Students

MKTO8033 – Social Media Marketing

2023 – Term 4, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff
Lisa Rohanek
lisa.rohanek@mq.edu.au
Credit points Credit points
10
Prerequisites Prerequisites
Admission to GradCertDigMktg
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description
Social media networks provide a dynamic, interactive, and cost-effective platform that helps marketing managers to tackle contemporary marketing challenges. The applications of social media enable marketers to co-create marketing content, co-develop and share stories that stimulates and encourages consumer engagement with the firm. The widespread use of social media has driven businesses, regardless of their size and scope, to adopt social media marketing in their marketing activities.
This unit will develop students’ knowledge about social media marketing as a contemporary approach to market a business through ongoing interactions with the consumers. The unit will focus on developing students’ skills to critically evaluate organisations’ social media marketing, and the effectiveness of the social media activities and campaigns. The unit will develop students’ ability to create a social media campaign to market new products/services, or to reinforce existing products/services.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Discuss and apply social media marketing theories and activities to interact with the consumers
  • ULO2: Critically evaluate the effectiveness of organisations’ social media marketing, activities, and campaigns
  • ULO3: Create a social media campaign to market new or existing products/services and justify the effectiveness of the campaign.

Assessment Tasks

Name Weighting Hurdle Due
Class Activities 30% No Week 3 Modules 1-3 Week 6 Modules 4-6 Week 10 Modules 7-10
Social Media Analysis Report 40% No Week 7
Social Media Campaign Development 30% No Week 10

Class Activities

Assessment Type 1: Participatory task
Indicative Time on Task 2: 24 hours
Due: Week 3 Modules 1-3 Week 6 Modules 4-6 Week 10 Modules 7-10
Weighting: 30%

 

Practice based activities include weekly online discussions/ submissions/ tasks that need to be submitted on iLearn.

 
On successful completion you will be able to:
  • Discuss and apply social media marketing theories and activities to interact with the consumers
  • Critically evaluate the effectiveness of organisations’ social media marketing, activities, and campaigns
  • Create a social media campaign to market new or existing products/services and justify the effectiveness of the campaign.

Social Media Analysis Report

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: Week 7
Weighting: 40%

 

Social Media Analysis Report requires you to critically evaluate an existing real-life social media marketing campaign. At the conclusion of this assignment, student should demonstrate their ability to critically analyse the effectiveness of organisations’ social media marketing, activities, and campaigns, as well as to provide recommendations for future improvement. You have to provide a 2000 words ±10% written report.

 
On successful completion you will be able to:
  • Discuss and apply social media marketing theories and activities to interact with the consumers
  • Critically evaluate the effectiveness of organisations’ social media marketing, activities, and campaigns

Social Media Campaign Development

Assessment Type 1: Plan
Indicative Time on Task 2: 36 hours
Due: Week 10
Weighting: 30%

 

Creating a social media campaign allows you to creatively use your knowledge and skills to engage in real marketing activities. You will work in a group, to create a social media campaign for an imaginary brand on a social media platform (e.g. Instagram, Facebook), and present it to the class (max number of slides 20, video presentation: 15 minutes).

 
On successful completion you will be able to:
  • Discuss and apply social media marketing theories and activities to interact with the consumers
  • Create a social media campaign to market new or existing products/services and justify the effectiveness of the campaign.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Writing Centre for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

Please refer to iLearn for details

Unit Schedule

DATE

MODULE

LEARNING ACTIVITIES

ASSESSMENT

Week 0  

11 Sept 2023  

Module 0: Getting started

Join the Hootsuite Student Program

Assessment preparation

Week 1 18 Sept 2023

Module 1: The role and importance of SMM

Activity: Hootsuite certified (Assessment 1 activity) Discussion 1: Introduce yourself and form groups Discussion 2: Types of media

 

Week 2 25 Sept 2023  

Module 2: SMM goals and strategies

Knowledge check: Quiz Discussion 1: Social media engagement and monitoring (Group activity) Discussion 2: Share your SMART SMM objectives and metrics (Assessment 1 activity)

  

Week 3 2 Oct 2023  

Module 3: Identifying target audiences

Knowledge check: Quiz Discussion 1: Market segmentation (Group activity) Discussion 2: Employability (Assessment 1 activity)

Assessment 1: Activities (30%) Modules 1–3 due 11.55pm AEST Friday 6 October

Week 4 9 Oct 2023  

Module 4: Rules of engagement for SMM

Knowledge check: Quiz Discussion 1: L'Oreal case study (Assessment 1 activity) Discussion 2: Social listening and competitors (Group activity)

 

Week 5 16 Oct 2023  

Module 5: Paid social media influencers

Discussion: Social media influencers (Assessment 1 activity)

  

Week 6 23 Oct 2023  

Module 6: Content creation

Knowledge check: Quiz Discussion 1: Creating content (Assessment 1 activity) Discussion 2: Periodic table of content marketing (Group activity)

Assessment 1: Activities (30%) Modules 4–6 due 11.55pm AEST Friday 27 Oct

Week 7 30 Oct 2023  

Module 7: Visual storytelling

Knowledge check: Quiz Discussion 1: Under Armour's willful digital moves (Assessment 1 activity) Discussion 2: Share-worthy content (Group activity)  

Assessment 2: Social media analysis report (40%) due 11.55pm AEST Friday 3 Nov  

Week 8 6 Nov 2023  

Module 8: Virtual communities

Discussion 1: Brand communities (Group activity) Discussion 2: Hootsuite social media marketing certification course  (Assessment 1 activity)

  

Week 9 13 Nov 2023  

Module 9: Mobile marketing on social networks

Knowledge check: Quiz Discussion 1: Nokia case study (Assessment 1 activity) Discussion 2: Location-based marketing (Group activity)

  

Week 10 20 Nov 2023  

Module 10: Social media monitoring and management tools

Knowledge check: Quiz Discussion: Hootsuite platform certificate course (Assessment 1 activity)

Assessment 1: Activities (30%) Modules 7–10 due 11.55pm AEST Friday 24 Nov Assessment 3: Social media campaign development (30%) due 11.55pm AEST Friday 24 Nov

 

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Unit information based on version 2023.02 of the Handbook