Part B: Course Detail

Teaching Period: Term1 2024

Course Code: MKTG9336C

Course Title: Plan, conduct and optimise organic social media marketing

School: 525T Business & Enterprise

Campus: City Campus

Program: C5425 - Diploma of Social Media Marketing

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au

Name and Contact Details of All Other Relevant Staff

Marina Garbuio

marina.cook@rmit.edu.au

Nominal Hours: 80

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

There are no pre-requisites for this unit.

Course Description

This unit describes the performance outcomes, skills and knowledge required to perform, conduct and optimise organic social media marketing campaigns and activities for an organisation to achieve marketing objectives without a paid advertising budget.

It requires the ability to establish an organic presence of social media platforms, develop an organic social media marketing strategy, conduct organic social media marketing, and increase efficiency of organic social media marketing activities.

The social media platforms referred to may include Facebook, Instagram, LinkedIn, Twitter, YouTube, Snapchat, Pinterest, WeChat, Tik Tok, Messenger, and WhatsApp.

The unit applies to individuals who manage and optimise organic social media marketing campaigns and activities for an organisation. This includes business owners who manage their own marketing activities, and employees, freelancers and marketing consultants who manage organic social media marketing activities for an organisation.  

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:	NAT10904002 Plan, conduct and optimise organic social media marketing
Element:	1. Establish organic presence on social media platforms
Performance Criteria:	1.1 Assess factors which influence content ranking by social media algorithms and gauge how they impact organic marketing activity 1.2 Find and explore the contents of marketing resources, portals and courses provided by social media platforms 1.3 Compare the benefits of social media business accounts to help achieve marketing objectives as compared with personal accounts 1.4 Analyse audience demographics for the leading social media platforms using native analytics 1.5 Populate and optimise a social media profile to maximise follower growth
Element:	2. Develop an organic social media marketing strategy
Performance Criteria:	2.1 Examine online examples of organic social media marketing and incorporate their key success factors into the social media marketing strategy 2.2 Choose content formats for organic social media marketing and incorporate them in the strategy 2.3 Develop pillar content that can be repurposed across multiple social media platforms 2.4 Define organic content to be used and match this to stages of the audience/buyer’s journey 2.5 Use created, curated and co-created content sources as part of the organic social marketing strategy
Element:	3. Conduct organic social media marketing
Performance Criteria:	3.1 Implement organic social media marketing tactics to maximise engagement and follower growth 3.2 Select hashtags to align content to social media trends and increase profile awareness 3.3 Reciprocate interactions with other users to foster online relationships 3.4 Collaborate with other social media accounts to mutually improve marketing results 3.5 Identify and participate in social media groups 3.6 Write engaging captions to complement content and encourage user engagement 3.7 Identify opportunities to drive organic traffic to an organisation's web assets
Element:	4. Increase efficiency of organic social media marketing
Performance Criteria:	4.1 Select native applications to help improve content creation, data analysis and community management 4.2 Produce content in bulk that adheres to the organic social media marketing strategy 4.3 Select and use software to schedule social media posts in advance and maintain posting consistency 4.4 Use a chatbot and marketing automation to respond to social media users

Learning Outcomes

Details of Learning Activities

In this unit, you will implement a content marketing strategy to communicate your story, demonstrate your expertise and get your message seen by the right people, at the right time.

Teaching Schedule

WeekDateTopicAssessment / Learning activities

Week 1	12/02/2024	1. Develop a report that identifies and records the organisation’s current business and marketing objectives 2. Conduct a strengths, weaknesses, opportunities, threats (SWOT) analysis for the organisation and include the findings in the report 3. Analyse and define the target audience for the organisation and incorporate this information in the report	Part of Assessment Task 1, Project
Week 2	19/02/24	1. Conduct an audit of the organisation’s current content marketing activity and include the findings in the report 2. Identify and evaluate content marketing opportunities based on the organisation’s marketing objectives and position in the market and include this information in the report 3. Identify legal and ethical standards impacting content marketing and incorporate these in the report	Part of Assessment Task 1, Project 1
Week 3	26/02/2024	1. Evaluate and select software to improve the organisation’s content marketing 2. Research trends in content marketing relevant to the organisation's product, service or message	Part of Assessment Task 1, Project 1
Week 4	4/03/2024	1. Develop a brand identity for the organisation 2. Identify the organisation’s marketing objectives for inclusion in the content marketing strategy 3. Define key performance indicators that measure the success of the content marketing strategy	Assessment Task 1 Project 1 SUBMISSION
Week 5	11/03/2024	1. Create a calendar for the content marketing strategy outlining the content assets to be published 2. Identify tasks required to implement the content marketing strategy and incorporate these in the implementation plan	Part of Assessment Task 1, Project 2
Week 6	18/03/2024	1. Assign team members and define a completion date for each task in the implementation plan 2. Develop a content marketing budget including the resources and software required and incorporate this into the implementation plan	Part of Assessment Task 1, Project 2
Week 7	25/03/2024	1. Write a content brief to create a content asset in accordance with the organisation’s content marketing strategy 2. Gather quotes and shortlist freelancers or agencies to create the content asset in accordance with the content brief 3. Develop the content asset internally in accordance with the organisation’s content marketing strategy	Part of Assessment Task 1, Project 2
Week 8	8/04/2024	1. Share the created content asset to gather feedback 2. Propose changes to the content asset	Assessment Task 1, Project 2 SUBMISSION
Week 9	15/04/2024	Resubmissions

 

Learning Resources

Prescribed Texts

References

Other Resources

Available on Canvas

Overview of Assessment

Performance Evidence

The learner must show evidence of the ability to complete tasks outlined in elements and performance criteria of this unit, manage tasks and manage contingencies in the context of the job role. There must be demonstrated evidence that the learner has completed the following tasks: • developed and applied at least one organic social media marketing strategy to conduct, and increase the efficiency of, organic social media marketing • created at least one social media profile using a business account • produced and posted at least two content assets across two different social media social media platforms • scheduled at least one social media post using a native application   Knowledge Evidence

The learner must be able to demonstrate essential knowledge required to effectively do the task outlined in elements and performance criteria of this unit, manage the task and manage contingencies in the context of a marketing related work role.

This includes knowledge of: • social media algorithms • social media platforms • social media business accounts • audience demographics • native analytics • social media profiles • content formats • pillar content • organic content strategy • content sources • hashtags • social media groups • caption writing • web assets • native applications • community management • social media management software • chatbots • marketing automation   Assessment Conditions   Assessment may be conducted in a real or simulated environment using procedures, information and resources typical of a workplace.

There are no prescribed method/s of assessment for this unit of competency.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing field of work and may include access to: • relevant workplace documentation and resources • case studies or simulated working environments and, • real situations.  

Feedback

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.

Assessment Tasks

Assessment Task 1 requires the student to demonstrate their skills and knowledge by developing an Audience Persona
Canvas, developing quality content copy and building and testing a landing page. The student then evaluates the
effectiveness of their copy and landing page through data analysis and A/B testing.

Assessment Task 2 requires the student to develop email sequences and a marketing strategy and campaign. The
student then reviews this through reports and the development of a retargeting strategy and use of a pixel.

Assessment Matrix

Available on Canvas

Other Information

None

Course Overview: Access Course Overview