MKO5601 · Social media marketing

Overview

This unit will extend understanding of digital marketing, in particular the role of new media. The social media landscape will be investigated, in terms of the tools and technologies, as well as consumers and communities. Approaches to understanding customers and stakeholders through the use of social media will be explored, and various strategies to engage with these stakeholders will be developed. Particular emphasis will be placed on understanding trends and changes in consumer behaviour as a result of social media, including examining why and how certain ideas spread and how businesses can meet the needs and wants of consumers through the social media landscape.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. analyse and critically review the social media landscape
2. advise and authenticate how organisations can utilise social media to build an in-depth understanding of customers and stakeholders
3. evaluate and justify social media strategies to engage customers and stakeholders
4. debate and critically reflect how ideas spread through social media and devise strategies to meet consumers' needs and wants.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.