Syllabus for Roster(s):

  • 14Sp NCBM 218-701 (SCPS)
In the UVaCollab course site:   14Sp NCBM 218-701 (SCPS)

Class Syllabus

Attachments

  • SCPS_SP_2014.docx

    • Class Overview for SIS

    Integrating Technology and Public Relations

    Getting Social: How Social Media is Revolutionizing PR

    SCPS Online

    Spring, 2014

    14Sp NCBM 218-701 (SCPS)

    Course Overview

     

     

     

    General Information

    Class number: 209032

    Catalog #: NCBM218 Section 701

     

    Instructor

    Rob Pasquinucci

    Email: rsp7u@virginia.edu

     robpasq@fuse.net

    Twitter: @pasquinucr1

    Blog: robpasq.com

    Office Hours: By appointment (virtual); periodic live Twitter help sessions will be announced.

    Mobile: 513-604-3556 (Cincinnati, Ohio. Eastern Time Zone)

     

    Required materials

    Text: The New Rules of Marketing and PR by David Merriman Scott

    Softcover: 208 pages. Publisher: John Wiley & Sons (3rd edition, 2011)

    ISBN: 978-1-118-02698-4

     

    Technical Specifications: Computer Hardware:

    • Computer with basic audio/video output equipment
    • Internet access (broadband recommended)
    • Microsoft Word

     

    Technical Support Contacts:

     

    Class information

    This course examines how the strategic combination of social media and traditional public relations tactics can be used to promote an organization’s image, share its messages and build its brand. The class will explore the latest technology, best practices and social media’s role in the marketing mix through a case study approach. 

     

    Format: This course is organized with the assumption that students remain up to date with reading and all other learning activities. Although this course will be conducted using a variety of online tools - students are expected to take an active role in online class activities each week. Evaluation of learning activities and examinations shall follow the patterns of professional practice as closely as possible.

     

    While materials will be presented through UVA Collab and other electronic means, successful completion of this course requires the same amount of time and effort as an in-person class. Students will have some more flexibility about when to complete class work, but the expectation is that the work is completed by deadlines established by the instructor.

     

     

    Required materials

    Text: The New Rules of Marketing and PR by David Merriman Scott

    Softcover: 208 pages. Publisher: John Wiley & Sons (3rd edition, 2011)

    ISBN: 978-1-118-02698-4

     

     

    Technical Specifications: Computer Hardware:

    • Computer with basic audio/video output equipment
    • Internet access (broadband recommended)
    • Microsoft Word

     

    Technical Support Contacts:

     

    Class information

    This course examines how the strategic combination of social media and traditional public relations tactics can be used to promote an organization’s image, share its messages and build its brand. The class will explore the latest technology, best practices and social media’s role in the marketing mix through a case study approach. 

     

    Format: This is an online course. This course is organized with the assumption that students remain up to date with reading and all other learning activities. Although this course will be conducted using a variety of online tools - students are expected to take an active role in online class activities each week. Evaluation of learning activities and examinations shall follow the patterns of professional practice as closely as possible.

     

    While materials will be presented through UVA Collab and other electronic means, successful completion of this course requires the same amount of time and effort as an in-person class. Students will have some more flexibility about when to complete class work, but the expectation is that the work is completed by deadlines established by the instructor.

     

    Each week, various materials that supplement course readings will be posted, along with an activity or assignment. Students will be expected to complete these activities within a specified time (usually one week).

     

    Assessment: Students will be evaluated by examinations, class participation and completing an comprehensive social media plan for a client at the end of the term.

     

    Learning outcomes: Students will have a deeper understanding of the social media strategies, goals and tactics that can be employed to further an organization’s reputation. Students will have a working knowledge of the technology and tools available to conduct a social media campaign. Students will understand how social media can work in conjunction with traditional PR.