Digital Engagement and Analytics (11104.1)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|| On-Campus
|| Bruce, Canberra
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|School Of Arts And Communications||Level 2 - Undergraduate Intermediate Unit|| Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Learning outcomesAfter successful completion of this unit, students will be able to:
1. Demonstrate a conceptual and practical understanding of various digital and social media platforms and how to develop and adapt content for each;
2. Critique online engagement and campaigning techniques applied in diverse areas such as activist and social movements, government bureaucracies and political actors;
3. Apply technical expertise in identifying audiences and tracking reach through basic analytical tools; and
4. Understand the challenges of emerging and future technologies on the functions and processes of professional communication.
Graduate attributes1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
Equivalent units9034 Digital PR and Media Relations.
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
|2023||Bruce, Canberra||Semester 2||31 July 2023||On-Campus||Ms Prue Robson|
|2024||Bruce, Canberra||Semester 2||29 July 2024||On-Campus||Ms Prue Robson|
Freberg, K. 2022. Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, (2nd ed., International Student Edition) is the set text for this unit. This text will be used regularly throughout the semester for readings, learning activities in workshops and to complete assessment tasks.
Karen Freberg is one of the leading academic experts in social media campaigns, and her work is very practical and hands-on. This text is an excellent resource for those interested in working in/with social media. It's one you can take into the working world and keep referring to for many years.
An e-book version can be purchased direct from Vitalsource.
If you prefer a hard copy book, you can purchase from Booktopia (use code SAGE10 for 10% off) or the usual book retailers.
Additional readings will be listed on the UC Learn (Canvas) site and are available from the library via the Reading List link on Canvas.
Submission of assessment items
Special assessment requirements
Students must pass A1 – Social Media Marketing Certification Exam in order to pass this unit. The passing score for this certification is 80%. If students do not pass the certification exam in week 10, they have until the end of week 13 to re-attempt the exam in their own time. Your certification certificate must be uploaded to Canvas by Week 13, 11.59pm, Friday, October 27, 2023 in order to pass this unit. Students can re-take the exam as many times as they need to before this date.
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
While attendance at workshops is not compulsory, it may be difficult to pass the unit without regular attendance as all assessments have components that will be worked upon during class time. In particular, A2 + A3 requires group work and collaboration and time will be allocated in these workshops to work with your group and meet with your tutor for advice. In particular, in Week 9, we will set up your team's social media accounts and tools as necessary. Attendance and engagement with the content in Week 9 will be crucial to your success in A3.
Please note mask-wearing is mandated in teaching spaces in S2, 2022.
Required IT skills
This unit requires a basic familiarity with social media platforms. Extra resources will be provided to assist students who are not familiar with specific social media platforms.
Work placement, internships or practicums