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  2. Social Media Marketing [MKT2805]

School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Social Media Marketing

  • Unit Code

    MKT2805

  • Year

    2026

  • Enrolment Period

    1

  • Version

    9

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

  • Unit Coordinator

    Mr Matthias KAESER

Description

This unit provides an introduction to social media marketing, specifically, the role it plays in contemporary marketing strategies of businesses in today's digital age. Social media channels, strategies and technologies will be examined. Students will understand and apply the fundamentals of social media marketing relevant to managing a business brand and their own personal brand. This unit's assessments will require students to create engaging and effective social media marketing content and to develop a social media marketing plan. Students will also learn about the monitoring and reporting on the performance of social media platforms and social networking sites.

Prerequisite Rule

Students must have passed either: SBL1300 OR MKT1600 OR SPM2510 OR SPM2610 before enrolling into this unit. Pre-requisite rules do not apply to U67 students.

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse the role and efficacy of social media marketing in current marketing practice.
  2. Create authentic social media content using contemporary applications and technologies.
  3. Effectively communicate the importance of data analytics in improving social media marketing strategies and tactics.
  4. Design a social media marketing plan that leverages insights and aligns with an organisation’s overall marketing strategy.
  5. Appraise the ethical and socially responsible use of technologies used to manage and monitor social media marketing efforts.

Unit Content

  1. The role and importance of Social Media Marketing (SMM) & the social media environment
  2. Social Consumers: Segmentation and Targeting
  3. Social Media Platforms and Networking Sites
  4. Network Structure and Group Influence
  5. SMM Tactics: Content Marketing
  6. SMM Strategy
  7. SMM Planning
  8. Social Community
  9. Social Publishing
  10. Social Entertainment
  11. Social Commerce
  12. Social Media Monitoring: Metrics and Analytics

Learning Experience

ON-CAMPUS

Students will attend on campus classes as well as engage in learning activities through ECU's LMS

City CampusJoondalupSouth West (Bunbury)
Semester 113 x 2 hour lectureNot OfferedNot Offered
Semester 113 x 1 hour tutorialNot OfferedNot Offered
Semester 213 x 2 hour lectureNot OfferedNot Offered
Semester 213 x 1 hour tutorialNot OfferedNot Offered

For more information see the Semester Timetable

ONLINE

Students will engage in learning experiences via ECU’s LMS as well as additional ECU learning technologies

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

ON CAMPUS
TypeDescriptionValue
ProjectSocial Media Marketing Project50%
ExaminationFinal Exam50%
ONLINE
TypeDescriptionValue
ProjectSocial Media Marketing Project50%
ExaminationFinal Exam50%

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Assessment

Students please note: The marks and grades received by students on assessments may be subject to further moderation. Informal vivas may be conducted as part of an assessment task, where staff require further information to confirm the learning outcomes have been met. All marks and grades are to be considered provisional until endorsed by the relevant School Progression Panel.

Academic Integrity

Integrity is a core value at Edith Cowan University, and it is expected that ECU students complete their assessment tasks honestly and with acknowledgement of other people's work as well as any generative artificial intelligence tools that may have been used. This means that assessment tasks must be completed individually (unless it is an authorised group assessment task) and any sources used must be referenced.

Breaches of academic integrity can include:

  • Plagiarism: Copying the words, ideas or creative works of other people or generative artificial intelligence tools, without referencing in accordance with stated University requirements. Students need to seek approval from the Unit Coordinator within the first week of study if they intend to use some of their previous work in an assessment task (self-plagiarism).
  • Unauthorised collaboration (collusion): Working with other students and submitting the same or substantially similar work or portions of work when an individual submission was required. This includes students knowingly providing others with copies of their own work to use in the same or similar assessment task(s).
  • Contract cheating: Organising a friend, a family member, another student or an external person or organisation (e.g. through an online website) to complete or substantially edit or refine part or all of an assessment task(s) on their behalf.
  • Cheating in an exam: Using or having access to unauthorised materials in an exam or test.

Serious outcomes may be imposed if a student is found to have committed one of these breaches, up to and including expulsion from the University for repeated or serious acts.

ECU's policies and more information about academic integrity can be found on the student academic integrity website.

All commencing ECU students are required to complete the Academic Integrity Module.

Assessment Extension

In some circumstances, Students may apply to their Unit Coordinator to extend the due date of their Assessment Task(s) in accordance with ECU's Assessment Procedure - for more information visit https://askus2.ecu.edu.au/s/article/000001386.

Special Consideration

Students may apply for Special Consideration in respect of a final unit grade, where their achievement was affected by Exceptional Circumstances as set out in the Assessment Procedure - for more information visit https://askus2.ecu.edu.au/s/article/000003318.

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