mkt5sms social media marketing and strategy
SOCIAL MEDIA MARKETING AND STRATEGY
MKT5SMS
2020
Credit points: 15
Subject outline
Social media platforms are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace, in that consumers now have greater opportunities to voice their opinions and connect with their peers to co-create value with the firm and directly influence the firm's value proposition. In this subject, we examine how firms capitalise on social media and digital marketing; in particular, consumer-to-consumer interactions to support their digital marketing efforts. We view these issues from a strategic marketing and a practical perspective, rather than a technical or platform perspective. You will learn how to use social media to achieve the firm's marketing objectives and operationalise strategic marketing processes, including market segmentation, targeting and positioning; and leverage social media platform capabilities to implement the marketing mix and measure the success of your efforts.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorGreg Jamieson
Available to Study Abroad/Exchange StudentsYes
Subject year levelYear Level 5 - Masters
Available as ElectiveNo
Learning ActivitiesN/A
Capstone subjectYes
Subject particulars
Subject rules
PrerequisitesMKT5MMA
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Quota Management StrategyN/A
Quota-conditions or rulesN/A
Special conditionsN/A
Minimum credit point requirementN/A
Assumed knowledgeN/A
Learning resources
Digital Analytics for Marketing
Resource TypeBook
Resource RequirementRecommended
AuthorMarshall Sponder and Gohar
Year1906
Edition/VolumeN/A
PublisherRoutledge
ISBN9781138190689, 1138190683
Chapter/article titleN/A
Chapter/issueN/A
URLN/A
Other descriptionN/A
Source locationN/A
Social Media Marketing
Resource TypeBook
Resource RequirementRecommended
AuthorTracy L. Tuten, Michael R.
YearN/A
Edition/VolumeN/A
PublisherSage
ISBN978-93-515-0924-0
Chapter/article titleN/A
Chapter/issueN/A
URLN/A
Other descriptionN/A
Source locationN/A
Digital and Social Media
Resource TypeBook
Resource RequirementPrescribed
AuthorAleksej Heinze, Gordon
YearN/A
Edition/VolumeN/A
PublisherRoutledge
ISBN978-1-138-91790-3, 978-1-138-91791-0
Chapter/article titleN/A
Chapter/issueN/A
URLN/A
Other descriptionN/A
Source locationN/A
Career Ready
Career-focusedNo
Work-based learningNo
Self sourced or Uni sourcedN/A
Entire subject or partial subjectN/A
Total hours/days requiredN/A
Location of WBL activity (region)N/A
WBL addtional requirementsN/A
Graduate capabilities & intended learning outcomes
Graduate Capabilities
Intended Learning Outcomes
Subject options
Select to view your study options…
Melbourne (Bundoora), 2020, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorGreg Jamieson
Class requirements
Lecture/SeminarWeek: 10 - 22
One 3.00 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
Assessment element | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
Group Assignment - Social Media Marketing Audit (Part A) (1500 words) Group of 3 students Group presentation will be assessed 500 words per student | N/A | N/A | No | 20 | SILO1 |
Individual Assignment -Social Media Marketing Plan (Part B) (2000 words) Individual Social Media Plan | N/A | N/A | No | 30 | SILO2, SILO3, SILO4 |
In Class Test (2 hours) (2000 words equivalent) The exam paper consist of two parts. Part A consist of short answer questions and Part B consist of compulsory case study question. | N/A | N/A | No | 50 | SILO1, SILO2, SILO3 |
City Campus, 2020, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorGreg Jamieson
Class requirements
Lecture/SeminarWeek: 10 - 22
One 3.00 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
Assessment element | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
Group Assignment - Social Media Marketing Audit (Part A) (1500 words) Group of 3 students Group presentation will be assessed 500 words per student | N/A | N/A | No | 20 | SILO1 |
Individual Assignment -Social Media Marketing Plan (Part B) (2000 words) Individual Social Media Plan | N/A | N/A | No | 30 | SILO2, SILO3, SILO4 |
In Class Test (2 hours) (2000 words equivalent) The exam paper consist of two parts. Part A consist of short answer questions and Part B consist of compulsory case study question. | N/A | N/A | No | 50 | SILO1, SILO2, SILO3 |
Melbourne (Bundoora), 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorGreg Jamieson
Class requirements
Lecture/SeminarWeek: 31 - 43
One 3.00 hours lecture/seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
Assessment element | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
Group Assignment - Social Media Marketing Audit (Part A) (1500 words) Group of 3 students Group presentation will be assessed 500 words per student | N/A | N/A | No | 20 | SILO1 |
Individual Assignment -Social Media Marketing Plan (Part B) (2000 words) Individual Social Media Plan | N/A | N/A | No | 30 | SILO2, SILO3, SILO4 |
In Class Test (2 hours) (2000 words equivalent) The exam paper consist of two parts. Part A consist of short answer questions and Part B consist of compulsory case study question. | N/A | N/A | No | 50 | SILO1, SILO2, SILO3 |
City Campus, 2020, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorGreg Jamieson
Class requirements
Lecture/SeminarWeek: 31 - 43
One 3.00 hours lecture/seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
Assessment element | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
Group Assignment - Social Media Marketing Audit (Part A) (1500 words) Group of 3 students Group presentation will be assessed 500 words per student | N/A | N/A | No | 20 | SILO1 |
Individual Assignment -Social Media Marketing Plan (Part B) (2000 words) Individual Social Media Plan | N/A | N/A | No | 30 | SILO2, SILO3, SILO4 |
In Class Test (2 hours) (2000 words equivalent) The exam paper consist of two parts. Part A consist of short answer questions and Part B consist of compulsory case study question. | N/A | N/A | No | 50 | SILO1, SILO2, SILO3 |