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Ngoc Nguyen, McMaster University Continuing Education Marketing graduate Ngoc Nguyen, McMaster University Continuing Education Marketing graduate

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PUB 113 - Social Media Research and Techniques C01

Academic Credit Value:
3 units
Course Delivery Mode:
In-Person
Hours of Study:
39 hours
Course Prerequisite(s):
PUB 111 / Building Social Media Relationships
Course Anti-requisite(s):
N/A
Instructor Name:
Jared Lenover
Course Dates:
05/07/2019 - 07/28/2019



Required Course Materials:
No Required Text
Optional Course Materials:
Online readings as recommended by instructor.
Course Description:
Application of social media tools and concepts to public relations practice is an evolving and challenging opportunity for public relations 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 practice. Using the blogs they created in Building Social Media Relationships, students will identify organizations and campaigns to study and then analyze, critique and develop strategies to improve the results currently achieved by the identified organizations through guided discussions.
Learning Outcomes:

Upon completion of this course, students will:

  • Apply best practices of public relations research to social media campaigns.
  • Gather primary and secondary data using online and social media tools.
    Analyze the effectiveness of current social media campaigns in diverse environments, using primary and secondary research to develop recommendations for best practices. (Examples of environments include financial services, hospitality and tourism, media, education, retail, government.)
  • Develop tailored recommendations for improving the effectiveness of select, current social media campaigns.
  • Recognize and apply opportunities to use ethical public relations practice to social media projects.
  • Contribute to the body of knowledge regarding social media best practices by creating and posting case studies about each of the organizations analyzed.
  • Using appropriate social media tools, share work in progress with colleagues, the instructor and followers, and gather feedback from the online expert community.
Course Evaluation
The final grade is calculated based on the following components:
Assignments and Case Studies 50%
Individual Blog (all semester) 30%
Participation 20%
Peer Evaluation 5% (bonus)
Course Format:

This course is designed to present the fundamental concepts and theories in public relations 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.).

This course emphasizes student participation in classroom discussions.  It is expected that students will read the assigned chapters from the text prior to each class.  The course will be taught in a lab format with breakouts for case studies, online research and analysis, literature review, project work and group discussions.

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:
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:

 

Week

Date

Topic

Assignments

1

May 2

Introductions and the Basics

 

2

May 9

Influence of Social Media

 

3

May 16

Research

 

4

May 23

Planning

Industry Impact Assignment Due

5

May 30

Setting Goals

 

6

Jun 6

Finding Your Community

 

7

Jun 13

Strategy

Company Profile Assignment Due

8

Jun 20

Tactics and Content Development

 

9

Jun 27

Ethics and Policy

 

10

Jul 4

Measurement and Evaluation

Case Study 1 Due

11

Jul 11

Difficult Situations

 

12

Jul 18

Change and Resource Management

 

13

Jul 25

Emerging Opportunities

Case Study 2 Due