SOCIAL MEDIA AND RELATIONSHIP MARKETING

MKT3SRM

2020

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 (Pre 2022)

Credit points: 15

Subject Co-ordinator: Greg Jamieson

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 3 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: MKT1MDP or equivalent

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

Special conditions: N/A

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Learning resources

Social Media Marketing

Resource Type: Book

Resource Requirement: Recommended

Author: Tracy L. Tuten, and Michael R. Solomon

Year: 2013

Edition/Volume: N/A

Publisher: Pearson

ISBN: 132551799

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Social Media Marketing: A Strategic Approach

Resource Type: Book

Resource Requirement: Prescribed

Author: Donald I. Barker, Melissa Barker, Nicholas F. Bormann, Krista E. Neher

Year: 2016

Edition/Volume: N/A

Publisher: Cengage Learning Australia

ISBN: 1305502752

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing

INQUIRY AND ANALYSIS - Creativity and Innovation

INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving

INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Describe and analyse the social media marketing landscape

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

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

04. Appraise the social media strategy of a firm in a competitive marketplace

Melbourne (Bundoora), 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Greg Jamieson

Class requirements

WorkShopWeek: 10 - 22
One 2.00 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	Category	Contribution	Hurdle	%	ILO*
Group Project (Part A) - Social Media Audit (Digital Storytelling)4 minute video + PowerPoint presentation (8 Minutes presentation per group of four)	N/A	N/A	N/A	No	20	SILO1, SILO2, SILO3, SILO4
Individual Project (Part B) - Social Media Marketing Plan2000 words	N/A	N/A	N/A	No	30	SILO1, SILO2, SILO3, SILO4
Final Examination2 Hours Examination (2000 words)	N/A	N/A	N/A	No	50	SILO1, SILO2, SILO4

Singapore (SIM), 2020, Semester 2, Blended