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Course prerequisites


Course aim

To develop the expertise of communication professionals in the principles and techniques of social media management, and online engagement and collaboration to support an organisation’s strategic communication effort.

Course objectives

On completion of this course students should have the ability to:

  • Apply the principles of online community engagement and collaboration of the establishment of a project
  • Create effective and appropriate content for a variety of social media platforms and applications
  • Use emergent technologies for research, monitoring and evaluation of communication activities
  • Manage the strategic use of new media, including a critique of the contribution of emergent technologies to the communication goals of an organisation

Learning modules

  1. Tribalism and online communities
  2. The skills of listening: research, monitoring and evaluation
  3. Culture, communication and the changing media landscape
  4. Strategic planning and integration of digital media
  5. Amplification of messaging
  6. Managing social media
  7. Communication and messaging platforms
  8. Collaboration and curation
  9. Visual and audio platforms
  10. Artificial intelligence and the future


Students must complete three graded practical assessments focusing on:

  1. Report (25%): Social Media Audit
  2. Project (25%): Social media strategy
  3. Online activities (50%): Content portfolio and reflection

Course formats

The course will be delivered online, with students taking part in online discussions with lecturers and students and participating in practical activities.

Course time commitment

As the course is completely online and has no set hourly commitments each week, participants have freedom with their time spent on the course. However, it is recommended participants allow about seven to eight hours per week to read modules, participate in activities, research and complete assignments.

Course Coordinator

Dr Leanne Glenny