| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Social Media Marketing |
| Unit ID: | BUMKT3708 |
| 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 |
Content and social media marketing are at the heart of how many entrepreneurs and businesses connect with their customers. Students will gain the knowledge to appreciate different theoretical bases for marketing decisions in a digital business environment. This course will enable students to develop transferable skills that will prove invaluable in industries that rely on digital communication and are undergoing frequent technological innovation. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:No |
| Supplementary assessment is not available to students who gain a fail in this Unit. |
| 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 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: |
•The Social Media Environment
•Social Consumers
•Network Structure and Group Influences in Social Media
•Social Media Marketing and Strategy
•Tactical Planning and Execution
•Social Community
•Social Publishing
•Social Entertainment
•Social Commerce
•Social Media Analytics
•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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