SOCIAL MEDIA AND RELATIONSHIP MARKETING

MKT3SRM

2017

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.

School: La Trobe Business School

Credit points: 15

Subject Co-ordinator: Stephen Singaraju

Available to Study Abroad Students: Yes

Subject year level: Year Level 3 - UG

Exchange Students: Yes

Subject particulars

Subject rules

Prerequisites: N/A

Co-requisites: MKT1MDP

Incompatible subjects: N/A

Equivalent subjects: N/A

Special conditions: N/A

Learning resources

Readings

Resource Type	Title	Resource Requirement	Author and Year	Publisher
Readings	Social Media Marketing	Prescribed	Tracy L. Tuten, and Michael R. Solomon; 2013	Pearson
Readings	Social Media Marketing: A Strategic Approach	Recommended	Donald I. Barker, Melissa Barker, Nicholas F. Bormann, Krista E. Neher	Cengage 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(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)

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(Writing,Quantitative Literacy); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)

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(Critical Thinking,Creative Problem-solving,Inquiry/Research)

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(Critical Thinking,Creative Problem-solving,Inquiry/Research)

Melbourne, 2017, Semester 1, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information:

Subject Instance Co-ordinator: Stephen Singaraju

Class requirements

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

TutorialWeek: 11 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 11 to week 22 and delivered via face-to-face.

Assessments

Assessment element	Comments	%	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 Plan	500 - 750 words per student in a group of four	25	01, 02, 03, 04
Group contributions in class exercises using Twitter	Equivalent to 500 - contributions are made from week 1 to week 12	10	01, 02, 04
Final Examination	2 Hours Examination	50	01, 02, 04