| Effective Term: | 2025/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Social Media Marketing |
| Unit ID: | BUMKT3205 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT2201) |
| Co-requisite(s): | Nil |
| Exclusion(s): | (BUMKT3708) |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
In an age where connectivity defines our interactions, businesses and marketers alike are navigating the ever-evolving landscape of social media. This dynamic unit is designed to equip students with the insights and skills needed to thrive in a digital ecosystem. Just as the web and online transactions revolutionised sectors of the global economy, social media has emerged as a transformative force in modern marketing. This unit looks beyond traditional approaches of marketing, inviting critical analysis of both traditional and contemporary views of marketing in light of these technological advancements. We explore how marketers can harness the power of social platforms to understand, engage, and deliver value to today's social consumers.
From understanding the intricacies of the social media environment to delving into ethical considerations, content creation, and marketing strategy, this unit offers a comprehensive exploration of the discipline. It dissects network structures, group influences, and community dynamics, shedding light on how brands can navigate and leverage these interconnected spaces. Through a blend of theory and practical application, it delves into the nuances of social publishing, entertainment, commerce, and analytics, equipping students with the required skills and knowledge to succeed in the social media marketing landscape. |
| 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 the social media marketing landscape |
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| K3. | State the major barriers of social media marketing in business |
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| K4. | 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 the social media marketing landscape |
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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. | Research, plan and execute a social media project |
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| A3. | 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. Ethical Considerations in Social Media
5. Content Creation
6. Marketing Strategy and Planning
7. Social Community
8. Social Publishing
9. Social Entertainment
10. Social Commerce
11. Analytics and Metrics |
| Graduate Attributes: |
| Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FEDTASKS (Transferable Attributes Skills and Knowledge) provide a targeted focus on five key transferable Attributes, Skills, and Knowledge that are be embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and Co-operative Learning opportunities. One or more FEDTASK, transferable Attributes, Skills or Knowledge must be evident in the specified learning outcomes and assessment for each FedUni Unit, and all must be directly assessed in each Course.
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| FED TASK and descriptor | Development and acquisition of FEDTASKS in the Unit | | Level | FEDTASK 1
Interpersonal | Students will demonstrate the ability to effectively communicate, inter-act and work with others both individually and in groups. Students will be required to display skills in-person and/or online in: • Using effective verbal and non-verbal communication • Listening for meaning and influencing via active listening • Showing empathy for others • Negotiating and demonstrating conflict resolution skills • Working respectfully in cross-cultural and diverse teams. | Level 1 - Students require directions and boundaries from mentor | FEDTASK 2
Leadership | Students will demonstrate the ability to apply professional skills and behaviours in leading others. Students will be required to display skills in: • Creating a collegial environment • Showing self -awareness and the ability to self-reflect • Inspiring and convincing others • Making informed decisions • Displaying initiative | Level 1 - Students require directions and boundaries from mentor | FEDTASK 3
Critical Thinking and Creativity | Students will demonstrate an ability to work in complexity and ambiguity using the imagination to create new ideas. Students will be required to display skills in: • Reflecting critically • Evaluating ideas, concepts and information • Considering alternative perspectives to refine ideas • Challenging conventional thinking to clarify concepts • Forming creative solutions in problem solving. | Level 2 - Student demonstrates some independence within provided guidelines | FEDTASK 4
Digital Literacy | Students will demonstrate the ability to work fluently across a range of tools, platforms and applications to achieve a range of tasks. Students will be required to display skills in: • Finding, evaluating, managing, curating, organising and sharing digital information • Collating, managing, accessing and using digital data securely • Receiving and responding to messages in a range of digital media • Contributing actively to digital teams and working groups • Participating in and benefiting from digital learning opportunities. | Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context | FEDTASK 5
Sustainable and Ethical Mindset | Students will demonstrate the ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions. Students will be required to display skills in: • Making informed judgments that consider the impact of devising solutions in global economic environmental and societal contexts • Committing to social responsibility as a professional and a citizen • Evaluating ethical, socially responsible and/or sustainable challenges and generating and articulating responses • Embracing lifelong, life-wide and life-deep learning to be open to diverse others • Implementing required actions to foster sustainability in their professional and personal life. | N/A - Not Applicable |
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| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K4, S1, S2, S3, A1, A2, A3 | Conduct a Social Media Marketing Situation Analysis | Marketing Report | 20-40% | | 2. | K1, K4, S1, S2, S3, A1, A2, A3 | Create a Social Media Marketing Plan | Marketing Report and/or Presentation | 30-50% | | 3. | K1, K2, K3, K4, S1, S2, S3, A1, A3 | Demonstrate knowledge of Social Media Marketing through application to different marketing situations | Test / Final Assessment | 20-50% |
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