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.

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

Prerequisites MKT1MDP or equivalent

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsSocial Media MarketingRecommendedTracy L. Tuten, and Michael R. Solomon; 2013Pearson
ReadingsSocial Media Marketing: A Strategic ApproachPrescribedDonald I. Barker, Melissa Barker, Nicholas F. Bormann, Krista E. Neher (2nd Edition/2016))Cengage Learning Australia

Graduate capabilities & intended learning outcomes

01. Describe and analyse the social media marketing landscape

Activities:
1. Workshop conceptual & application questions (done in real-time during workshop sessions via Google Drive and Twitter platforms) 2. Conducting a social media marketing audit (Group Project (Part A)) 3. Developing a Social Media Marketing Plan (Individual Project (Part B)) 4. Final Examination
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)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups)

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

Activities:
1. Workshop conceptual & application questions (done in real-time during workshop sessions via Google Drive and Twitter platforms) 2. Conducting a social media marketing audit (Group Project (Part A)) 3. Developing a Social Media Marketing Plan (Individual Project (Part B)) 4. Final Examination
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)
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:
1. Conducting a social media marketing audit (Group Project (Part A)) 2. Developing a Social Media Marketing Plan (Individual Project (Part B)) 3. Final Examination
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Quantitative Literacy)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups)

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

Activities:
1. Workshop conceptual & application questions (done in real-time during workshop sessions via Google Drive and Twitter platforms) 2. Conducting a social media marketing audit (Group Project (Part A)) 3. Developing a Social Media Marketing Plan (Individual Project (Part B)) 4. Final Examination
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Quantitative Literacy)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorStephen Singaraju

Class requirements

WorkShop Week: 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 elementComments% ILO*
Group Project (Part A) - Social Media Audit (Digital Storytelling)4 minute video + PowerPoint presentation (8 Minutes presentation per group of four)20 01, 02, 03, 04
Individual Project (Part B) - Social Media Marketing Plan2000 words30 01, 02, 03, 04
Final Examination2 Hours Examination (2000 words)50 01, 02, 04

Singapore (SIM), 2020, Week 28-40, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorStephen Singaraju

Class requirements

WorkShop Week: 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 elementComments% ILO*
Group Project (Part A) - Social Media Audit (Digital Storytelling)4 minute video + PowerPoint presentation (8 Minutes presentation per group of four)20 01, 02, 03, 04
Individual Project (Part B) - Social Media Marketing Plan2000 words30 01, 02, 03, 04
Final Examination2 Hours Examination (2000 words)50 01, 02, 04