Module Code: |
H8PRS |
Long Title
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Public Relations and Social Media
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Title
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Public Relations and Social Media
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Module Level: |
LEVEL 8 |
EQF Level: |
6 |
EHEA Level: |
First Cycle |
Module Coordinator: |
David Mothersill |
Departments: |
School of Business
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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.
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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).
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Entry requirements |
As per programme requirements (outlined in 4.2.2 Minimum requirements for general learning).
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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.
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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
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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
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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
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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
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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
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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
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Assessment Breakdown | % |
Coursework | 100.00% |
AssessmentsFull 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 |
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Assessment Type: |
Essay |
% of total: |
75 |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4,5 |
Non-Marked: |
No |
Assessment Description: n/a |
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No End of Module Assessment |
Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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Reassessment Description Should students fail the module overall, they will be required to resubmit the failed components.
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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 |
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Barker, Barker, Bormann, Roberts, Zahay. (2022), Social Media Marketing, a strategic approach, 3rd. CENGAGE Learning.
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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 |
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Other Resources |
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[Website], Social Media Examiner 2022 , Your guide
to the social media jungle,
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[Website], Smart Insights 2022 , Marketing Plan,
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[Website], Emarketer 2022 , digital world Insights
and perspectives on marketing,
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[Website], Social Media Today 2022 , Social
networks, markeplace and seminars,
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[Website], Brand Republic 2022 ,Connecting
Advertising, marketing, media and PR,
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[Website], Advertise age 2022 ,What's new and
what's next in advertising,
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[Website], Hubspot 2022 , Hubspot software,
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