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

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.

JoondalupMount LawleySouth 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 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.

ON CAMPUS
TypeDescriptionValue
AssignmentIndividual Project: Social Media Marketing Creative Executions Portfolio40%
ReportGroup Project: Social Media Marketing Campaign Plan60%
ONLINE
TypeDescriptionValue
AssignmentIndividual Project: Social Media Marketing Creative Executions Portfolio40%
ReportGroup Project: Social Media Marketing Campaign Plan60%

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

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.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

MKT2805|3|1

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

    2
  • Version

    3
  • Credit Points

    15
  • Full Year Unit

    N
  • Mode of Delivery

    On Campus
    Online
  • Unit Coordinator

    Dr Wioletta WILK

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.

JoondalupMount LawleySouth 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 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.

ON CAMPUS
TypeDescriptionValue
AssignmentIndividual Project: Social Media Marketing Creative Executions Portfolio40%
ProjectSocial Media Marketing Plan (Team)30%
Reflective PracticeReflection on Team Project20%
ReportGoogle Analytics Report10%
ONLINE
TypeDescriptionValue
AssignmentIndividual Project: Social Media Marketing Creative Executions Portfolio40%
ProjectSocial Media Marketing Plan (Team)30%
Reflective PracticeReflection on Team Project20%
ReportGoogle Analytics Report10%

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

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.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

MKT2805|3|2