Credit Points: 15

Prerequisite: BK216 Digital Marketing; BK306 Strategic Marketing

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

Aims & Objectives

This is a third year Core Unit in the Bachelor of Business, major in Marketing. The rapid evolution of social media marketing channels has changed the way organisations do business and how customers discover, communicate, learn and purchase products. The aim of this unit is to provide students with knowledge of various social media marketing strategies and tools use by organisations to engage with customers in innovative ways to build customer loyalty. In addition, this unit provides analytical and practical skills in developing a social media marketing plan that can be implemented in an organisation. This unit will also focus on mobile technology and its impact on social media marketing and consumer behaviour to enhance the contemporary digital environment and its relationship with businesses.

The need for professionals who are attuned to the new and emerging processes for engaging the marketing function in digital spaces is creating a demand for savvy social media marketing professionals out in the industry. Hence this unit examines the purpose of social media marketing in a holistic way that fits in with other marketing strategies in order to support specific business goals.  Emphasis is placed upon the creative, analytical and critical thinking needed to develop social media marketing strategies that support business strategies and measure its effectiveness.

Unit topics include:

  • Understanding the fundamentals of social media marketing
  • Social media campaign strategies
  • Social media customers
  • Social media platforms and social networking sites
  • Impact of mobile technology on social networks
  • Various social media metrics used to measure the effectiveness of social media marketing strategies
  • Social media marketing plan

Learning Outcomes

At the completion of this unit students should be able to:

  1. Examine the structure and function of major social media networking platforms and their contribution to business organisations
  2. Review the impact of social media marketing on the behaviour of consumers and measure its effectiveness
  3. Reflect on the relationship between mobile technology and social media marketing
  4. Formulate effective social media marketing plan and social media marketing strategies
  5. Analyse how organisations can utilise social media to build an in-depth engagement with customers and stakeholders

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face

Assessment

Assessment Task
Learning Outcomes Assessed
Weighting
Contribution in class a-e* 10%
Social media marketing case study analysis (Individual) a-e* 10%
Social media marketing plan (Group) a-e* 20%
Social media marketing plan presentation (Group) a-e* 10%
Final Examination (3 hours) a-e* 50%
Total   100%

*refer to learning outcomes above.

Textbook

Barker, M.S., Barker, D.I., Bormann, N.F., Roberts, M.L. & Zahay, D. (2017). Social media marketing: A strategic approach (2nd ed.). Victoria, Australia: Cengage Learning.

Reference Reading

  • Coles, L. Marketing with Social Media: 10 easy steps to success for business, Melbourne: Wiley.
  • Coine, T., Babbitt, M., (2014), A world gone social: How companies must adapt to survive, New York, American Management Association
  • Dodaro, M., (2014), The LinkedIn Code: Unlock the largest online business social network to get leads, prospects & clients for B2B, professional services and sales & marketing pros, Top Dog Social Media
  • Gardner, S. (2014). The road to social media success (7th ed.). Seattle, Washington: Pearson
  • Halligan, B., Shah, D., (2014), Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online; New Jersey, Wiley & Sons
  • Kawaski, G., Fitzpatrick, P., (2104) The art of social media: Power tips for power users, New York, Penguin
 

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving  Cultural and Global Awareness Team work Specialist knowledge of a field of study
             

Legend

Colour coding    

Extent covered

                                The standard  is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations
  The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations
  The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations 
  The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by  activities such as lectures or tutorials
  The standard  is not considered, there is no theory or practice or activities associated with this standard