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Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Social Media Analysis (WEB566)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Availability MURDOCH: S1-internal
Teaching Timetables Murdoch S1
Description This unit explores the application of communication technologies with an emphasis on digital and social media. It considers the use of social media in professional, government and community and public relations contexts. Students develop skills in audience research, campaign planning and the resources required to engage in the application of an online social media strategy for a variety of online contexts.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Evaluate the use of social media as part of an overall communications strategy for real-world case studies;
2. Research, design, and build an online social media strategy;
3. Recognise and understand the differences between personal and professional contexts and uses of social media;
4. Demonstrate and justify the choice of social media platforms for specific contexts; and
5. Apply high-level critical and creative thinking skills to complex online communication scenarios.
Timetabled Learning Activities Seminars/workshops: delivered in intensive teaching mode (24 hours contact time), which may include evenings and weekends. Students will complete assignments independently in consultation with teaching staff. Lectures will be delivered online.
Unit Learning Experiences The approach to learning in this unit is iterative and project based in which students will research, design and build and evaluate online social media strategy for a client. The labs involve the technical application of social media strategies toward the development of a successful online campaign that engages the goals of a brief. Students will also experience practice-oriented teaching based on real-world case studies and action-learning projects that ensures a tight integration of theory and practice
Assessment Assessment in this unit may include:
* Social Media Analysis Essays
* Reports, client reports
* Social media portfolios
* Discussion leadership
* Participation and professionalism
* Online discussions and quizzes
Assessments are designed to achieve the unit learning outcomes through applied research, critical analysis and practical application of the unit concepts. Students receive feedback through in class discussion, written assignments, group work and online assignment feedback and discussion.
Prerequisites Enrolment in a graduate-level course.
Appears in these Courses/Majors:
see individual structures for context
Graduate Diploma in Web Communication (GradDipWebComm) [New in 2015]
Master of Communication (MCommun)
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.


Unit Coordinator
Dr Catherine Archer
Lecturer in Public Relations

Murdoch Campus
t: 9360 2188
e: C.Archer@murdoch.edu.au
o: 450.4.061 - Education and Humanities, Murdoch Campus
Unit Contacts

MURDOCH: S1-Internal
Dr Catherine Archer
Lecturer in Public Relations

Murdoch Campus
t: 9360 2188
e: C.Archer@murdoch.edu.au
o: 450.4.061 - Education and Humanities, Murdoch Campus
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