Course Title: Social Media and Mobile Marketing

Part A: Course Overview

Course Title: Social Media and Mobile Marketing

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1419	RMIT University Vietnam	Undergraduate	830H School of Business and Management	Face-to-Face	Viet1 2019, Viet3 2019, Viet2 2020, Viet1 2021
MKTG1419	RMIT University Vietnam	Undergraduate	830H School of Business and Management	Internet	Viet2 2018, Viet2 2022, Viet1 2023, Viet3 2023, Viet2 2024
MKTG1431	RMIT Vietnam Hanoi Campus	Undergraduate	830H School of Business and Management	Face-to-Face	Viet3 2019, Viet2 2020, Viet1 2021
MKTG1431	RMIT Vietnam Hanoi Campus	Undergraduate	830H School of Business and Management	Internet	Viet2 2022, Viet1 2023, Viet3 2023, Viet2 2024

Course Coordinator: Anh Nguyen Thi Van

Course Coordinator Phone: +84 24 3726 1460

Course Coordinator Email: anh.nguyenthivan3@rmit.edu.vn

Course Coordinator Location: Hanoi Campus

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

No pre-requisites but assumed knowledge of marketing principles

Course Description

This course covers advertising, marketing, and communication strategies in the new media landscape of social media. You will get familiar with major social media services like Facebook, Twitter, Google+, LinkedIn, and others, as well as their marketing tools that can bring significant value to a business. You will learn how to build successful social media marketing strategies and track its effectiveness.

In this course you will also learn about the mobile landscape marketing applications. The course will look at consumer mobile behaviour – trends and usage and how to develop a mobile strategy. You will look at companies using SMS campaigns, QR codes, mobile Internet and mobile apps. You will also discuss mobile advertising and search and mobile campaign metrics measurement and ROI.

This course includes a Work Integrated Learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/or community is integral to your experience.

Objectives/Learning Outcomes/Capability Development

Bachelors Learning

On completion of this course you should be able to:

• CLO1 – Understand social media and mobile tools and how they can be used to influence brand awareness and recall
• CLO2 - Understand social media and mobile metrics, analytics and optimization techniques
• CLO3 – Formulate and implement effective social media  and mobile marketing campaigns
• CLO4 – Propose an effective social media and/or mobile strategy that fit with the integrated communication strategy of a firm.

Map each CLO against one or more PLOs

	CLO1	CLO2	CLO3	CLO4
PLO1	x
PLO2	x	x	X	x
PLO3		x	X	x
PLO4	x	x	X	x
PLO5		x	X	x
PLO6				x
PLO7				x
PLO8				x
PLO9			x	x

Please note: Undergraduate Collective PLOs in the table below.  Not all PLOs are achieved in a single course.

PLO1	Identify how digital marketing and its various channels can be used effectively in any business.
PLO2	Integrate and apply specialist knowledge and technical skills to develop effective and innovative digital marketing plans and strategies that provide value for the company and its stakeholders.
PLO3	Collect, process, and analyse data to make informed marketing decisions
PLO4	Analyse marketing problems based on a critical examination of marketing information.
PLO5	Apply knowledge and skills to real-world experiences to enhance the learner’s intellectual and transferable skills, especially those relevant to the practice of marketing, including analytical, critical thinking, individual and team skills.
PLO6	Apply an adaptive and collaborative approach to working with others in a variety of business and professional contexts.
PLO7	Communicate clearly and persuasively to consult and engage with peers and clients.
PLO8	Integrate apply and evaluate professional theory with practice in authentic Work Integrated Learning (WIL) contexts.
PLO9	Create viable solutions to real world marketing problems

Overview of Learning Activities

Learning activities will either involve face-to-face lectures and class discussions, case studies, group projects, and student presentations or online equivalents. Students will have the opportunity to participate in work integrated learning assessments aiming at enhancing their learning experiences associated with the course.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Canvas. The lecture notes and workshop notes are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period. Additional industry-based resources may be available to you depending on the nature of your placement.

Overview of Assessment

You will work with a real client for the assessments in this course. The client will present a brief and your assessment is based on an evaluation of your understanding of the brief and the execution of that brief into a viable digital marketing plan as well as the communication of this plan to the client.

Assessment Tasks

Assessment Tasks	Weighting	Linked Learning Outcomes
Assessment Task 1	20%	1, 2
Assessment Task 2	30%	3, 4
Assessment Task 3	50%	2,3,4