Part B: Course Detail
Teaching Period: Term2 2024
Course Code: MKTG9337C
Course Title: Plan, manage and optimise paid social media advertising
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 plan, manage and optimise paid social media advertising campaigns with the aim of achieving marketing objectives for an organisation.
It requires the ability to develop paid social media advertising strategies; to build paid social media advertising campaigns and to create effective social media advertisements.
It also requires the ability to optimise delivery of the paid social advertisements to maximise returns.
The unit applies to individuals who plan, manage and optimise paid social media advertising campaigns for an organisation. This includes business owners who manage their own marketing and advertising activities, and employees, freelancers and marketing consultants who manage paid social media advertising campaigns for an organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
NAT10904003 Plan, manage and optimise paid social media advertising |
Element: |
1. Develop a paid social media advertising strategy |
Performance Criteria: |
1.1 Evaluate benefits of paid social media advertising and limits of organic reach and apply findings to the strategy |
Element: |
2. Set up tracking code |
Performance Criteria: |
2.1 Identify the organisation's web assets to be tracked |
Element: |
3. Build paid social media advertising campaigns |
Performance Criteria: |
3.1 Compare the campaign structure of social media platforms and select the advertising platform to use |
Element: |
4 Create effective social media advertisements |
Performance Criteria: |
4.1 Compare and select a social media advertising format |
Element: |
5 Optimise advertisement delivery to maximise returns |
Performance Criteria: |
5.1 Organise timely community management of paid advertisements |
Learning Outcomes
Details of Learning Activities
In this unit, you will implement a paid marketing strategy to communicate your story, demonstrate your expertise and get your message seen by the right people, at the right time.
- Begin using imagery to cut through the clutter, get noticed and build awareness for your brand.
- Learn how to strategically use GIFs and short-form video on social media to engage your audience.
- Become more comfortable with producing, editing and publishing long-form video content according to best practices.
- Understand the power of audio content such as podcasts, why they’re gaining in popularity, and how to start your own in a cost-effective way.
- Be able to use written content in a variety of forms to build awareness and credibility, purchase consideration, and aid the decision-making process of your target audience.
- Bring all the content components together to create, publish and share amazing images, text and videos that, together, provide the audience with an accurate picture of your organisation, what it does, and what it stands for.
Teaching Schedule
| Week 10 | 23/9/2024 |
Module 1: In this module, you will
|
Part of Assessment Task 1, Project |
| Week 11 | 30/9/2024 |
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:
|
Assessment Task 1 Project 1 SUBMISSION |
| Week 14 | 21/10/2024 |
Module 5: In this module, you will
|
Part of Assessment Task 2, Project 2 |
| 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:
Module 8 In this module you will:
|
Part of Assessment Task 2, Project 2 |
| Week 17 | 11/11/2024 |
Module 9 In this module you will:
Module 10 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 at least one paid social media advertising strategy • built at least one paid social media advertising campaign • created at least one social media advertisementKnowledge 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: • benefits of paid social media advertising • limits of organic reach • social media advertising funnel • paid social media advertising metrics • web assets • tracking code • conversion events • advertising platform campaign structure • core, custom and lookalike audiences • advertisement creative and formats • A/B tests • community management • target metrics
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 • 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
AT 1
Assessment Task 1 requires you to demonstrate your skills and knowledge by developing a paid social media advertising campaign by developing a strategy, setting up an ad account, tracking web assets using pixels and creating and testing a custom conversion.
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 look at ad formats as well as campaign details, budgets and schedules. You will create a lookalike audience and conduct A/B testing as well as undertake community management and measuring and optimising performance.
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.
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.
Assessment Matrix
Available on Canvas
Other Information
None
Course Overview: Access Course Overview