Course Title: Plan social media engagement

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7983C

Course Title: Plan social media engagement

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Elaine Holstein

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

 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.


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


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.


Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule

 This course is co-delivered and co-assessed with develop Strategies to monetise Digital Engagement BSBMKG526




Weekly Schedule

BSBMKG526 Develop strategies to monetise digital engagement clustered with BSBMKG527 Plan social media engagement

Semester 2 2017 

Week number

Week beginning




3rd July

Introduction to the course, assessments and student resources some important concepts 



10th July

Know your customer – introduction to touch points, mapping and personas



17th July

SEO and keyword base of a good digital strategy



25th July

Thinking and planning – understanding the role and importance of our digital channels 



31st July

A deeper look at our social media channels, what, when and why the value of community


Great local case study



7th August

In class review 1 – 5 key points assessment


Assessment 1


14th August

What is engaging digital content

Writing/curating and sharing engaging digital  content

SM advertising…what value??

Preparing engaging content 



21st August

What is engaging digital content cont.

Writing/curating and sharing engaging digital  content

SM advertising…what value??

Preparing engaging content 




Mid-semester break

28th August – 1st September



4th September

What is engaging digital content cont.

Writing/curating and sharing engaging digital  content

SM advertising…what value??

Preparing engaging content



11th September

Planning and scheduling content distribution

 Testing, learning, Automation and essential analytics across all our channels 



18th September

Assessment 2 consolidation

Assessment 2 due


25th September

Models for monetisation looking at different models and different companies…case studies



2nd October

Payment enablement- local and international



9th October

Measuring and reviewing your performance




16th October

In class assessment review weeks 12 -14 

Assessment 3


23rd October

 Resubmits if required


Learning Resources

Prescribed Texts


Other Resources

Resources will be provided to students throughout the semester as required.

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.

Assessment Tasks

This course is co-delivered and co-assessed with develop Strategies to monetise Digital Engagement BSBMKG526


Assessment Task 1 Individual knowledge Quiz in class activity conducted week 6

Assessment task 1 is an individual in class quiz to be conducted during class time in week 6. It is designed to explore students understanding of the key concepts taught in weeks 1 -5 and provides a solid base of understanding for assessment 2 

Handed in at the end of class time

Assessment Task 2 Pairs activity due Sunday 24th September week 11

This task will be completed in pairs and involves the selection of a digital vehicle, i.e. Blog, speciality website, You tube channel, game, app etc. for which students will develop customer personas, touch point maps, engaging content and then plan and schedule that content for maximum engagement across all selected target groups

A formal business report addressing the issues identified that has been well formatted and presented to a high standard

  • The marking guide provides a suggested structure and content for the report.
  • Report to include – heading page with student name, table of contents, referencing in accordance with the RMIT referencing guidelines
  • This will need to be presented in word or PDF with no less than 10 point type.

Formal report

Uploaded onto Blackboard as either a word document or PDF. Blackboard does not support any other report writing software

Assessment Task 3 Individual in class activity conducted week 15

Assessment task 2 is an individual in class quiz to be conducted during class time in week 15. It is designed to explore students understanding of the key concepts of monetisation and payment platforms relevant to their chosen digital vehicle.

Handed in at the end of class time

You must successfully complete all tasks to achieve competency in this unit.

 Comprehensive marking guides and task details are provided to students at the commencement of the course

Assessment Matrix

Marking Guide (Competency):

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:

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

Further information regarding the application of the grading criteria will be provided by your teacher. 


Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Other Information

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information:

Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs):

If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website More Information:;ID=7usdbki

Course Overview: Access Course Overview