Part B: Course Detail

Teaching Period: Term2 2024

Course Code: MKTG9338C

Course Title: Establish, build and leverage a personal brand on social media

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

Alain Grossbard

alain.grossbard@gmail.com.au

99255522

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 establish, build and leverage a personal brand on social media.

It requires the ability to identify and apply personal branding opportunities on social media. It also requires the ability to market a personal brand on social media.

This unit applies to individuals across all industries and levels of employment that are required to interact in a public arena and present their own personal brand or the personal brand of other individuals in a professional manner.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:	NAT10904004 Establish, build and leverage a personal brand on social media
Element:	1. Examine personal brand marketing benefits, opportunities and software
Performance Criteria:	1.1. Explain to stakeholders the individual and organisational benefits of personal brand marketing on social media 1.2. Identify social media and other digital channels to be used for personal brand marketing 1.3. Analyse examples of personal brand marketing on different social media platforms to identify key success factors 1.4. Explore market trend opportunities created through personal brand marketing on social media 1.5. Identify and evaluate software platforms and tools to use for personal brand marketing
Element:	2. Establish personal brand values and attributes
Performance Criteria:	2.1. Identify personal brand values and align them to the goals of the organisation. 2.2. Consider personality types and apply their impact to the development of a personal brand 2.3. Establish an individual’s life stage and resources available and use these to build a personal brand
Element:	3. Build a personal brand across multiple social media platforms
Performance Criteria:	3.1. Develop a personal brand marketing strategy for social media that helps achieve the desired goals of the organisation. 3.2. Assess and select social media and other digital marketing channels to help build a personal brand 3.3. Establish a personal brand identity based on the organisation’s target audience 3.4. Develop a web asset to support and enhance personal brand marketing 3.5. Conduct search engine optimisation to improve search results for a personal brand
Element:	4. Grow a personal brand and leverage followers
Performance Criteria:	4.1. Select and use techniques to build a personal brand’s followers on social media 4.2. Create and publish content to demonstrate a personal brand’s expertise and to engage followers 4.3. Leverage a personal brand’s followers to help achieve the organisation’s goals 4.4. Select and use techniques to maximise opportunities arising from personal brand marketing

Learning Outcomes

Details of Learning Activities

A range of learning activities are planned for this course, including self-paced and collaborative classroom-based activities.

The collaborative classroom-based activities will include group discussion, group problem-solving activities, and opportunities to practice your skills in a simulated/real workplace environment.

The student is expected to participate and contribute to all scheduled learning activities.

Teaching Schedule

WeekDateTopicAssessment / Learning activities

Week 1	26/09/2024	The Power of Personal Branding
Week 2	03/10/2024	Understand Values and Personality
Week 3	10/10/2024	Understand Life Stages and Resources
Week 4	17/10/2024	Build Social Media	AT1 Due
Week 5	24/10/2024	Build LinkedIn
Week 6	31/10/2024	Build Website and SEO
Week 7	07/11/2024	Leverage Connections and Content
Week 8	14/11/2024	Leverage Pitch and Close	AT2 Due
Week 9	21/11/2024	Assessment Assistance & Resubmissions

 

Learning Resources

Prescribed Texts

References

Other Resources

A range of resources will be available during the sessions via Canvas shell.

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 for personal brand marketing: ▪ researched at least three market trends for personal brand marketing ▪ evaluated at least one software used for personal brand marketing ▪ developed a personal brand marketing strategy ▪ built a personal brand profile on LinkedIn and at least one other social media platform ▪ built and published one personal brand web asset ▪ created and published one content asset to a social media profile of a personal brand

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, in the context of a marketing related work role. This includes knowledge of: • personal brand marketing benefits • personal brand values • techniques to build a personal brand’s followers • social media platforms used for personal brand marketing • personal brand marketing case studies • personality types • life stages and resources available • personal brand identity • search engine optimisation • personal brand marketing conversion techniques • career or business goals

Assessment Conditions

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

AT1

Due Date - Week 4

This is assessment task 1 of two (2) students need to complete for this unit, NAT1094004. Both assessment tasks must be completed satisfactorily to be deemed competent in the unit.

Assessment Task 1 requires students to demonstrate their skills and knowledge by exploring the benefits of personal brand marketing and market trends and selecting and evaluating platforms and software. The students explore case studies and apply their knowledge through developing a personal brand and the relevant stages. 

To complete this task, you must download the Assessment Task 1 Project Template from the learning materials and populate all of the required sections. The notes section of each slide contains detailed instructions for the student.  

Unlike other core units within this course, this unit requires you to focus on a ‘personal brand’ rather than an ‘organisational brand’. It is highly recommended that the personal brand you select is yourself, as it will ensure you graduate with an updated personal brand on social media. If you do choose yourself, you will be required to provide examples of personal brand marketing on LinkedIn and at least one other digital marketing channel – for example, a blog or website.  

However, you are also permitted to select someone else’s brand if you would like.  

AT2 -

Due Date - Week 8

Assessment Task 2 requires the student to develop a personal brand identity canvas and marketing strategy, which is then taken and implemented on LinkedIn and one other platform. Students will also develop assets such as a basic website and video to leverage followers. 

You will be provided with some class time to work on this assessment; however, it is expected that most of it will be completed outside of class. 

Assessment Matrix

Available on Canvas

Other Information

• Select a personal brand you have access to, such as a friend or family member, and: 

1. Obtain written permission from the person, clearly stating you are allowed to post content to their social media channels. 
2. Include a copy of the written permission when you submit your assessment. 
3. Obtain all necessary logins to the person’s social media channels. 

• Alternatively, you can create a fictional personal brand for this Assessment. In a future Assessment Task, you must create content for the personal brand and post it to social media. For this reason, we recommend you create a personal brand in an industry you are passionate about. For example, if you enjoy photography, build a personal brand that is a professional photographer. If you are passionate about social media, create a personal brand that is a social media marketing expert. The more engaged you are with your fictional personal brand, the more you will enjoy this Assessment.  
• Before commencing this Assessment task, you must discuss your chosen personal brand with your trainer. If you decide to base the Assessment on yourself, you do not need to discuss it with your trainer. 

Course Overview: Access Course Overview