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PUB 113 - Social Media Research and Techniques C21

Academic Credit Value:
3 units
Course Delivery Mode:
Online
Hours of Study:
39 hours
Course Prerequisite(s):
PUB 111 / Building Social Media Relationships
Course Anti-requisite(s):
N/A
Instructor Name:
Gail Ordogh
Course Dates:
05/04/2020 - 07/26/2020



Required Course Materials:
No Required Text
Optional Course Materials:
Course Description:
Application of social media tools and concepts to public relations practice is an evolving and challenging opportunity for public relations and marketing practitioners. It's an opportunity to engage with new audiences, create new opportunities for dialogue and execute even more compelling communications campaigns. Social Media Research and Techniques will build on the technical concepts and practices learned in Building Social Media Relationships, applying students' social media knowledge and skills to public relations and marketing practices. 
Learning Outcomes:
1.         Demonstrate knowledge of social media tools as they apply to public relations
2.         Identify and assess best research practices in public relations
3.         Apply research methods to social media campaigns.
4.         Gather primary and secondary data using online and social media tools.
5.         Evaluate the effectiveness of current social media campaigns in diverse environments, using primary and secondary research
6.         Design recommendations for improving the effectiveness of select social media campaigns.
7.         Comply with ethical standards in public relations 
Course Evaluation
Discussion (5x5%)
Assignment 1: Influencer Brief (10%)
Assignment 2: Social Media Audit (20%)
Assignment 3: Social Media Playbook (25%)
Assignment 4: Social Media Campaign (20%)
Course Format:
This course is designed to present the fundamental concepts and theories in Social Media Research and Techniques 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 in class on 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 days of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours days 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, in the case of a missed test/examination, within the specified 48-hour day 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

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 results 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 http://www.mcmaster.ca/academicintegrity/

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.
  2. Improper collaboration in-group work.
  3. Copying or using unauthorized aids in tests and examinations.
Academic Accommodations:
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email sas@mcmaster.ca. For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
On-line Elements:
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites.  Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
Turnitin.com:
In this course, we will be using a web-based service (Turnitin.com) to reveal plagiarism. Students will be expected to submit their work electronically to Turnitin.com and in hard copy so that it can be checked for academic dishonesty. Students who do not wish to submit their work to Turnitin.com must still submit a copy to the instructor. No penalty will be assigned to a student who does not submit work to Turnitin.com. 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 Turnitin.com 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 (https://www.mcmastercce.ca/cce-policies#Dropping).
Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:  https://www.mcmaster.ca/policy/Employee/storm_emergency_policy.pdf, and will only close if the University is closed.  All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed.  On-line courses will take place as scheduled.
Grading Scale:

 

Grade

Equivalent Grade Point

Equivalent Percentages

A+

12

90-100

A

11

85-89

A-

10

80-84

B+

9

77-79

B

8

73-76

B-

7

70-72

C+

6

67-69

C

5

63-66

C-

4

60-62

D+

3

57-59

D

2

53-56

D-

1

50-52

F

0

0-49

Course Schedule:

Modules

Assignments/Graded Components

 

 

1 – Introduction to Social Media Research

Discussion 1 (5%)

2 – Social Media and Communications

Discussion 2 (5%)

3 – Social Media and Commerce

Assignment 1: Influencer Brief (10%)

4 – Social Media Measurements, and Standards

Discussion 3 (5%)

5 – Planning, Strategy, and Setting Goals in Social Media Marketing

Assignment 2: Social Media Audit (20%)

6 – Social Media Research

Discussion 4 (5%)

7 – Content Development

Assignment 3: Social Media Playbook (25%)

8 – Measurement and Evaluation

Discussion 5 (5%)

9 – Social Media Ethics and Policy

 

10 – Emerging Opportunities and Resource Management in Social Media

Assignment 4: Social Media Campaign (20%)