Social Media Campaigns (12082.1)
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | On-campus |
Bruce, Canberra |
| EFTSLEquivalent Full Time Study Load is a measure of the student study load. One EFTSL is worth 24 credit points and is equivalent to a student undertaking full time study for one year. | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts And Communications | Level 3 - Undergraduate Advanced 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 outcomes
Upon successful completion of this unit, students will be able to:1. Demonstrate best practices in strategic social media use across all stages of the campaign planning process;
2. Analyse social media trends, audiences, and content performance, and interpret analytics to make data-driven decisions for continuous improvement;
3. Design a social media strategy to achieve organisational goals; and
4. Create social media content that resonates with audiences, aligns with organisational strategy, and adheres to ethical and legal standards.
Graduate attributes
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills1. UC graduates are professional - communicate effectively
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
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 - take pride in their professional and personal integrity
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
Prerequisites
Must have passed 24 credit points.Corequisites
None.Incompatible units
None.Equivalent units
11104 Digital Engagement and Analytics AND 9034 Digital PR and Media RelationsAssumed knowledge
None.| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2025 | Bruce, Canberra | Semester 2 | 28 July 2025 | On-campus | Ms Prue Robson |
| 2026 | Bruce, Canberra | Semester 2 | 10 August 2026 | On-campus | Ms Prue Robson |
Required texts
Freberg, K. 2022. Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, (2nd ed., International Student Edition) is a recommended text for this unit.
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 or rented direct from Vitalsource. If you prefer a hard copy book, you can purchase from Amazon. Copies are available in the Library.
Additional readings will be available from the library via the Reading List link on Canvas.
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
Participation requirements
While attendance at tutorials 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.
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
None.
