Unit Outline

Digital and social media play an increasing role in the contemporary media landscape. In this unit you will develop your knowledge of key concepts, principles, and practices to understand how digital and social media inform a strategic communication environment. The focus of this unit is on developing your knowledge and ability to creatively plan, effectively implement, and critically evaluate the performance of various social media strategies. You will also gain practical skills in digital content creation for various platforms.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Critically evaluate the role of digital media in a strategic communication environment.
2.	Design and summarise a social media project which uses digital content creation, and present progress on a project in a concise and convincing way.
3.	Demonstrate your own digital and social media practice in a portfolio of practical work.
4.	Critically evaluate and discuss your media production experiences and the content you have produced in the context of key concepts in emergent media technologies.

Alterations as a result of student feedback

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Oral pitch for a digital and social media campaign	Week 6	20 %	LO1, LO2, LO4
Assessment Task 2:	Strategic Digital and Social Media Report	Week 10	40 %	LO1, LO2, LO4
Assessment Task 3:	Portfolio of digital and social media content	Week 14	40 %	LO1, LO2, LO3, LO4

Assessment details

Assessment Task 1: Oral pitch for a digital and social media campaign

Task Description:

For this assessment, we ask you to deliver an oral pitch for a digital and social media initiative for an organisation or business of your choice. Your pitch will be delivered in class and will include an accompanying audio visual component that outlines your initial ideas. You will then respond to questions from fellow students and the unit coordinator on your communication concept.

Task Length:

500 words equivalent

Due Date:

Week 6

Weight:

20 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Develop an idea for a digital and social media initiative of manageable scope	LO2
2	Clearly and persuasively present your ideas for your digital and social media initiative and clearly respond to questions and feedback	LO4
3	Demonstrate conceptual and practical understanding of the use of digital media in a strategic communication environment.	LO1, LO4

Assessment Task 2: Strategic Digital and Social Media Report

Task Description:

For this assessment, you will write a Strategic Digital and Social Media Report on behalf of an organisation or business of your choice. The report will outline how an event or issue will be strategically communicated through a digital and social media campaign. Your report should demonstrate your understanding of the digital and social media landscape, and how you will use this knowledge to develop a social media strategy for your selected organisation.

Your report can include a practical component (or components). This component may comprise up to 1000 words equivalent of the 2000 word total task length.

Task Length:

2000 words equivalent

Due Date:

Week 10

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Create a Strategic Digital and Social Media Report which includes sample media production	LO2, LO4
2	Demonstrate a conceptual and practical understanding through your report of the use of digital and social media in strategic communication	LO1
3	Demonstrate research and creativity to produce an appropriate and achievable Report, which sets clear strategic objectives and has measurable outcomes.	LO2

Assessment Task 3: Portfolio of digital and social media content

Task Description:

For this assessment, you will create a portfolio of your own work, based on the Strategic Digital and Social Media Report completed for Assessment Task 2. The portfolio should include examples of content that you have created for digital and social media platforms, and can include audio, visual and written examples. Your portfolio should include a content list and an introduction to explain its purpose, aims and audience, Each example should be accompanied by a contextual statement demonstrating your understanding of the role of digital media in strategic communication.

Task Length:

2000 words equivalent

Due Date:

Week 14

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Design a portfolio of work of professional standard.	LO2, LO3
2	Demonstrate creativity through the use of a range of digital content and social media platforms	LO3
3	Apply conceptual and practical understanding of strategic communication to produce a portfolio	LO1, LO4
4	Clearly draw upon and reference relevant scholarly work	LO1, LO4

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.