SOCIAL MEDIA AND RELATIONSHIP MARKETING

MKT3SRM

2021

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-ordinatorGreg Jamieson

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 3 - UG

Available as ElectiveYes

Learning ActivitiesWorkshop conceptual & application questions, Conducting a social media marketing audit, Developing a Social Media Marketing Plan, Final Examination

Capstone subjectNo

Subject particulars

Subject rules

PrerequisitesMKT1MDP

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

Social Media Marketing: A Strategic Approach

Resource TypeBook

Resource RequirementPrescribed

AuthorDonald I. Barker, Melissa Barker, Nicholas F. Bormann, Krista E. Neher

Year2020

Edition/Volume2nd

PublisherCengage Learning Australia

ISBN1305502752, 9781305502758

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, and Michael R. Solomon

Year2017

Edition/Volume3rd

PublisherPearson

ISBN132551799, 9781526423870

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

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

Subject options

Select to view your study options…

Start date between: and    Key dates

Singapore (SIM), 2021, Week 28-40, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

WorkShopWeek: 28 - 39
One 2.00 hours workshop per week on weekdays during the day from week 28 to week 39 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

Group Project (Part A) - Social Media Audit (Digital Storytelling) 4 minute video + PowerPoint presentation (8 Minutes presentation per group of four)

N/AOtherIndividualNo20 SILO1, SILO2, SILO3, SILO4

Individual Project (Part B) - Social Media Marketing Plan 2000 words

N/AOtherIndividualNo30 SILO1, SILO2, SILO3, SILO4

Final Examination 2 Hours Examination (2000 words)

N/ACentral examIndividualNo50 SILO1, SILO2, SILO4