Social Media
UndergraduateMUR-COM1012027
Course information for 2027 intake
Social media now sits at the centre of much professional and public communication. Analyse platforms, audiences, algorithms and AI. Practise online writing, content creation, campaign planning and social listening.
- Study method
- 100% online
- Assessments
- 100% online
- Enrol by
- 18 July 2027
- Entry requirements
- Part of a degree
- Duration
- 12 weeks
- Start dates
- 26 July 2027
- Price from
- $2,257
- Upfront cost
- $0
- Loan available
- HECS-HELP and FEE-HELP available
Social Media
About this subject
At the completion of this subject students will be able to:
- Critically evaluate rhetorical, discursive, and ethical implications of social media, including the influence of algorithms, AI-generated content, and emerging technologies.
- Apply key theories relevant to the study of organisations' social media practices, including concepts related to the network society, digital communication, and online communities.
- Research, evaluate, and apply a range of methodologies for online communication, critically assessing AI-assisted and human-centred approaches.
- Analyse varying social media platforms and demonstrate how audience research, platform affordances, and strategic objectives inform content development.
- Develop and apply effective social listening techniques, gathering, interpreting, and reporting on social media data in response to a professional brief.
- Produce ethical, purposeful, and audience-appropriate content for organisations using both human-centred and AI-assisted tools with critical awareness.
- A week-by-week guide to the topics you will explore in this subject will be provided in your study materials.
This subject introduces students to the role of social media in contemporary communication and society.
Students will explore social media and websites as platforms for communication, examining how organisations use these channels to achieve strategic communication objectives, engage stakeholders, and support communication activities. The subject introduces key concepts and theories related to the network society, digital communication, and online communities, enabling students to critically analyse the social, cultural, and technological implications of social media.
Through a combination of analysis, discussion, and practical activities, students will develop skills in online writing for diverse audiences, social media content creation, campaign planning, and social listening. They will learn how social media platforms shape information visibility and audience engagement, and how communication strategies can be tailored to different contexts and sectors.
The subject also examines the growing influence of artificial intelligence (AI) within social media environments. Students will critically evaluate AI-generated content, algorithms, virtual influencers, and emerging technologies, while developing practical skills to create, assess, and optimise social media content using both AI-assisted and human-centred approaches. Students will also undertake social listening and reporting activities focused on contemporary issues.
By the end of the subject, students will be more informed, ethical, and confident users of social media, equipped with the knowledge and practical skills required to communicate effectively in professional and organisational settings.
Please Note: All students studying at Murdoch University will need to complete the compulsory unit, Murdoch Academic Passport (MAP100), which only takes 2-3 hours to complete online. Find out more: http://goto.murdoch.edu.au/MurdochAcademicPassport.
- Forum contribution and engagement (10%)
- Short video presentation (20%)
- AI vs. Authentic Social Media Campaign (30%)
- Social Listening Report (40%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
Core
- MUR-COM-DEG-2027 - Bachelor of Communication
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
Related degrees
Once you’ve completed this subject it can be credited towards one of the following courses
UndergraduateMUR-COM-DEG