Course Title: Plan social media engagement

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7995C

Course Title: Plan social media engagement

School: 345T Media and Communication

Campus: City Campus

Program: C6151 - Advanced 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

Arthur Michalopoulos
e: arthur.michalopoulos@rmit.edu.au
ph: 9925 4111

Jeanie Hague-Smith
e: jeanie.hague-smith@rmit.edu.au
ph: 9925 4815

Peter Kennedy
e: p.kennedy@rmit.edu.au
ph: 9925 8079

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 a preferred audience on social media.


Details of Learning Activities

In class learning activities may include, but are not limited to:

• lectures and/or lab work
• teacher directed group activities and projects
• concept development of group and individual projects
• group discussions and class presentations
• peer and teacher feedback
• WIP (work in progress) reviews
• self directed online, library and industry research
• self directed project production work and reflection
• class excursions to events and locations outside of RMIT

Out of class activities may include, but are not limited to:

• maintaining secure daily backups of all assessment and project data
• accessing online tutorial resources
• self directed online, library and industry research
• self directed project production work and reflection


Teaching Schedule

 

CUAPPM502 Realise productions  - BSBMKG609 Develop a marketing planBSBMKG527 Plan social media engagement

 

Class content

Assessments

CUAPPM502

BSBMKG609

BSBMKG527

Wk 1

Marketing & Social Media - Introduction - A01 - Marketing and Social Media Research

Industry Projects - Introduction - A02 - Industry Project report

Design Project 4 - Introduction - A03 - Design Project 4 Production Deliverables

 

1,2,3

1, 2

1, 2

Wk 2

Industry Projects - Team meetings and staff consultations. Student directed development and production tasks. Receive and incorporate feedback.



1,2,3

 

1, 2

Wk 3

Industry Projects - Team meetings and staff consultations. Student directed development and production tasks. Receive and incorporate feedback.

 

1,2,3

 

1, 2

Wk 4

WIP review – Present your progress with A01 - Marketing and Social Media Research

Industry Projects - Team meetings and staff consultations. Student directed development and production tasks. Receive and incorporate feedback.

A01 - Marketing and Social Media Research

1,2,3

1,2

3, 4

Wk 5

Industry Projects - Team meetings and staff consultations. Student directed development and production tasks. Receive and incorporate feedback.

 

1,2,3

 

3, 4

Wk 6

WIP review  – Present your progress - A02 - Industry Project report

Industry Projects - Finalising productions and preparing deliverables for presentation.

 

1,2,3

 

4

Wk 7

WIP review – Present your progress - A03 - Design Project 4 Production Deliverables

Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback.

Marketing & Social Media - Graduate Showcase schedule and project milestones

Introduce - A04 - Marketing and Social Media Plans

 

2, 3

1, 2

1, 2

Wk 8

Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback.

Marketing & Social Media - Workshop. Developing flexible marketing & social media strategies

A02 - Industry Project report

1, 2, 3

1, 2

1,2,3

Wk 9

Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback.

Marketing & Social Media - Begin individual social media campaign

 

1, 2, 3

1,2

1,2,3,4

Wk 10

Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback.

Marketing & Social Media - Student directed development of individual and enterprise social media campaigns

 

2, 3

1,2

1,2,3,4

Wk 11

WIP review – Present your progress - A03 - Design Project 4 Production Deliverables and A04 - Marketing and Social Media Plans

Design Project 4 - Student directed development and production tasks. Receive and incorporate feedback.

Marketing & Social Media - Student directed development of individual and enterprise social media campaigns

 

2, 3

1,2

3,4

Wk 12

WIP review – Present your progress - A03 - Design Project 4 Production Deliverables

Marketing & Social Media - Careers BOOTCAMP

 

3

1,2,3

3,4

Wk 13

Interactive Media Industry Seminar - Engage and network with established industry practitioners.

 

2, 3

2,3

3,4

Wk 14

Design Project 4 - Presentations of final productions and selection for Graduate Showcase.

 

2, 3

3

3,4

Wk 15

Design Project 4 - Graduate Showcase activities.

Marketing & Social Media -  Student directed development of individual and enterprise social media campaigns

A03 - Design Project 4 Production Deliverables

2, 3

3

3,4

Wk 16

Design Project 4 - Graduate Showcase activities.

Marketing & Social Media -  Student directed development of individual and enterprise social media campaigns

A04 - Marketing and Social Media Plans

3

3

3,4


Learning Resources

Prescribed Texts

N/A


References

The University Library has extensive resources. The Library has produced a number of subject guides that includes quality online and print resources for your studies. The Library provides guides and subject specialist help via your Liaison Librarians.


Other Resources

Students are encouraged to make full use of class time, open studio time and University computer lab resources. Please consult the RMIT University web site for details of access times and locations.

Other required resources include, but are not limited to: an A4 or A3 visual diary, drawing materials (pencils of various grades (1B & 2B), erasers, coloured pencils and pens, graphic markers such as Copic brand) broadband internet access, suitable digital media storage such as a portable hard drive or USB flash drive, with at least 64Gb capacity.


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

Assessment for this course is competency based. To show competency, you must complete all assessments to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task. Once you have demonstrated competency, you will receive a grade for A0x and A0x and for the course.

Late submissions or submissions that do not reach the required standard, may be assessed Not Yet Satisfactory. You will receive resubmission instructions via email, myRMIT or LMS feedback. Resubmissions must occur within a week of this notification.

Graded assessments which are resubmitted, are eligible for CAG (Competency Achieved Graded) only.

Please refer to the assessment brief for full assessment criteria or assessment rubric. All assessment documents are available on the course LMS page through MyRMIT.

UNGRADED:

A01 - Marketing and Social Media Research
Research and report on contemporary social media tools, techniques and processes as they relate to enterprise marketing.
Due week 4. Ungraded.

GRADED:

A02 - Industry Project report
A review and report of your industry project work performance undertaken by yourself, your peers and your teachers.
Due week 8. Graded.

A03
- Design Project 4 Production Deliverables
Present final Design Project 4 production deliverables.
Due week 15. Graded.

A04 - Marketing and Social Media Plans
Develop marketing and social media plans for an individual creative practitioner, or for the end of year Graduate Showcase.
Due week 16.  Graded.


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 through myRmit, 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: https://www.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.

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/academic-progress

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.

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-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.

https://www.rmit.edu.au/students/student-essentials/rights-and-responsibilities/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.

https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-credit

Course Overview: Access Course Overview