SOCIAL MEDIA AND RELATIONSHIP MARKETING

MKT3SRM

2018

Credit points: 15

Subject outline

Social media and relationship marketing is one of the most important areas in marketing today. This subject covers the evolution of communication in a new landscape where traditional and digital media coexist. With an increasing amount of marketing budgets going towards social and unpaid promotion, marketers now face significant challenges in achieving strategic outcomes. You will explore the interaction between traditional and social media, the use of social media platforms (including YouTube, Facebook, Twitter, LinkedIn, Google Plus+, etc.),consumer behaviour in social media, the role of social media in integrated marketing communication campaigns, the metrics and analytics associated with such digital campaigns and the application of Big Data in digital marketing.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorStephen Singaraju

Available to Study Abroad StudentsYes

Subject year levelYear Level 3 - UG

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisites MKT1MDP

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsSocial Media MarketingPrescribedTracy L. Tuten, and Michael R. Solomon; 2013Pearson
ReadingsSocial Media Marketing: A Strategic ApproachRecommendedDonald I. Barker, Melissa Barker, Nicholas F. Bormann, Krista E. NeherCengage Learning Australia

Graduate capabilities & intended learning outcomes

01. Describe and analyse the social media marketing landscape

Activities:
Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:
Inquiry and Analytical Skills
Inquiry and Analytical Skills

02. Evaluate social media's impact on traditional marketing strategies

Activities:
Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills

03. Initiate and monitor a social media platform (e.g. a blog, a Twitter account, a Facebook page, a LinkedIn account, etc.) and track its social media influence

Activities:
Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:
Inquiry and Analytical Skills

04. Identify and evaluate the social media strategy of a firm in a competitive marketplace

Activities:
Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:
Inquiry and Analytical Skills

Subject options

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Start date between: and    Key dates

Melbourne, 2018, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorStephen Singaraju

Class requirements

WorkShop Week: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
Group Project (Part A) - Social Media Audit (Digital Storytelling)4 minute video + PowerPoint presentation (20 Minutes presentation per group of four)15 01, 02, 03, 04
Group Project (Part B ) - Social Media Marketing Plan1000 words per student in a group of four25 01, 02, 03, 04
Group contributions in class exercises using TwitterEquivalent to 1000 words - contributions are made from week 1 to week 12 10 01, 02, 04
Final Examination2 Hours Examination50 01, 02, 04

Singapore, 2018, Week 27-44, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorStephen Singaraju

Class requirements

WorkShop Week: 27 - 39
One 2.0 hours workshop per week on weekdays during the day from week 27 to week 39 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
Group Project (Part A) - Social Media Audit (Digital Storytelling)4 minute video + PowerPoint presentation (20 Minutes presentation per group of four)15 01, 02, 03, 04
Group Project (Part B ) - Social Media Marketing Plan1000 words per student in a group of four25 01, 02, 03, 04
Group contributions in class exercises using TwitterEquivalent to 1000 words - contributions are made from week 1 to week 12 10 01, 02, 04
Final Examination2 Hours Examination50 01, 02, 04