Course Title: Plan social media engagement
Part B: Course Detail
Teaching Period: Term1 2017
Course Code: MKTG7995C
Course Title: Plan social media engagement
School: 345T Media and Communication
Campus: City Campus
Program: C5350 - Diploma of Screen and Media
Course Contact: Program Administration
Course Contact Phone: +61 3 9925 4815
Course Contact Email: mcvet@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Marian Blythe
marian.blythe@rmit.edu.au
Nominal Hours: 50
Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Pre-requisites and Co-requisites
None
Course Description
In this course you will cover the skills and knowledge required to effectively engage with a preferred audience on social media.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG527 Plan social media engagement |
Element: |
1. Determine preferred audience |
Performance Criteria: |
1.1 Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media 1.2 Identify and specify the characteristics of the target audience 1.3 Research online habits of the target audience 1.4 Recognise and plan social media engagement within current legislation, regulation and organisational policy |
Element: |
2. Profile expected behaviours |
Performance Criteria: |
2.1 Model the typical journey of the target audience across device, platform, sites and applications 2.2 Identify common responses to triggers and interventions on social media sites and applications 2.3 Conduct market research with users on preferred and avoided behaviours on social media 2.4 Establish the attention span and retention characteristics of alternative content types and engagement patterns |
Element: |
3. Develop social engagement strategy |
Performance Criteria: |
3.1 Select preferred social media platforms to meet client and audience requirements 3.2 Select content and engagement interventions relevant to the target audience 3.3 Establish metrics for successful performance on social media 3.4 Ensure strategy maintains integrity of brand, message and develops trust 3.5 Optimise the use of positive viral and other self-generating expansion techniques |
Element: |
4. Facilitate content and delivery |
Performance Criteria: |
4.1 Ensure relevant content is produced and released to maximise attention of the target audience 4.2 Maintain focus on target audience engagement, conversations and personalised response 4.3 Review and apply third party tools to automate the engagement process when possible 4.4 Establish and apply performance indicators for posts, responses and updates 4.5 Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques |
Element: |
5. Monitor and evaluate social media engagement |
Performance Criteria: |
5.1 Regularly review performance with a social analytics service 5.2 Monitor and identify gaps in performance against requirements and adjust as necessary 5.3 Evaluate and report on social media engagement effectiveness |
Learning Outcomes
On successful completion of this competency, you will have developed and applied the skills and knowledge required to effectively engage with an audience on social media, that is relevant to your professional practice.
Details of Learning Activities
In-class learning activities include, but are not limited to:
• demonstration and practical application
• group discussion
• online research
• individual and group project based work
• teacher directed group activities/projects
Out-of-class activities include, but are not limited to,
• online research
• group project based work
Teaching Schedule
| Week no | Class Weekly schedule |
Assessments due |
|
Week 1 Identifying your audience
|
Activity: Profile your ideal audience |
|
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Week 2 Conduct research
|
Activity: Conduct market research |
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Week 3 What is social media?
|
Activity: problem solving scenario |
Assessment 1 DUE |
|
Week 4 Creating a social media strategy |
Activity: group activity - sample social media strategy |
|
|
Week 5 Project planning and preparation |
Activity: Launch planning |
Assessment 2 DUE
|
|
Week 6 Launch your project
|
Activity: problem solving scenario |
|
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Week 7 Create engaging content
|
Activity: problem solving scenario |
|
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Week 8 Collect data
|
Activity: data analysis activity |
|
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Week 9 Continuous improvement strategies
|
Activity: problem solving scenario
|
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Week 10 Documenting your project
|
Activity: problem solving scenario. |
|
|
|
BREAK (NO CLASSES) |
|
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Week 11 Funding your project
|
Video: Capital C. |
|
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Week 12 Going viral
|
Activity: Case studies
|
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Week 13 Social Media Project |
Work on final assessment One on one coaching with teacher. |
|
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Week 14 Social Media Project |
Work on final assessment One on one coaching with teacher. |
|
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Week 15 Social Media Project |
Work on final assessment One on one coaching with teacher. |
Assessment 3 DUE
|
|
Week 16 Social Media Project |
Review and evaluation of social media engagement effectiveness across platforms. |
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
Assessment for this course is ongoing throughout the semester. Your knowledge of course content is assessed through participation in practical exercises, knowledge assessment tasks and may include practical team based projects.
Assessment Tasks
To demonstrate competency in this course you will need to complete the following assessment to a satisfactory standard.
You will receive feedback on all assessment and where indicated, you will receive a grade. Graded assessment tasks are equally weighted and will determine your final result for this course.
Assessment Task 1 - Research target market for social media project. Due week 3.
Assessment Task 2 - Design a strategy for social media project. Due week 5.
Assessment task 3 - Launch a social media project. Project will run and be monitored for 8 – 10 weeks. Due week 15.
Graded assessment in this course uses the following grades:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved - Graded
NYC Not Yet Competent
DNS Did Not Submit for Assessment
Assessment Matrix
The assessment matrix demonstrates alignment of assessment tasks with the relevant unit of competency.
The assessment matrix for this course can be found on Blackboard or from your teacher.
Other Information
Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters: http://www1.rmit.edu.au/students
Cover Sheet for Submissions:
You must complete and sign a submission cover sheet for every piece of submitted work, including online submissions.
http://mams.rmit.edu.au/s1llva641yxuz.pdf
Attendance:
Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises
It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.
Assessment Feedback:
You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.
http://www1.rmit.edu.au/policies/assessment-policy
Student Progress:
Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.
http://www1.rmit.edu.au/students/acadprogress
Adjustments to Assessment (eg. applying for an extension of time):
If you are unable to complete any piece of assessment satisfactorily by the due date, you can choose to apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the assessment.
http://www1.rmit.edu.au/students/assessment/adjustment
Academic Integrity and Plagiarism:
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.
http://www1.rmit.edu.au/students/academic-integrity
Credit Transfer and Recognition of Prior Learning:
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).
Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.
Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.
http://www1.rmit.edu.au/students/enrolment/credit
Course Overview: Access Course Overview