Short Title:Social Media Marketing and Global PR
Full Title:Social Media Marketing and Global PR
Language of Instruction:English
Module Code:SMPR H3001
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 5 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Patricia Medcalf
Module Description:This module gives students an in-depth understanding of the role of social media in public relations. It will familiarise them with a variety of social media platforms and the various ways in which they may be leveraged by organisations and PR practitioners to engage with key audiences.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Outline the uses of and benefits to an organisation of employing current social media platforms such as blogging, podcasting, Youtube, Facebook, Pinterest, Snapchat, Instagram and Twitter.
LO2 Outline how an organisation might employ the appropriate social media platforms to achieve their PR goals.
LO3 Critically assess the relevance of various social media platforms in specific industries and for particular purposes.
LO4 Evaluate how the growth of social media both enhances and challenges the skill sets of journalism and PR.
LO5 Plan and execute the various stages of a real life integrated PR strategy using social media channels.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Assignment Students may develop and execute an online public relations strategy for a company. The strategy might address different challenges such as a product launch, brand engagement, a crisis, dealing with negative comments from various audiences. 1,2,3,4,5 100.00 Ongoing
No End of Module Formal Examination

TU Dublin – Tallaght Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture including workshops and project supervision 3.00 Every Week 3.00
Independent Learning Project work 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture including workshops and project supervision 2.00 Every Week 2.00
Independent Learning Project work 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Carolyn Mae Kim 2017, Social Media Campaigns, Routledge Oxford [ISBN: 9781138948600]
Recommended Book Resources
  • David Meerman Scott 2017, The New Rules of Marketing and PR, 6th Ed., Wiley [ISBN: 978-1-119-362]
  • Mark Schaefer 2013, Return On Influence, McGraw-Hill [ISBN: 0071791094]
  • Rob Brown, Public relations and the social web, London ; Kogan Page, 2009. [ISBN: 9780749455071]
This module does not have any article/paper resources
Other Resources
  • Library database: Warc
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BMKDM_D Bachelor of Arts in Digital Marketing 6 Mandatory
TA_BMADM_D Certificate in Applied Digital Marketing (60 credit Minor Award) 2 Mandatory
TA_BPDMK_C Certificate in Digital Marketing (30 credit Special Purpose Award) 2 Mandatory
TA_BPSMK_C Certificate in Social Media Marketing (30 credit Special Purpose Award) 2 Mandatory
TA_BIDMS_D International Digital Management & Sales 2 Mandatory