SOCIAL MEDIA MARKETING AND STRATEGY

MKT5SMS

2021

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.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorGreg Jamieson

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveYes

Learning ActivitiesClass discussions, group interactions, short movie presentation, writing a social media marketing plan

Capstone subjectYes

Subject particulars

Subject rules

PrerequisitesMKT5MMA

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

Digital Analytics for Marketing

Resource TypeRecommended

Resource RequirementN/A

AuthorMarshall Sponder and Gohar F Khan

Year2017

Edition/Volume1st

PublisherRoutledge

ISBN9781138190689, 1138190683, 9781315640914

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Digital and Social Media

Resource TypePrescribed

Resource RequirementN/A

AuthorAleksej Heinze, Gordon

Year2016

Edition/VolumeN/A

PublisherRoutledge

ISBN978-1-138-91790-3, 978-1-138-91791-0

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Social Media Marketing

Resource TypeRecommended

Resource RequirementN/A

AuthorTracy L. Tuten, Michael R.Solomon

Year2017

Edition/Volume3rd

PublisherSage

ISBN978-93-515-0924-0, 9781526424549

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

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.

Subject options

Select to view your study options…

Start date between: and    Key dates

City Campus, 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

Lecture/SeminarWeek: 10 - 22
One 3.00 h 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 Media Marketing Audit (Part A) (1500 words) Group of 3 students Group presentation will be assessed 500 words per student

N/AAssignmentGroupNo20 SILO1

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

N/AAssignmentIndividualNo30 SILO2, 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/AOtherIndividualNo50 SILO1, SILO2, SILO3

Melbourne (Bundoora), 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

Lecture/SeminarWeek: 31 - 43
One 3.00 h 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 Media Marketing Audit (Part A) (1500 words) Group of 3 students Group presentation will be assessed 500 words per student

N/AAssignmentGroupNo20 SILO1

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

N/AAssignmentIndividualNo30 SILO2, 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/AOtherIndividualNo50 SILO1, SILO2, SILO3