Course Title: Social Media and Mobile Marketing

Part A: Course Overview

Course Title: Social Media and Mobile Marketing

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1419

RMIT University Vietnam

Undergraduate

830H School of Business and Management

Internet

Viet2 2018

Course Coordinator: Rebecca Oliphant

Course Coordinator Phone: +84 28 3776 2166

Course Coordinator Email: rebecca.oliphant@rmit.edu.au

Course Coordinator Location: Saigon South

Course Coordinator Availability: Mon-Friday 9-5 pm


Pre-requisite Courses and Assumed Knowledge and Capabilities

No pre-requisites but assumed knowledge of marketing principles


Course Description

This course covers advertising, marketing, and communication strategies in the new media landscape of social media. You will get familiar with major social media services like Facebook, Twitter, Google+, LinkedIn, and others, as well as their marketing tools that can bring significant value to a business. You will learn how to build successful social media marketing strategies and track its effectiveness.

In this course you will also learn about the mobile landscape marketing applications. The course will look at consumer mobile behaviour – trends and usage and how to develop a mobile strategy. You will look at companies using SMS campaigns, QR codes, mobile Internet and mobile apps. You will also discuss mobile advertising and search and mobile campaign metrics measurement and ROI.

This course includes a Work Integrated Learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/or community is integral to your experience.


Objectives/Learning Outcomes/Capability Development

Bachelors Learning


On completion of this course you should be able to:

  • CLO1 – Understand social media and mobile tools and how they can be used to influence brand awareness and recall
  • CLO2 - Understand social media and mobile metrics, analytics and optimization techniques
  • CLO3 – Formulate and implement effective social media  and mobile marketing campaigns
  • CLO4 – Propose an effective social media and/or mobile strategy that fit with the integrated communication strategy of a firm.

 

Map each CLO against one or more PLOs

 

CLO1

CLO2

CLO3

CLO4

PLO1

x

 

 

 

PLO2

x

x

X

x

PLO3

 

x

X

x

PLO4

x

x

X

x

PLO5

 

x

X

x

PLO6

 

 

 

x

PLO7

 

 

 

x

PLO8

 

 

 

x

PLO9

 

 

x

x

Please note: Undergraduate Collective PLOs in the table below.  Not all PLOs are achieved in a single course.

PLO1

Identify how digital marketing and its various channels can be used effectively in any business.

PLO2

Integrate and apply specialist knowledge and technical skills to develop effective and innovative digital marketing plans and strategies that provide value for the company and its stakeholders.

PLO3

Collect, process, and analyse data to make informed marketing decisions

PLO4

Analyse marketing problems based on a critical examination of marketing information.

PLO5

Apply knowledge and skills to real-world experiences to enhance the learner’s intellectual and transferable skills, especially those relevant to the practice of marketing, including analytical, critical thinking, individual and team skills.

PLO6

Apply an adaptive and collaborative approach to working with others in a variety of business and professional contexts.

PLO7

Communicate clearly and persuasively to consult and engage with peers and clients.

PLO8

Integrate apply and evaluate professional theory with practice in authentic Work Integrated Learning (WIL) contexts.

PLO9

Create viable solutions to real world marketing problems

 


Overview of Learning Activities

Learning activities will either involve face-to-face lectures and class discussions, case studies, group projects, and student presentations or online equivalents. Students will have the opportunity to participate in work integrated learning assessments aiming at enhancing their learning experiences associated with the course.


Overview of Learning Resources

As an enrolled student of RMIT University you will be provided with access via the internet to the RMIT Library databases and online facilities. If you require assistance with the RMIT library facilities the first person to contact is the Business Liaison Librarian for this school. Contact details for Business Liaison Librarians are located online on the RMIT library website.

Additional industry-based resources may be available to you depending on the nature of your placement.


Overview of Assessment

You will work with a real client for the assessments in this course. The client will present a brief and your assessment is based on an evaluation of your understanding of the brief and the execution of that brief into a viable digital marketing plan as well as the communication of this plan to the client.

 

Assessment Tasks

 

Assessment Tasks

Weighting

Linked Learning Outcomes

Assessment Task 1

20%

1, 2

Assessment Task 2

30%

3, 4

Assessment Task 3

50%

2,3,4