Course Outline
CMN317 Social Media Management
Course Coordinator:Karen Sutherland (ksutherl@usc.edu.au) School:School of Business and Creative Industries
2024Semester 2
UniSC Sunshine Coast |
Blended learning | Most of your course is on campus but you may be able to do some components of this course online. |
Online |
Online | You can do this course without coming onto campus. |
Please go to usc.edu.au for up to date information on the
teaching sessions and campuses where this course is usually offered.
What is this course about?
Description
This course provides you with the opportunity to gain practical experience as a Social Media Manager for a real client. Working in a simulated Social Media Agency environment with your peers, you will learn how to liaise with your client to develop, implement and evaluate a social media strategy and navigate the ethical and professional considerations relating to this process.
How will this course be delivered?
| Activity | Hours | Beginning Week | Frequency |
| Blended learning | |||
| Tutorial/Workshop 1 – In-class tutorial | 3hrs | Week 1 | 12 times |
| Online | |||
| Lecture – 1 hour online content for 12 weeks (or equivalent). | 1hr | Week 1 | 12 times |
| Tutorial/Workshop 1 – Interactive zoom tutorial | 2hrs | Week 1 | 12 times |
Course Topics
This course guides students through the three key phases of social media management:
- Stage 1. Preparation (Research and Strategy Development)
- Stage 2. Implementation (Implementing the client’s social media strategy live on their profiles).
- Stage 3. Evaluation (Data Collection, Analysis, Reporting and Recommendations Developed to Promote Continual Improvement).
What level is this course?
300 Level (Graduate)
What is the unit value of this course?
24 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 | Professionally analyse, design and evaluate social media strategies. | Engaged |
| 2 | Demonstrate legal, ethical and professional social media practice. | Ethical |
| 3 | Critically analyse different organisation's objectives and social media strategy performance. | Creative and critical thinker |
| 4 | Critically use mainstream social media platforms. | Empowered |
| 5 | Produce and disseminate high quality digital content for social media platforms | Engaged |
| 6 | Apply skills in client communication, liaison and social media account management. | Empowered |
Am I eligible to enrol in this course?
Refer to the UniSC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.
Pre-requisites
Completed 192 units.
Co-requisites
Not applicable
Anti-requisites
Not applicable
Specific assumed prior knowledge and skills (where applicable)
Communication theory, ethics, social media content curation and creation skills.
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
All students are required to attend a weekly Work in Progress meeting, so they will be provided with feedback in Weeks 1, 2 and 3.
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 | 40% | 3500 words |
Week 4 | Online Assignment Submission with plagiarism check |
| All | 2 | Oral | Individual | 20% | 10 Slides in 10 Minutes |
Week 8 | In Class |
| All | 3 | Report | Individual | 40% | 1500 words |
Week 13 | Online Assignment Submission with plagiarism check |
| All - Assessment Task 1:Social media strategy | |||||||||||||||||||
| Goal: | You will demonstrate your ethical 'liaison management' and research skills through creating a social media strategy that meets the needs of an assigned client. |
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| Product: | Written Piece | ||||||||||||||||||
| Format: | Professional/Industry piece Using the strategy template provided, you will create a 3500 word social media strategy. You will be assigned a client in tutorial. To complete this task, you will be required to research the client which may involve direct communication with the client, understanding their current social media presence, understanding their target audience and knowing who their competitors are. The strategy should result in recommendations for improving/changing the client’s current social media approach. Please refer to Blackboard for required strategy template. |
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| Criteria: |
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| Generic Skills: | |||||||||||||||||||
| All - Assessment Task 2:Client Work In Progress (WIP) Presentation | ||||||||||||||||||||||
| Goal: | You will evaluate the progress of your social media strategy and present an accurate update to your clients. |
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| Product: | Oral | |||||||||||||||||||||
| Format: | Professional/Industry format 10 minute presentation with use of visual aids in the presence of the client and tutor. The presentation may take place in class or via video-conference depending on the availability of the client. Please refer to Blackboard for the required components of this task. |
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| Criteria: |
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| Generic Skills: | ||||||||||||||||||||||
| All - Assessment Task 3:Social Media Evaluation Report | ||||||||||||||||||||||
| Goal: | You will apply your analytical and evaluative skills to produce a final social media report containing your summary of the social media project and final recommendations for your client |
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| Product: | Report | |||||||||||||||||||||
| Format: | Professional/Industry format You will develop a 1500 word report for your client that evaluates the performance of the social media strategy that you developed for Task 1 and then implemented throughout the Implementation Phase. The report will be based on the monitoring and measurement data of six weeks of social media management (involving content curation, creation, brand and community management) for a real client. Your report must contain the metrics proposed in the Monitoring and Measurement section of your Task 1 Social Media Strategy. Task 3 must clearly demonstrate whether your social media strategy achieved its goals and SMART objectives and provide recommendations (supported by evidence) to the client to guide them in their future social media activities. Please refer to Blackboard for the necessary components to include in this task. |
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| Criteria: |
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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. 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
Specific requirements
Students must have access to a computer, the internet and a smartphone for this course.
How are risks managed in this course?
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.
SafeUniSC
UniSC 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 SafeUniSC by phone: 07 5430 1168 or using the SafeZone app. For general enquires contact the SafeUniSC team by phone 07 5456 3864 or email safe@usc.edu.au.
The SafeUniSC 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 studentwellbeing@usc.edu.au.
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 studentcentral@usc.edu.au.
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 studentwellbeing@usc.edu.au 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 AccessAbility@usc.edu.au 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
- Central Examinations
- Deferred Examinations
- Student Conduct
- Students with a Disability
For more information, visit https://www.usc.edu.au/explore/policies-and-procedures#academic-learning-and-teaching
Student Charter
UniSC 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
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In person:
- UniSC Sunshine Coast - Student Central, Ground Floor, Building C, 90 Sippy Downs Drive, Sippy Downs
- UniSC Moreton Bay - Service Centre, Ground Floor, Foundation Building, Gympie Road, Petrie
- UniSC SouthBank - Student Central, Building A4 (SW1), 52 Merivale Street, South Brisbane
- UniSC Gympie - Student Central, 71 Cartwright Road, Gympie
- UniSC Fraser Coast - Student Central, Student Central, Building A, 161 Old Maryborough Rd, Hervey Bay
- UniSC Caboolture - Student Central, Level 1 Building J, Cnr Manley and Tallon Street, Caboolture
- Tel:+61 7 5430 2890
- Email:studentcentral@usc.edu.au