Course Title: Plan social media engagement

Part B: Course Detail

Teaching Period: Term2 2021

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: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email: felicity.burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Anna Osherov

anna.osherov@rmit.edu.au 

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

 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

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


 

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 structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

Course Schedule:

In-class activities and assessments

Week 

Week Commencing

Topic

Assessments relevant to this topic

O-Week

5th July

Topic 1 - Introduction

Introduction to the course

  • What to expect from the course
  • A look at our assessments
  • An overview of library resources available to students
  • What is digital marketing
  • Getting into social media marketing

All assessments

2

12th July

Topic 2 - Know your Customer

  • Exploring monetisation
  • Know your customer
  • Introduction to content strategy


3

19th July 

Topic 3 - The Whole Digital Strategy

  • SEO and it’s relevance to social media content


4

26th July

Topic 4- Thinking and Planning

  • Social media strategy - framework
  • Building a strategic framework for each channel


5

2nd August

Topic 5 - Exploring Content Instagram and images Engaging content and Facebook

Crafting content – general discussion

  • Instagram
  • Facebook


6

9th August

Assessment 1 - In-Class Quiz

Assessment 1 is a written knowledge quiz. It is conducted in class week 6 and is a mix of multi-choice and short answer questions. Content covered is market segmentation for social media content, persona development, customer journey mapping and touchpoint analysis as well as content objective setting.

 Assessment 1 Part 1 due 

7

16th August

Topic 6 -Exploring content for Pinterest, Snapchat, Twitter, Linkedin and hashtags

Research task and discussion or case study for exploration – in-class activity.

8

23rd August

Topic 7 - Influencers, YouTube, IGTV and Facebook Live, TIKTOK

  • Writing for the net
  • Working with influencers
  • YouTube
  • GTV
  • Facebook Live



 Mid Semester Break 30th August - 5th September 


9

6th September

Topic 8 - Planning & Scheduling Content, Distribution

Digital Media Plan

  • Social Media Management
  • Marketing Automation
  • Assessment consulting


10

13th September

Topic 9 - Measurement, Analytics, Testing, Learning, Monetisation Intro

Digital Media Plan

  • Social media metrics
  • Testing and learning

Critical content for both assessment 2 and your final quiz in week 15 

11

20th September

Assessment consolidation

Assessment 1 Part 2 due

12

27th September

Topic 10 - Content Monetisation and payment platforms

Monetising digital content

  • Where are we now
  • Next steps- how do we make money from our content
  • A look at the digital content monetization models


13

4th October

Topic 10 - Monetisation and payment cont.

Platforms

  • Where are we now
  • Next steps- now that we have explored the ways to make money… let's look at the ways we can collect it from our customers
  • A look at the digital payment platforms in the international space.

Review for assessment 2

14

11th October

Assessment 2 - In-Class

Assessment 2 is the development of a multi-channel social media content strategy including sample pieces of social media content

Assessment 2 due

15

18th October

In-class presentations


16

25th October

Resubmissions


17

1st November

Grade Entry





Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


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

Assessment

There are two assessments in this course.

Assessment 1 is a written knowledge quiz. It is conducted in class week 6 and is a mix of multi-choice and short answer questions. Content covered is market segmentation for social media content, persona development, customer journey mapping and touchpoint analysis as well as content objective setting.

Assessment 2 is the development of a multi-channel social media content strategy including sample pieces of social media content

A full outline of the assessments, competency criteria and marking criteria is available in the assignments section of this canvass shell.


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.
Submission Requirements

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  
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.
Re-submissions
Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.
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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment
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. 

Final Grades table:


CA Competency Achieved  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.

Course Overview: Access Course Overview