Handbook : Unit informationEdith Cowan University

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

  2018

• Enrolment Period

  1

• Version

  1

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

• Unit Coordinator

  Dr Helen Diane CRIPPS

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Description

This unit will examine the role of social media marketing channels, strategies and technologies as part of a contemporary marketing strategy. Students will be involved in the creation and monitoring of social media platforms and social networking sites including micro blogging, video/images marketing and content creation. Student will gain proficiency in the use of social media monitoring tools and techniques.

Learning Outcomes

On completion of this unit students should be able to:

1. Critically evaluate the role and efficacy of social media marketing in current marketing practice.
2. Evaluate how social media can be integrated with a firms web and traditional marketing practices.
3. Design a social media marketing site using contemporary technology that aligns with an overall marketing strategy and engages with the target audience.
4. Communicate effectively and appropriately using a variety of social media platforms in both local and global contexts.
5. Use technology tools to manage and monitor social media marketing efforts in a responsible, ethical and sustainable manner.

Unit Content

1. The contemporary role of social media in marketing.
2. Social media marketing, planning and execution.
3. Matching social media platforms and social networking sites to intended audiences.
4. Rules for using social media for customer engagement.
5. Development of content marketing for customer engagement.
6. Specific platforms such as micro blogs, photos sharing sites, online collaboration sites and video sites.
7. Mobile marketing strategies and technologies on social networks.
8. Performance indicators for a social media marketing strategy.
9. Understanding and using tools for managing and monitoring social media in a responsible manner.

Learning Experience

ON-CAMPUS

Students will attend on campus classes as well as engage in learning activities through ECU Blackboard.

For more information see the Semester Timetable

ONLINE

Students will engage in learning experiences through ECU Blackboard as well as additional ECU learning technologies.

Additional Learning Experience Information

This unit is conducted in both on-campus and online modes with a student-centred approach. On-campus students complete weekly online pre-workshop activities and attend lectures and tutorial sessions in a technology-enhanced classroom. Online students complete the same pre-workshop activities and use online collaborative platforms to complete learning tasks. Practical interactive learning activities online and on-campus develop communication, teamwork and technical skills to prepare students for work in the virtual environment.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

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