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.

Please note that given the circumstances of COVID-19, there may be some modifications to the assessment schedule promoted in Handbook for Semester 1 2020 Units. Students will be notified of all approved modifications by Unit Coordinators via email and Unit Blackboard sites. Where changes have been made, these are designed to ensure that you still meet the unit learning outcomes in the context of our adjusted teaching and learning arrangements.

• Unit Title

  Social Media Marketing

• Unit Code

  MKT2805

• Year

  2020

• Enrolment Period

  1

• Version

  4

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

• Unit Coordinator

  Dr Wioletta WILK

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.

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 an organisation's online and off line marketing efforts.
3. Develop a social media marketing campaign plan that aligns with an organisation’s 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 platforms and social networking sites.
4. Identifying target audiences.
5. Content creation and sharing.
6. Content marketing.
7. Goals and strategies.
8. Rules of engagement for SMM.
9. SMM plan.
10. Mobile marketing on social networks.
11. Social media monitoring.
12. Tools for managing the SMM effort.

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. 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.