Course Title: Plan social media engagement

Part A: Course Overview

Program: C5366 Diploma of Marketing and Communication

Course Title: Plan social media engagement

Portfolio: BUS Portfolio Office

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.


Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2017,
Term2 2017,
Term1 2018,
Term2 2018

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Course Description

 This unit describes the skills and knowledge required to effectively engage with a preferred audience on social media.

 It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for developing social media plans and facilitating social engagement.


Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG527 Plan social media engagement


1. Determine preferred audience

2. Profile expected behaviours

3. Develop social engagement strategy

4. Facilitate content and delivery

5. Monitor and evaluate social media engagement

Learning Outcomes


Students will learn to work in a variety of marketing communications occupational roles and have responsibility for developing social media plans and facilitating social engagement.


Overview of Assessment

In order to be deemed competent in the course the following evidence is necessary

Performance Evidence

Evidence of the ability to:

  • specify a target audience for social media engagement to meet client or organisational requirements
  • research online behaviours and identify typical responses and journeys
  • review and select social media platforms to meet requirements
  • ensure social media interactions maintain consistent message to brand and develop trust
  • monitor and react positively to changes in the social media space.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • identify existing legislation and policy relevant to social media
  • compare current social media platforms against key industry functions
  • explain the typical response characteristics of users to common social media interventions
  • list the current major tools and techniques used to engage users on social media
  • explain the different performance measures used to evaluate social media engagement.