Course Outline

CMN204 Social Media: Content Curation and Creation

Course Coordinator:Karen Sutherland ( School:School of Business and Creative Industries

2022Semester 1

USC Sunshine Coast

USC Moreton Bay

Blended learning Most of your course is on campus but you may be able to do some components of this course online.


Online You can do this course without coming onto campus.

Please go to the USC website for up to date information on the
teaching sessions and campuses where this course is usually offered.

What is this course about?


This Work Integrated Learning course explores the theoretical basis and its practical application in the curation and creation of digital content for mainstream social media platforms for delivery to a real client. This course investigates various methods available to curate and develop social media content for a diverse range of organisations, business objectives and audiences. Students will apply this knowledge to the strategic and practical curation and development of social media content for platforms such as Facebook, Twitter, Instagram, YouTube, LinkedIn, WordPress, Snapchat, TikTok and Clubhouse.

How will this course be delivered?

Activity Hours Beginning Week Frequency
Blended learning
Learning materials – Asynchronous online delivery of learning material. 1 hour online content for 13 weeks (or equivalent). 1hr Week 1 13 times
Tutorial/Workshop 1 – Synchronous and scheduled face to face workshops in a computer lab for 10 weeks (or equivalent). 2hrs Week 2 10 times
Seminar – Synchronous, face to face 2 hour seminars (Recorded). 2hrs Week 1 3 times
Information session – Synchronous 1 hour online Task Information Sessions (Recorded/ All cohort/ Shared with Online). 1hr Week 3 3 times
Learning materials – Asynchronous online delivery of learning material. 1 hour online learning materials for 13 weeks (or equivalent). 1hr Week 1 13 times
Tutorial/Workshop 1 – 2 hour interactive Zoom workshop for 10 weeks (or equivalent). Synchronous online workshops (Recorded). 2hrs Week 2 10 times
Seminar – 2 hour face-to-face on-campus seminar (will be recorded). 2hrs Week 1 3 times
Information session – Synchronous 1 hour online Task Information Sessions (Recorded) 1hr Week 3 3 times

Course Topics

Content Curation

Blog Writing

Social Media Strategy Development

Client Relationship Management

Social Media Content Production (writing, photography, graphics, video) 


What level is this course?

200 Level (Developing)

Building on and expanding the scope of introductory knowledge and skills, developing breadth or depth and applying knowledge and skills in a new context. May require pre-requisites where discipline specific introductory knowledge or skills is necessary. Normally, undertaken in the second or third full-time year of an undergraduate programs.

What is the unit value of this course?

12 units

How does this course contribute to my learning?

Course Learning Outcomes On successful completion of this course, you should be able to... Graduate Qualities Completing these tasks successfully will contribute to you becoming...
1 Understand and apply the various methods and ethical considerations involved in content curation. Knowledgeable
2 Understand and apply differing organisational objectives and how to develop a social media strategy to support them. Knowledgeable
Creative and critical thinker
3 Understand and comply with the nuances of the various mainstream social media platforms and their consumers during their practical application. Knowledgeable
4 Develop skills in the production of high quality digital content for social media platforms. Knowledgeable
Creative and critical thinker

Am I eligible to enrol in this course?

Refer to the USC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.


Not applicable


Not applicable


Not applicable

Specific assumed prior knowledge and skills (where applicable)

Not applicable

How am I going to be assessed?

Grading Scale

Standard Grading (GRD)

High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL).

Details of early feedback on progress

Students will receive feedback on Task 1 in the Week 3 tutorial, and/or Zoom session.

