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-ordinatorGreg Jamieson

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 3 - UG

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites MKT1MDP or equivalent

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

Readings

Social Media Marketing

Resource TypeRecommended

Resource RequirementN/A

AuthorTracy L. Tuten, and Michael R. Solomon

Year2013

Edition/VolumeN/A

PublisherPearson

ISBN132551799

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Social Media Marketing: A Strategic Approach

Resource TypePrescribed

Resource RequirementN/A

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

Year2016

Edition/VolumeN/A

PublisherCengage Learning Australia

ISBN1305502752

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

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Start date between: and    Key dates

Melbourne (Bundoora), 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

WorkShop Week: 10 - 22
One 2.00 h workshop per week on weekdays during the day from week 10 to week 22 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/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO4
Individual Project (Part B) - Social Media Marketing Plan 2000 wordsN/AN/AN/ANo30 SILO1, SILO2, SILO3, SILO4
Final Examination 2 Hours Examination (2000 words)N/AN/AN/ANo50 SILO1, SILO2, SILO4

Singapore (SIM), 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

WorkShop Week: 31 - 43
One 2.00 h workshop per week on weekdays during the day from week 31 to week 43 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/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO4
Individual Project (Part B) - Social Media Marketing Plan 2000 wordsN/AN/AN/ANo30 SILO1, SILO2, SILO3, SILO4
Final Examination 2 Hours Examination (2000 words)N/AN/AN/ANo50 SILO1, SILO2, SILO4