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PUB 111 - Building Social Media Relationships C21

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
Course Anti-requisite(s):
Instructor Name:
Gail Ordogh
Course Dates:
05/04/2020 - 07/26/2020

Required Course Materials:
Optional Course Materials:
Online readings as recommended by instructor.
Course Description:
Social networking has become an integral part of marketing and PR. And with all the platforms, including blogs, Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, podcasts, location-based platforms and mobile apps, practitioners need to understand how to use the emerging tools and strategically integrate them into a communications plan that identifies and reaches the right influencers in an increasingly fragmented audience space.
Building Social Media Relationships defines the terminology for online communications, explores the current applications and tools available, identifies some of the community, legal and ethical concerns around social media use, and creates a framework for understanding how to successfully integrate it into a marketing communications program.
Learning Outcomes:

Upon completion of this course, students will:

●       Categorize and evaluate the features and applicability of current social media tools available to public relations and marketing practitioners. (CLO1)

●       Assess the relationship-building options of social media and apply them to industry examples. (CLO2)

●       Develop strategies for reaching diverse audiences using an integrated communications approach. (CLO3)

●       Critique the current measurement and evaluation tactics for social media campaigns. (CLO4)

●       Compare ethical practice with current social media case scenarios. (CLO5)          



Course Evaluation

The final grade is calculated based on the following components:

Quiz     10%
Social Media Planning Assignment    10%
Blog Project    20%
Social Media Strategy 40%
Participation   20%

Course Format:

This course is designed to present the fundamental concepts and theories of public relations in social media and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.)

Assignment Submission:
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late Coursework:
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied.  Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request. 

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):

In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager/Program Associate to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager/Program Associate, in the case of a missed test/examination, within the specified five 48 hours window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).

Academic Integrity

(Please note that CCE will adhere to a zero tolerance application of the policy)

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity.  Academic dishonesty is to knowingly act or fail to act in a way that result or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

]The following illustrates only three forms of academic dishonesty:

1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained, including copying solution sets.
2. Improper collaboration in group work.
3. Copying or using unauthorized aids in tests and examinations.

Academic Accommodations:
Students who require academic accommodation should contact Student Accessibility Services (SAS).  Staff at SAS will evaluate your learning needs and, if required, will provide a letter for the course instructor. It is the student’s responsibility to inform the instructor and Program Manager of any accommodation requirements at the start of the course.  For more information, contact SAS at ext. 28652 or visit
On-line Elements:
Material for this course may be accessed through McMaster's new learning system, Avenue2Learn (A2L). Your instructor will notify you if, or when, you will be required to login and use the tools and materials available through this on-line system. Computers are available for use in various locations across McMaster main campus including all libraries and Computer Labs.
To access Avenue to Learn go to: .  You will be required to enter your MAC ID (login and password). To activate your MAC ID, contact University Technology Services.
In this course, we will be using a web-based service ( to reveal plagiarism. Students will be expected to submit their work electronically to and in hard copy so that it can be checked for academic dishonesty. Students who do not wish to submit their work to must still submit a copy to the instructor. No penalty will be assigned to a student who does not submit work to All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, etc.). To see the Policy, please go to McMaster Academic Integrity Policy. 
Course Changes:
The instructor reserves the right to modify elements of the course and will notify students accordingly. 
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education's program webpage, FAQs & Policies (
Storm Closure Policy:

In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm ClosurePolicy:, and will only close if the University isclosed.  All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre forContinuing Education is closed.  On-line courses will take place as scheduled.


Grading Scale:


Equivalent Grade Point

Equivalent Percentages














































Course Schedule:


Topic & Readings

Assignments/Graded Components


Introductions and Getting started



Social Media Landscape

Social Media Quiz


Blogs, Vlogs and Influencers



Customer Service and Digital



Campaigns and Content



Content Planning

Social Media Planning Assignment


Building Communities, Paid



Social Media Tools



Algorithms and Reporting



Integrating with the Bigger Picture



Ethics and Policy

Blog Project


Best Practice and Wrap-Up

Social Media Strategy