| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Social Media Marketing |
| Unit ID: | BUMKT2604 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT1501 or SPMAN1002) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This course will introduce the concepts of Social Media Marketing and its history and development, allowing students to study the issues surrounding the introduction of social media and the impact it has had on the way in which business is done. Content includes: origins of social media, key platforms, building relationships, ethical considerations, and analytics. Students will develop their own professional practice through a range of social media activities. At the end of the course students will be able to analyse, deliver and evaluate innovative social media marketing projects. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: No |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | |  | | | | | Advanced | | | | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Describe the theory and practice related to social media marketing |
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| K2. | Recall the history and development of social media marketing landscape |
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| K3. | State the major barriers to the uptake of social media marketing in business |
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| K4. | Describe the types of social media available to business |
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| K5. | Recognise the ethical and social implications surrounding social media marketing |
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| Skills: |
| S1. | Describe the role of social media in marketing |
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| S2. | Apply critical, analytical and technical skills to understand current social media landscape |
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| S3. | Draw on scholarly research, as well as current business practice, to examine, analyse and evaluate marketing issues in a convergent media environment. |
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| S4. | Use of social media tools to engage target groups |
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| Application of knowledge and skills: |
| A1. | Communicate the concepts and processes of social media marketing clearly and effectively within business organisations |
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| A2. | Use a range of web based applications |
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| A3. | Research, plan and execute a social media project |
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| A4. | Use specialist skills and competencies by discovery and exploration of social media platforms |
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| A5. | Evaluate the effectiveness of social media use |
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| Unit Content: |
Topics may include: 1.The Social Media Environment 2.Social Consumers 3.Network Structure and Group Influences in Social Media 4.Social Media Marketing and Strategy 5.Tactical Planning and Execution 6.Social Community 7.Social Publishing 8.Social Entertainment 9.Social Commerce 10.Social Media Analytics 11.Social Media Metrics |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K4, K5, S1, S2, S3, S4, A1, A2, A4, A5 | Social Media Marketing Situation Analysis | Individual or Group Task – Report | 20-40% | | 2. | K1, K4, K5, S1, S2, S3, S4, A1, A2, A3, A4, A5 | Social Media Marketing Report | Individual or Group Task – Report | 20-40% | | 3. | K1, K2, K3, K4, K5, S1, S2, S3, S4, A1, A5 | Test / Final Assessment | Test / Final Assessment | 30-50% |
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