This policy provides an overarching framework to ensure that all digital media, including for
the purposes of online learning and teaching, marketing, recruitment, and publicity, is
produced, delivered and managed in a way which is consistent with the ECCNSW
policies, Strategic Intent and the Brand.
There is an increasing use of digital media by ECCNSW. This includes its use as a means to
disseminate content and to facilitate communication in the delivery of programs and open
access learning; by staff to engage in public discourse in their fields of expertise;
and by ECCNSW to promote the organisation, its activities and the activities of its staff.
Examples include videos uploaded on the website and , online teaching
via learning management systems, mobile applications, and the use of Facebook, Twitter,
YouTube and other social media to communicate with prospective and current members
and the general public.
ECCNSW encourages the use of digital media and at the same time must ensure that its
content and use enhances the reputation of the organisations and is managed within a clear
and accountable framework which is consistent with ECCNSW policy and procedures. This
policy, with associated procedures and guidelines, sets out how the organisation manages
the production, use and management of digital media.
The intention of this policy is not to inhibit appropriate innovation or creativity, and where a
proposed innovation appears to be in conflict with this policy, an exception may be
authorised by following the process identified in the relevant procedure.
This policy applies across the ECCNSW Content:
a) developed for the dissemination, advancement, development and application of
knowledge in the delivery of:
b. executive education programs;
c. branded open access learning.
d) developed for public discourse where members identify as a member of the ECCNSW. This
policy is not intended to govern the activities of staff in their private capacity;
c) used for the promotion of the ECCNSW , its activities and its staff.
d) which is developed either:
a. by staff. It does not apply to content developed by students unless they have
been appointed as contractors to work on behalf of the organisation; or
b. on behalf of the ECCNSW whether internally or by external parties.
This policy is not intended to apply to other forms of electronic information such as files or
emails which are dealt with in accordance with relevant policy and procedures such as the
Electronic Recordkeeping Policy.
In this policy:
Associated with the ECCNSw includes any implicit association, and where any
association can reasonably be assumed.
Content means materials created for activities covered in the scope of
this policy. In this policy content does not refer to conversational
communications that accompany content on ECCNSW learning
management systems. Such communications are dealt with
under the staff Code of Conduct.
Digital Media includes, but is not exclusive to, content made available via
video or other recording techniques, websites and information
displayed on websites (which may be sourced from a database),
social media and mobile applications.
Staff means all employees of ECCNSW , including continuing, fixed-term
and casual employees and persons who are engaged to perform
work as contractors of ECCNSW, or any person who is voluntarily
associated with the ECCNSW.
University Resources means all resources including physical and information
technology infrastructure and staff time.
UNSW Brand means the requirements set out in ECCNSW Branding
Requirements 2013 or superseding documents.
ECCNSW Strategic Intent means the Strategic Intent set out in B2B Blueprint to Beyond
ECCNSW Strategic Intent or superseding documents.
4. Policy Statement
4.1 Content which is associated in any way with the organisations must be developed in a
manner that is consistent with the ECCNSW policies, Brand and UNSW
4.2 Content must adhere to policies, procedures and guidelines which define
quality standards including those relating to pedagogy, branding, accessibility,
production value and presentation.
4.3 Developers of Content are responsible for:
a) identifying which policies, procedures, standards or guidelines Content
is governed by;
b) ensuring that Content is managed lawfully including obtaining appropriate
consents and licenses for use of third party material and making appropriate
acknowledgment of the contributions of others;
c) ensuring approved processes are followed through the full lifecycle from
creation, dissemination, maintenance, preservation and archiving, and removal.
4.4 The creation and dissemination of Content must not:
a) harm or diminish the University’s reputation as a leading educational and
research institution; or
b) conflict with the interests of UNSW.
4.5 Where University resources are used in the development of Content, they must be
used accountably and responsibly.
5. Legal & Policy Framework
5.1 Intellectual property rights relating to the creation and production of Content will be
dealt with in accordance with the Intellectual Property (IP) Policy and its related
procedures and guidelines.
5.2 Dissemination of research Content will be managed as described in the
Code of Conduct.
5.3 Income derived by Staff from Content must be dealt with in accordance with relevant
policies and procedures such as the Code of Conduct, Paid Outside Work by
Academic Staff Policy, Intellectual Property (IP) Policy and the Conflict of Interest
5.4 Content made available by websites will be managed in accordance with the
Website Policy and Websites: Accessibility Guidelines.
.5 Use of the ECCNSW name, logo or brands must conform to the Online
Branding Guideline, Branding Requirements and Websites: Acceptable
5.6 Storage of and access to Content will be managed in accordance with IT
This policy will be implemented by the development of associated procedures and
6.1 Roles & Responsibilities
Digital media is developed by staff in most Divisions . Each Executive Team
member is responsible for ensuring that digital media in their portfolio or area of
accountability is developed in accordance with this policy. In particular:
6.1.1 The CEO s responsible for
ensuring that the learning and teaching environment provides an outstanding student
experience and as such will lead the development and implementation of procedures
regarding digital media for recruitment purposes.
6.1.2 The responsibilities of the CEO, Advancement include advancing the
ECCNSW external relations and will ensure that procedure and guidance on digital
media relating to marketing and communications continues to be developed and
6.1.3 The responsibilities of theCEO
include advancing the ECCNSW profile in research and will ensure that procedure
and guidance on digital media relating to Research continues to be developed and
For review three years following the commencement of the policy.