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
Intended Learning Outcomes
Subject options
Select to view your study options…
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 element | 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) | Other | Individual | No | 20 | SILO1, SILO2, SILO3, SILO4 |
Individual Project (Part B) - Social Media Marketing Plan 2000 words | Other | Individual | No | 30 | SILO1, SILO2, SILO3, SILO4 |
Final Examination 2 Hours Examination (2000 words) | Central exam | Individual | No | 50 | SILO1, SILO2, SILO4 |