| Effective Term: | 2026/20 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Social Media Marketing |
| Unit ID: | BUMKT3205 |
| Credit Points: | 15.00 |
| Prerequisite(s): | () (BUMKT1200) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| 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: | |
| 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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| Other outcomes: |
| 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 at this level will demonstrate an advanced ability in a range of contexts to effectively communicate, interact and work with others both individually and in groups. Students will be required to display high level skills in-person and/or online in: • Using and demonstrating a high level of verbal and non-verbal communication • Demonstrating a mastery of listening for meaning and influencing via active listening • Demonstrating and showing empathy for others • High order skills in negotiating and conflict resolution skills\\ • Demonstrating mastery of working respectfully in cross-cultural and diverse teams. | Level 1 - Students require directions and boundaries from mentor | FEDTASK 2
Leadership | Students at this level will demonstrate a mastery in professional skills and behaviours in leading others. • Creating and sustaining a collegial environment • Demonstrating a high level of self -awareness and the ability to self-reflect and justify decisions • Inspiring and initiating opportunities to lead others • Making informed professional decisions • Demonstrating initiative in new professional situations. | Level 1 - Students require directions and boundaries from mentor | FEDTASK 3
Critical Thinking and Creativity | Students at this level will demonstrate high level skills in working in complexity and ambiguity using the imagination to create new ideas. Students will be required to display skills in: • Reflecting critically to generate and consider complex ideas and concepts at an abstract level • Analysing complex and abstract ideas, concepts and information • Communicate alternative perspectives to justify complex ideas • Demonstrate a mastery of challenging conventional thinking to clarify complex concepts • Forming creative solutions in problem solving to new situations for further learning. | Level 2 - Student demonstrates some independence within provided guidelines | FEDTASK 4
Digital Literacy | Students at this level will demonstrate the ability to work competently across a wide range of tools, platforms and applications to achieve a range of tasks. Students will be required to display skills in: • Mastering, exploring, evaluating, managing, curating, organising and sharing digital information professionally • Collating, managing complex data, accessing and using digital data securely • Receiving and responding professionally to messages in a range of professional digital media • Contributing competently and professionally to digital teams and working groups • Participating at a high level in 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 at this level will demonstrate a mastery of considering and assessing the consequences and impact of ideas and actions in enacting professional ethical and sustainable decisions. Students will be required to display skills in: • Demonstrate informed judgment making that considers the impact of devising complex solutions in ambiguous global economic environmental and societal contexts • Professionally committing to the promulgation of social responsibility • Demonstrate the ability to evaluate ethical, socially responsible and/or sustainable challenges and generating and articulating responses • Communicating lifelong, life-wide and life-deep learning to be open to the diverse professional others • Generating, leading and implementing required actions to foster sustainability in their professional and personal life | |
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| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | Professional Standards |
| 1. |
K1, K4, S1, S2, S3, A1, A2, A3 |
Conduct a Social Media Marketing Situation Analysis |
Marketing Report |
20-40% |
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| 2. |
K1, K4, S1, S2, S3, A1, A2, A3 |
Create a Social Media Marketing Plan |
Marketing Report and/or Presentation |
30-50% |
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| 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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