Part B: Course Detail

Teaching Period: Term1 2025

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  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

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. 

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication. 

Teaching Schedule

WeekDateTopicAssessment / Learning activities

Week 10	21/4/2025	Module 1: In this module, you will  determine who your audience is  identify your content topics and the best format to present them in  understand how audience/buyer stages influence content  know how to use P.I.E.E. to determine your content objectives  be aware of the three different sources of content  create your channel platform content strategy.	Part of Assessment Task 1, Project
Week 11	28/4/25	Module 2: In this module, you will:  Know how to leverage the three different content ‘sources’ to create great content.  Understand how to generate high levels of engagement with your content.  Identify opportunities to insource or outsource your content creation.  Explore different design tools to help give your content the edge.  Write relevant and interesting captions to accompany your content.	Part of Assessment Task 1, Project 1
Week 12	5/5/2025	Module 3: In this module, you will  Understand the importance and bulk-producing content  Identify the best project management tools for your circumstances  Understand how to schedule content to publish in advance  Develop the skills for measurement and reporting of social media marketing  Explore community management benefits and best practices.	Part of Assessment Task 1, Project 1
Week 13	12/5/2025	Module 4: In this module, you will:  Understand the background and usage of Facebook  Set up and optimise your Facebook Page  Identify the native tools that are available in a Facebook business account  Explore the Facebook algorithm and how to maximise engagement  Identify the most appropriate scheduling tools for your strategy  Understand the role of Facebook Messenger chatbots  Identify best practices in Facebook groups  Explore Facebook Insights.	Part of Assessment Task 1, Project 1
Week 14	19/5/2025	Module 5: In this module, you will  Understand the background and usage of Instagram  Set up and optimise your Instagram profile  Explore the Instagram algorithm and how to maximise engagement  Identify the key factors in creating great content  Identify best practices in Instagram business accounts  Explore Instagram Insights	Assessment Task 1 Project 1 SUBMISSION
Week 15	26/5/2025	Module 6: In this module you will:  understand how engagement works on LinkedIn and the benefits LinkedIn offers  explore the platform, such as how content is selected, what the algorithm does, content sources, LinkedIn Stories  examine key LinkedIn features, such as inbox and messaging, groups, the search function, hashtags  describe the different formats for publishing content   know how to set up personal and company profiles  understand the different types of accounts that LinkedIn offers  actively build your network and promote your profile  publish content, use effective engagement strategies to drive organic web traffic opportunities  grow an organic following using posts  join and/or set up a group  use LinkedIn Analytics to analyse performance	Part of Assessment Task 2, Project 2
Week 16	2/6/2025	Module 7: In this module you will:  Understand the key considerations when using Twitter  Know about Twitter resources  Know how to retweet and quote tweet  Learn about the different formats and uses on Twitter  Explain why individuals and organisations use Twitter  Set up your Twitter profile and start following  Use different marketing opportunities (paid, owned, earned)  Describe the core features of Twitter (tweets, live video, trends and lists  Explain the benefits of setting up a Twitter Business Account  Learn how to use hashtags effectively  Identify organic and paid marketing opportunities	Part of Assessment Task 2, Project 2
Week 17	9/6/2025	Module 8 In this module you will:  Understand the key considerations when using YouTube  Learn about YouTube resources  Learn about what equipment is needed for recording quality videos  Create a YouTube channel  Upload a video to YouTube  Use editing software to edit a video  Describe the core features of YouTube (videos, playlists)  Explain the benefits of setting up a YouTube Business Account  Learn the stages of video production  Learn how to grow your channel    Module 9 In this module you will:  Understand the key considerations of the niche social media platforms  Learn about the resources made available by each niche platform  Learn about the key benefits and opportunities of each niche  channelplatform  Learn about the common metrics that are available  Explore organic tactics for each platform  Learn how to maximise engagement	Assessment Task 2, Project 2 SUBMISSION
Week 18	16/6/2025	Resubmissions

 

Learning Resources

Prescribed Texts

References

Other Resources

All learning materials are 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 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.  

 

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.

Assessment Matrix

Available on Canvas

Other Information

None

Course Overview: Access Course Overview