing PR strategy.
Assessment Task 2
Due: Submission via Canvas Sunday Week 14 with Presentations to Client in-class during Week 15
Social Media Strategy Evaluation
You must evaluate your social media management plan from Assessment Task 1 and collate the results and recommendations into a report format of your choice.
Assessment Matrix
The assessment maps for all the assessment is available on CANVAS.
Submission Requirements
You should:
- Ensure that you submit assessments on or before the due date. Non submission without supporting evidence such as an ELP or special consideration will mean a result of Did Not Submit (DNS)
- 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.
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):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
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.
Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview