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

  2019

• Enrolment Period

  1

• Version

  3

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

• Unit Coordinator

  Dr Wioletta WILK

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Description

This unit will provide an overview of 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. Students will apply their acquired social media marketing knowledge in a semester-long project involving a local government organisation. This unit's assessments will require students to create engaging and effective social media marketing content (individual project) and to develop a social media marketing campaign (group project), which will see students propose a social media schedule and design social media marketing executions, including, but not limited to, promotional videos, blogs, posts, and other content. Students will also learn about the monitoring and reporting on the performance of social media platforms and social networking sites, and ultimately, students 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. Generate creative ideas for various social media platforms and show how they can be integrated with a firms online and traditional marketing efforts.
3. Develop a social media marketing campaign plan that aligns with a firms 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 practical manner.

Unit Content

1. Fundamentals of using social media for customer engagement in a business context.
2. The role and importance of Social Media Marketing (SMM).
3. Social media monitoring.
4. Tools for managing the SMM effort.
5. Social media platforms and social networking sites.
6. Identifying target audiences.
7. Content creation and sharing.
8. Content marketing.
9. Goals and strategies.
10. Rules of engagement for SMM.
11. SMM plan.
12. Mobile marketing on social networks.

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

Online students will use an online collaborative platform to complete learning tasks. The involvement of a local government organisation as a case study for the assessments, will allow students to practice and apply their social media marketing knowledge to a real world business situation. Practical interactive learning activities online and on-campus will see students develop communication, teamwork and technical skills and 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.

Core Reading(s)

• Barker, M. S., Barker, D. I., Bormann, N. F., Roberts, M. L., & Zahay, D. (2016). Social Media Marketing: A Strategic Approach (2nd ed.). Cengage Learning. Retrieved from https://ecu.on.worldcat.org/oclc/1048923272

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