mkt3srm social media marketing
SOCIAL MEDIA AND RELATIONSHIP MARKETING
MKT3SRM
2019
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
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)
Subject options
Select to view your study options…
Melbourne, 2019, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorStephen Singaraju
Class requirements
WorkShopWeek: 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 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 | 1000 words per student in a group of four | 25 | 01, 02, 03, 04 |
| Group contributions in class exercises using Twitter | Equivalent to 1000 words - contributions are made from week 1 to week 12 | 10 | 01, 02, 04 |
| Final Examination | 2 Hours Examination | 50 | 01, 02, 04 |
Singapore (SIM), 2019, Week 28-40, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorStephen Singaraju
Class requirements
WorkShopWeek: 28 - 39
One 2.0 hours workshop per week on weekdays during the day from week 28 to week 39 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 | 1000 words per student in a group of four | 25 | 01, 02, 03, 04 |
| Group contributions in class exercises using Twitter | Equivalent to 1000 words - contributions are made from week 1 to week 12 | 10 | 01, 02, 04 |
| Final Examination | 2 Hours Examination | 50 | 01, 02, 04 |