Assessment tasks

Delivery mode Task No. Assessment Product Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
All 1 Written Piece Individual 15%
500 words
Week 4 Online Submission
All 2 Written Piece Individual 35%
1500 words (not including tables or reference list)
Week 8 Online Assignment Submission with plagiarism check
All 3 Portfolio Individual 50%
5 pieces of social media content (developed for at least three relevant different platforms and including at least one video).
Week 13 Online Assignment Submission with plagiarism check
All - Assessment Task 1:Content Curation Blog Post
This goal of this assessment is to display the quality of your content curation proficiency by writing a WordPress blog post on any topic of your interest that showcases the best content on the web about your chosen subject.
Product: Written Piece
Each post must contain:
A succinct and relevant headline
At least one image (captioned with its source)
A professional yet conversational tone
Mentions of at least six different online sources about your chosen topic
Encouragement to readers to continue discussion
You will create (or use an existing) WordPress blog and email a link to your post to your tutor.
No. Learning Outcome assessed
Evidence of the application of ethical content curation principles
1 4
Clear communication using blogging writing style
1 3 4
Evidence of research
1 3
Competent use of WordPress
3 4
Adherence to the assigned format
3 4
Correct spelling, grammar, syntax, and punctuation
All - Assessment Task 2:Social Media Strategy Part 1. - Strategy Outline
The goal of this task is to develop a social media strategy outline that will aim to achieve the goal (or solve the problem) for an assigned client.
Product: Written Piece
You will develop a customised social media strategy to suit the needs of your assigned client. This will involve researching the client, the problem and the audience and developing a relevant social media strategy. The tactics section of the strategy outline must contain the recommendation of five pieces of social media content using at least three relevant platforms and at least one video that you will produce for Task 3. The strategy outline must adhere to the template on the course site and follow the following format:
- Background Goals 
- Objectives 
- Key Messages
- Audience
- Tactics (Must include recommendations for five pieces of social media content, using at least three relevant platforms and at least one video. The description must include the social media platform used, type of content, key messages, specific audience being addressed, and rationale with supporting evidence)
- Measurement
- Conclusion
The 1500 word limit does not include tables or the reference list.
No. Learning Outcome assessed
Relevance and creativity of strategy recommendations
2 3
Persuasive communication of recommendations
2 3
Breadth of research and inclusion of supporting ‘real world’ examples
2 3
Adherence to assigned format
Correct spelling, grammar, syntax, punctuation and referencing
All - Assessment Task 3:Social Media Strategy Part 2 - Tactical Social Media Content
The goal of this task is to apply the theories and concepts covered throughout the course to produce the five pieces of social media content for your assigned client that you recommended as tactics in the Task 2. Social Media Strategy Part 1. - Strategy Outline.
Product: Portfolio
Five pieces of social media content that were recommended in your Task 2. Social Media Strategy Part 1. - Strategy Outline.

Content can be developed for the following platforms and must include at least one video: 

- Facebook
- Twitter 
- Instagram
- YouTube
- LinkedIn
- WordPress 
- Snapchat.
- TikTok

The video can be filmed using a smartphone or any other technology with video capabilities. Platforms must be selected based on audience research conducted on behalf of your assigned client.
No. Learning Outcome assessed
Application of theories and concepts relating to social media content creation
3 4
Relevance to supporting the goal (or solving the problem) of the client
2 3 4
Applicability of the content to the characteristics of each platform
3 4
Originality of content
Proficiency in using social media content production tools
Correct spelling, grammar, syntax and punctuation

Directed study hours

A 12-unit course will have total of 150 learning hours which will include directed study hours (including online if required), self-directed learning and completion of assessable tasks. Directed study hours may vary by location. Student workload is calculated at 12.5 learning hours per one unit.

What resources do I need to undertake this course?

Please note: Course information, including specific information of recommended readings, learning activities, resources, weekly readings, etc. are available on the course Canvas site– Please log in as soon as possible.

Prescribed text(s) or course reader

Please note that you need to have regular access to the resource(s) listed below. Resources may be required or recommended.

Required? Author Year Title Edition Publisher
Recommended Karen E. Sutherland 2020 Strategic Social Media Management 1 Springer Nature

Specific requirements

Students enrolled in this course will need access to:A reliable internet connectionA computer ( Smartphone with:A reliable internet connection Video and photo capabilities

How are risks managed in this course?

Health and safety risks for this course have been assessed as low. It is your responsibility to review course material, search online, discuss with lecturers and peers and understand the health and safety risks associated with your specific course of study and to familiarise yourself with the University’s general health and safety principles by reviewing the online induction training for students, and following the instructions of the University staff.

What administrative information is relevant to this course?

