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:

Name and Contact Details of All Other Relevant Staff

Marian Blythe

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


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


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


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


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


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


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


  • Welcome/housekeeping
  • Intro to Blackboard
  • Brainstorm Social Media Project Ideas
  • Profile Target Market


Activity: Profile your ideal audience



Week 2

Conduct research


  • Research resources and techniques
  • Market research techniques

Activity: Conduct market research




Week 3

What is social media?


  • Comparison of social media platforms
  • How we engage with social media
  • Positives and pitfalls
  • Legal considerations


Activity: problem solving scenario

Assessment 1 DUE

Week 4

Creating a social media strategy

  • Choosing the right platform/s for audience/content/purpose
  • Develop a social media ‘brand’


Activity: group activity - sample social media strategy



Week 5

Project planning and preparation

  • Goal setting
  • Plan the launch of your project
  • Content creation
  • Project metrics and measurements


Activity: Launch planning

Assessment 2 DUE



Week 6

Launch your project


  • Successful project launch strategies
  • How to engage your target audience at launch
  • Soft launch vs official launch


Activity: problem solving scenario


Week 7

Create engaging content


  • Content creation
  • How to engage your audience
  • Comments, likes, shares and feedback


Activity: problem solving scenario



Week 8

Collect data



  • Performance measures
  • Qualitative vs quantitative data
  • Analysing data



Activity: data analysis activity


Week 9

Continuous improvement strategies



  • Troubleshooting problems
  • Responding to data and feedback


Activity: problem solving scenario



Week 10

Documenting your project


  • Documenting numerical data
  • Documenting qualitative data
  • Evaluating the success of your project


Activity: problem solving scenario.








Week 11

Funding your project


  • Crowd funding future projects


Video: Capital C.



Week 12

Going viral


  • Positive vs negative viral exposure
  • Responding to negative exposure


Activity: Case studies




Week 13

Social Media Project

Work on final assessment

One on one coaching with teacher.



Week 14

Social Media Project

Work on final assessment

One on one coaching with teacher.



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


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:

Cover Sheet for Submissions:

You must complete and sign a submission cover sheet for every piece of submitted work, including online submissions.


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.

Student Progress:

Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.

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.

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.

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.


Course Overview: Access Course Overview