Part B: Course Detail
Teaching Period: Term2 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
Anna Osherov
anna.osherov@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 |
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 |
Element: |
3. Conduct organic social media marketing |
Performance Criteria: |
3.1 Implement organic social media marketing tactics to maximise engagement and follower growth |
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 |
Learning Outcomes
Details of Learning Activities
Build up your skills and knowledge to be able to complete your assessment tasks to an industry standard. This breaks down into two general categories:
- your classes and formative learning activities, to help prepare you for
- summative assessment tasks.
In this unit, you will:
- Develop an organic social media marketing strategy.
- Learn how to create, curate and co-create content which is relevant to your audience and your strategy.
- Identify opportunities and tactics to maximise efficiency in content production and scheduling.
- Explore the ways to maximise your audience engagement.
- Understand the specific organic marketing tactics for mainstream and niche social media platforms.
Teaching Schedule
| Week 10 | 23/9/2024 |
Module 1: In this module, you will
|
Part of Assessment Task 1, Project |
| Week 11 | 30/9/24 |
Module 2: In this module, you will:
|
Part of Assessment Task 1, Project 1 |
| Week 12 | 7/10/2024 |
Module 3: In this module, you will
|
Part of Assessment Task 1, Project 1 |
| Week 13 | 14/10/2024 |
Module 4: In this module, you will:
|
Part of Assessment Task 1, Project 1 |
| Week 14 | 21/10/2024 |
Module 5: In this module, you will
|
Assessment Task 1 Project 1 SUBMISSION |
| Week 15 | 28/10/2024 |
Module 6: In this module you will:
|
Part of Assessment Task 2, Project 2 |
| Week 16 | 4/11/2024 |
Module 7: In this module you will:
|
Part of Assessment Task 2, Project 2 |
| Week 17 | 11/11/2024 |
Module 8 In this module you will:
Module 9 In this module you will:
|
Assessment Task 2, Project 2 SUBMISSION |
| Week 18 | 18/11/2024 | 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 EvidenceThe 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
AT1
Assessment Task 1 requires you to demonstrate your skills and knowledge by establishing organic presence on social media platforms by developing an understanding of their algorithms and available resources and developing an organic social media marketing strategy using available apps and software.
To complete this task, you must download the Assessment Task 1 Project Template from the learning materials and populate all of the required sections. There are detailed notes in the notes section of each slide that have further instructions.
With regards to the organisation, you may select:
- an organisation you have access to, such as a business run by a friend or family;
- an organisation you currently work for;
- your own business; or
- a hypothetical business you create for the purpose of the assessment.
If you select an organisation you have access to or currently work for, written permission is required from the appropriate stakeholder (such as the marketing manager), clearly stating that the organisation grants permission for you to develop and implement a content marketing strategy on its behalf. You must also consult with your trainer/assessor to ensure the chosen business is suitable for the purpose of this Diploma.
AT2
Assessment Task 2 requires you to conduct organic social media marketing based on the work conducted in project 1 and demonstrate your ability to increase efficiency of organic social media marketing through the use of software to schedule social media posts and marketing automation to respond to social media users.
To complete this task, you must download the Assessment Task 2 Project Template from the learning materials and populate all of the required sections. There are detailed notes in the notes section of each slide that have further instructions for you. With regards to the organisation, you may select:
- an organisation they have access to, such as a business run by a friend or family;
- an organisation they currently work for;
- their own business; or
- a hypothetical business they create for the purpose of the assessment.
If you select an organisation which you have access to or currently work for, written permission is required from the appropriate stakeholder (such as the marketing manager), clearly stating that the organisation grants permission for you to develop and implement a content marketing strategy on its behalf.
You must also consult with your teacher to ensure the chosen business is suitable for the purpose of this Diploma.
Your teacher will post your content into the DSMM Private Facebook Group to demonstrate engagement and capture feedback, you will then use this for evaluation.
Assessment Matrix
Available on Canvas
Other Information
None
Course Overview: Access Course Overview