| Semester 2, 2022 Springfield On-campus | |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Humanities & Communication |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Examiner:
Overview
The world is more connected today than it has ever been, and the role of digital media in our daily lives continues to expand. Digital media is also now a crucial tool used by public relations (PR) practitioners. This practice-focused course focuses on the power of digital media 鈥� including social media - in PR, and the interactions that define contemporary communication. It brings together social theory and contemporary digital media platforms from the PR professional鈥檚 perspective to produce a range of PR components, including digital aspects of communication campaigns.
Students in this course plan and implement the digital component of a public relations (PR) campaign. Through an examination of social theory and contemporary digital media platforms, students use best practice PR engagement techniques to produce contemporary forms of a range of digital communications for individual and organisational purposes. Students learn how to implement the digital media planning process of a PR campaign and develop knowledge of its place in achieving a communications campaign's overall strategy.
Course learning outcomes
On successful completion of this course students should be able to:
- identify a range of appropriate digital communication strategies, applications and platforms for given scenarios and articulate how these affect decision-making from an operational perspective:
- identify and segment target publics:
- use digital analytics as part of campaign measurement and evaluation;
- ethically apply discipline-specific written communication and creative problem-solving skills for a stated professional outcome.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Digital media practice in public relations | 30.00 |
| 2. | Planning and creating effective digital strategies | 30.00 |
| 3. | Writing for social media and other digital platforms | 15.00 |
| 4. | Influencers, bloggers, and traditional media | 10.00 |
| 5. | Creativity and economy in digital media | 15.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Quiz | No | 15 | 1,2 |
| Essay | No | 15 | 1,2,3,4 |
| Practical 1 | No | 30 | 1,2,3,4 |
| Practical 2 | No | 40 | 1,2,3,4 |