Module Code: H8PRS
Long Title Public Relations and Social Media
Title Public Relations and Social Media
Module Level: LEVEL 8
EQF Level: 6
EHEA Level: First Cycle
Credits: 5
Module Coordinator: David Mothersill
Module Author: Joe Wilde
Departments: School of Business
Specifications of the qualifications and experience required of staff

Lecturer    Level 9 or equivalent qualification. Relevant industry experience and a track record of teaching in a higher institution.    
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate a knowledge of the evolution of social media and online PR and the impact they have on consumer behaviour
LO2 Develop and execute an integrated social media and/or PR strategy.
LO3 Analyse the outcome and results of a social media and/or PR strategy.
LO4 Develop and maintain a social media and/or PR trend analysis with a view to future planning and execution in specific industries.
LO5 Demonstrate a clear understanding of current world activities and events to drive social media/PR content creation and conversation.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements

As per programme requirements (outlined in 4.2.2 Minimum requirements for general learning). 
 

Module Content & Assessment

Indicative Content
Introduction to Social Media
Introduction to social media, statistics and usage for Ireland Entering the social media environment: why would a business what to use social media Reviewing the market and understanding what competitors are doing Facebook explained -functionality, pages, examples and advertising Twitter explained -functionality, advertising, examples and tips.
Social Media Channels
Communication channels for businesses The technology of social media for businesses: Pinterest -how it works, examples LinkedIn -pages, ads, how it works for businesses & individuals Google+ functionality, examples and Irish case study
Content Marketing and Blogging
The business use of Blogging, why should businesses utilize this tool The importance of Content Marketing - content objectives, strategy, formats, types and case studies Concept of Content Seeding Content Promotion Strategy
Introduction to online PR and reputation management
Principles of PR. identifying and targeting your audience PR goals Online PR tools Transmedia Campaigns: Merging online with offline campaigns Making events and gathering social media How to manage company reputation online Social media policy
Online Privacy and the internet
Rules around online privacy in Ireland/UK/Europe/US Introduction to the concept of 'the Internet of things' and what this means for companies and individuals
Rich Media
Online video, audio and podcasting; creating and editing, on the fly production, benefits and technologies used Distributing rich media YouTube -how to set up and manage brand channels You Tube 'Stars' and case studies of effective video content
Social Media Monitoring
Introduction to the tools to monitor your social media presence including examples Inbound Marketing explained with examples Monitoring, conversing and encouraging conversation
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: Practical % of total: 25
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
n/a
Assessment Type: Essay % of total: 75
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
n/a
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
Should students fail the module overall, they will be required to resubmit the failed components.  

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 24 Per Semester 2.00
Tutorial Mentoring and small-group tutoring 12 Per Semester 1.00
Independent Learning Time Independent Learning 89 Per Semester 7.42
Total Weekly Contact Hours 3.00
 

Module Resources

Recommended Book Resources
  • Barker, Barker, Bormann, Roberts, Zahay. (2022), Social Media Marketing, a strategic approach, 3rd. CENGAGE Learning.
  • Scott, D. M. (2022), The new rules of marketing and PR, 8th. John Wiley and Sons.
This module does not have any article/paper resources
Other Resources
Discussion Note: