Part B: Course Detail

Teaching Period: Term1 2025

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

Course Coordinator:

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
1.2 Identify the goal and desired action for each audience/buyer stage in the social media advertising funnel and incorporate this in the strategy
1.3 Document the paid social media advertising strategy including social media platforms, audiences and budget
1.4 Include metrics to measure the financial return on paid social media advertising

Element:

2. Set up tracking code

Performance Criteria:

2.1 Identify the organisation's web assets to be tracked
2.2 Set up advertising account on a social media platform and source the tracking code
2.3 Install and test tracking code, and create a conversion event

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
3.2 Select objective for each audience/buyer stage campaign in the paid social media advertising strategy
3.3 Assign advertising budget and select buying type
3.4 Create core, custom and lookalike audiences
3.5 Select placements for social media advertisements

Element:

4 Create effective social media advertisements

Performance Criteria:

4.1 Compare and select a social media advertising format
4.2 Develop the advertisement creative to meet the objectives in the paid social media advertising strategy
4.3 Write compelling advertising copy to maximise engagement and interactions
4.4 Implement A/B tests to compare advertisement variants and deliver the best results

Element:

5 Optimise advertisement delivery to maximise returns

Performance Criteria:

5.1 Organise timely community management of paid advertisements
5.2 Customise social media advertising platform dashboard to present relevant metrics
5.3 Compare data against target metrics to assess campaign performance
5.4 Measure return on advertising spend and cost-per metrics
5.5 Take corrective actions to help improve returns and optimise campaign delivery

Learning Outcomes



Details of Learning Activities

Welcome to Plan, Manage and Optimise Paid Social Media Marketing!

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.


Teaching Schedule

Week 

Topic Overview and Learning Outcomes

Assessments Due

Week 10

Introduction to the course

  • Staff/student introduction
  • Overview of course
  • Plagiarism, student code of conduct
  • Student support services
  • Course outline and lesson structure
  • How to engage with the course
  • Assessments
  • Overall view and introduction
  • Setting up a Facebook Business Page
  • 1.1 – Benefits of Paid Social Media Advertising

Week 11
  • LinkedIn, TikTok, X Advertising
  • (YouTube Advertising)
  • Setting up Meta Business Manager
  • 1.2 Campaign Structure
  • 1.3 Paid Social Media Advertising Strategy
Week 12
  • Facebook and Instagram Advertising – introduction
  • Metrics to measure
  • Ad accounts – learn about
  • Setting up of the pixel

 

  • 1.4 Paid Social Media Advertising Strategy
  • 2.1 Create Ad Account
  • 2.3 Create Pixel

 

Week 13
  • Influencer Marketing and Social Shopping
  • Setting up a Mailchimp Landing Page and Thank you page
  • 2.5 Build a thank you page

Week 14
  • Conversions (CAPI) Tracking and creation
  • 2.2 Track Web Assets
  • 2.6 Custom Conversion

Week 15
  • Install and Test Pixel
  • 2.4 Install and Test Pixel

Week 16
  • Time to complete Assessment 1
  • Assessment 1 due Monday in Week 7

Week 17
  • Ad Formats (Facebook and Instagram)
  • Audience information – actually complete
  • 3.1 Ad Formats
  • 3.2 Campaign Details
  • 3.3 Campaign Level
  • 3.4 Budget and Schedule
  • 3.5 Core Audience
  • 3.6 Custom Audience
  • 3.7 Lookalike Audience
  • 4.1 Ad Format and Creative
  • 4.2 Ad Copy and A/B Test
  • 5.1 Ad Community Management

Week 18
  • Customise Columns
  • Measure and Optimise Performance
  • Time to complete Assessment 2
  • 5.3 Campaign Data
  • 5.2 Customise Columns

Assessment 2 due 


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 advertisement

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: • 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

Available on Canvas

Course Overview: Access Course Overview