Assessment: Academic Integrity

Academic integrity is the ethical standard of university participation.  It ensures that students graduate as a result of proving they are competent in their discipline.  This is integral in maintaining the value of academic qualifications. Each industry has expectations and standards of the skills and knowledge within that discipline and these are reflected in assessment.

Academic integrity means that you do not engage in any activity that is considered to be academic fraud; including plagiarism, collusion or outsourcing any part of any assessment item to any other person.  You are expected to be honest and ethical by completing all work yourself and indicating in your work which ideas and information were developed by you and which were taken from others. You cannot provide your assessment work to others. You are also expected to provide evidence of wide and critical reading, usually by using appropriate academic references.

In order to minimise incidents of academic fraud, this course may require that some of its assessment tasks, when submitted to Canvas, are electronically checked through Turnitin.  This software allows for text comparisons to be made between your submitted assessment item and all other work to which Turnitin has access.

Assessment: Additional Requirements

Your eligibility for supplementary assessment in a course is dependent of the following conditions applying:

The final mark is in the percentage range 47% to 49.4%
The course is graded using the Standard Grading scale
You have not failed an assessment task in the course due to academic misconduct

Assessment: Submission penalties

Late submission of assessment tasks may be penalised at the following maximum rate: 
- 5% (of the assessment task's identified value) per day for the first two days from the date identified as the due date for the assessment task. 
- 10% (of the assessment task's identified value) for the third day - 20% (of the assessment task's identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. 
- A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome.


USC is committed to a culture of respect and providing a safe and supportive environment for all members of our community. For immediate assistance on campus contact SafeUSC by phone: 07 5430 1168 or using the SafeZone app. For general enquires contact the SafeUSC team by phone 07 5456 3864 or email

The SafeUSC Specialist Service is a Student Wellbeing service that provides free and confidential support to students who may have experienced or observed behaviour that could cause fear, offence or trauma. To contact the service call 07 5430 1226 or email

Study help

For help with course-specific advice, for example what information to include in your assessment, you should first contact your tutor, then your course coordinator, if needed.

If you require additional assistance, the Learning Advisers are trained professionals who are ready to help you develop a wide range of academic skills. Visit the Learning Advisers web page for more information, or contact Student Central for further assistance: +61 7 5430 2890 or

Wellbeing Services

Student Wellbeing provide free and confidential counselling on a wide range of personal, academic, social and psychological matters, to foster positive mental health and wellbeing for your academic success.

To book a confidential appointment go to Student Hub, email or call 07 5430 1226.

AccessAbility Services

Ability Advisers ensure equal access to all aspects of university life. If your studies are affected by a disability, learning disorder mental health issue, injury or illness, or you are a primary carer for someone with a disability or who is considered frail and aged, AccessAbility Services can provide access to appropriate reasonable adjustments and practical advice about the support and facilities available to you throughout the University.

To book a confidential appointment go to Student Hub, email or call 07 5430 2890.

Links to relevant University policy and procedures

For more information on Academic Learning & Teaching categories including:

  • Assessment: Courses and Coursework Programs
  • Review of Assessment and Final Grades
  • Supplementary Assessment
  • Administration of Central Examinations
  • Deferred Examinations
  • Student Academic Misconduct
  • Students with a Disability

Visit the USC website:

Student Charter

USC is committed to excellence in teaching, research and engagement in an environment that is inclusive, inspiring, safe and respectful. The Student Charter sets out what students can expect from the University, and what in turn is expected of students, to achieve these outcomes.

General Enquiries

  • In person:
    • USC Sunshine Coast - Student Central, Ground Floor, Building C, 90 Sippy Downs Drive, Sippy Downs
    • USC Moreton Bay - Service Centre, Ground Floor, Foundation Building, Gympie Road, Petrie
    • USC SouthBank - Student Central, Building A4 (SW1), 52 Merivale Street, South Brisbane
    • USC Gympie - Student Central, 71 Cartwright Road, Gympie
    • USC Fraser Coast - Student Central, Student Central, Building A, 161 Old Maryborough Rd, Hervey Bay
    • USC Caboolture - Student Central, Level 1 Building J, Cnr Manley and Tallon Street, Caboolture
  • Tel:+61 7 5430 2890