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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.

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 5 - Masters

Available as Elective: No

Learning Activities: N/A

Capstone subject: Yes

Subject particulars

Subject rules

Prerequisites: MKT5MMA

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

Digital Analytics for Marketing

Resource Type: Book

Resource Requirement: Recommended

Author: Marshall Sponder and Gohar

Year: 1906

Edition/Volume: N/A

Publisher: Routledge

ISBN: 9781138190689, 1138190683

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Social Media Marketing

Resource Type: Book

Resource Requirement: Recommended

Author: Tracy L. Tuten, Michael R.

Year: N/A

Edition/Volume: N/A

Publisher: Sage

ISBN: 978-93-515-0924-0

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Digital and Social Media

Resource Type: Book

Resource Requirement: Prescribed

Author: Aleksej Heinze, Gordon

Year: N/A

Edition/Volume: N/A

Publisher: Routledge

ISBN: 978-1-138-91790-3, 978-1-138-91791-0

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
DISCIPLINE KNOWLEDGE AND SKILLS
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 - Ethical and Social Responsibility
PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Describe the changing consumer landscape and the implications of digital marketing via social media for brands
02. Demonstrate the implication of social media on the strategic marketing decision-making processes; objective setting, strategy, tactics and control (Key Performance Indicators)
03. Assess the benefits of various social media platforms and how they would be used to solve marketing challenges.
04. Demonstrate an understanding of content planning through the development and implementation of a basic content marketing plan, and assess its impacts.

Melbourne (Bundoora), 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Subject Instance Co-ordinator: Greg 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 elementCommentsCategoryContributionHurdle%ILO*

Group Assignment - Social MediaMarketing Audit (Part A)(1500 words)Group of 3 studentsGroup presentation will be assessed500 words per student

N/AN/AN/ANo20SILO1

Individual Assignment -Social MediaMarketing Plan (Part B)(2000 words)Individual Social Media Plan

N/AN/AN/ANo30SILO2, 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/AN/AN/ANo50SILO1, SILO2, SILO3

City Campus, 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Subject Instance Co-ordinator: Greg 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 elementCommentsCategoryContributionHurdle%ILO*

Group Assignment - Social MediaMarketing Audit (Part A)(1500 words)Group of 3 studentsGroup presentation will be assessed500 words per student

N/AN/AN/ANo20SILO1

Individual Assignment -Social MediaMarketing Plan (Part B)(2000 words)Individual Social Media Plan

N/AN/AN/ANo30SILO2, 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/AN/AN/ANo50SILO1, SILO2, SILO3

Melbourne (Bundoora), 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Subject Instance Co-ordinator: Greg 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 elementCommentsCategoryContributionHurdle%ILO*

Group Assignment - Social MediaMarketing Audit (Part A)(1500 words)Group of 3 studentsGroup presentation will be assessed500 words per student

N/AN/AN/ANo20SILO1

Individual Assignment -Social MediaMarketing Plan (Part B)(2000 words)Individual Social Media Plan

N/AN/AN/ANo30SILO2, 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/AN/AN/ANo50SILO1, SILO2, SILO3

City Campus, 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Subject Instance Co-ordinator: Greg 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 elementCommentsCategoryContributionHurdle%ILO*

Group Assignment - Social MediaMarketing Audit (Part A)(1500 words)Group of 3 studentsGroup presentation will be assessed500 words per student

N/AN/AN/ANo20SILO1

Individual Assignment -Social MediaMarketing Plan (Part B)(2000 words)Individual Social Media Plan

N/AN/AN/ANo30SILO2, 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/AN/AN/ANo50SILO1, SILO2, SILO3