Lecture: 2 hours/week
Seminar: 2 hours/week
Some or all of the following methods will be used:
- lecture/discussion
- group work
- team-based projects
- individual projects and assignments
- instructor feedback
- presentations
- guest speakers
- individual consultation
Audience Analysis
- Demographic traits
- Psychographic traits
- Behavioural traits
- Situational traits
- Audience context
Environmental Scanning and Media Analysis
- Political, economic, social, technological, environmental, and legal factors (PESTEL)
- Social media platforms and technological change
- Social media trends and case studies
- Dimensions of communications media (synchronous/asynchronous, push/pull, recorded/live, passive/interactive, local/remote, dialogue/dissemination, unidirectional/reciprocal, rich/lean, persistent/ephemeral, oral/written, document/data, ambient/focal, digital/analog, earned/unearned)
- Sender-receiver model of communication
- Organizational communications (specifically in social media)
Communications Documents and Style
- Features and functions of a communications audit report
- Features and functions of a social media style guide
- Organizational communications guidelines and protocols
Social Media Content, Strategies, and Techniques
- Rhetorical aims and contexts
- Rhetorical techniques used in social media
- Use of unique social media 鈥渧oices鈥 for organizational accounts
- Persuasive writing techniques and copywriting formulas
- Social media user behaviour and models for responsive engagement
- Use of correct English language fundamentals in social media and planned deviation for rhetorical purposes
Students who successfully complete this course will
- assess the performance of an organization's social media program
- develop an organizational social media communications strategy
- define organizational protocols and guidelines, including the use of an organizational "voice," for communicating through social media
- adapt existing organizational communications campaigns/programs to best apply available social media options and engage target audiences
- develop social media content consistent with a defined strategy and organizational "voice" to appeal to identified target audiences and protect and defend an organization鈥檚 reputation
Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.
Instructors may use a student's record of attendance and/or level of active participation in the course as part of the student's graded performance. Where this occurs, expectations and grade calculations regarding class attendance and participation will be clearly defined in the Instructor Course Outline.
Assessment will be based on course objectives and will be carried out in accordance with the 糖心vlog传媒Evaluation Policy. An evaluation schedule is presented at the beginning of the course. This is a graded course.
Example evaluation schedule:
Audience archetypes: 10%
Communications audit report: 10%
Social media messaging: 10%
Social media style guide: 30%
Ethical/legal analysis: 5%
Strategic social media analysis: 25%
Attendance/participation/professionalism: 10%
Total: 100%
A list of required textbooks and materials is provided for students at the beginning of the semester. Example texts include:
- Digital reading modules and other online sources
Acceptance into the Post-Degree Diploma in Professional Communication
OR
Acceptance into the Post-Baccalaureate Diploma in Digital Marketing
OR
A minimum of 45 credit hours including a university-transfer course in English, Communications, or Creative Writing with a grade of B or higher
OR
Permission of the Professional Communication Program Coordinator
None
None