Part B: Course Detail
Teaching Period: Term1 2024
Course Code: MKTG9339C
Course Title: Plan, implement and manage social media conversion strategies
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 skills and knowledge required to plan, implement and manage social media conversion strategies to achieve an organisation’s marketing goals and foster an ongoing relationship with its target audience.
It requires the ability to build landing pages that entice visitors to complete an action; to serve retargeting advertisements that appear in social media feeds after someone has interacted with the business; and to build marketing emails to nurture prospects.
This unit applies to individuals working in marketing positions who are solely or collaboratively responsible for planning, implementing and managing conversion strategies, which may include copywriting, web asset development, retargeting and email marketing.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
NAT10904005 Plan, implement and manage social media conversion strategies |
Element: |
1. Write persuasive copy for use on social media and web assets |
Performance Criteria: |
1.1. Conduct analysis on target audience, product and purpose as a basis for copywriting |
Element: |
2. Build web assets that convert traffic visitors |
Performance Criteria: |
2.1. Select a landing page template aligned to the conversion goal |
Element: |
3. Retarget social media users who have interacted with an organisation |
Performance Criteria: |
3.1. Develop a retargeting strategy to serve paid advertisements to social media users who have interacted with an organisation |
Element: |
4. Utilise email marketing to nurture prospects |
Performance Criteria: |
4.1. Create an email sequence to nurture landing page conversions |
Learning Outcomes
Details of Learning Activities
This unit describes the skills and knowledge required to plan, implement and manage social media conversion strategies to achieve an organisation’s marketing goals and foster an ongoing relationship with its target audience.
Teaching Schedule
| Week 1 | 12/02/2024 |
1. Develop a report that identifies and records the organisation’s current business and marketing objectives 2. Conduct a strengths, weaknesses, opportunities, threats (SWOT) analysis for the organisation and include the findings in the report 3. Analyse and define the target audience for the organisation and incorporate this information in the report
|
Part of Assessment Task 1, Project |
| Week 2 | 19/02/24 |
1. Conduct an audit of the organisation’s current content marketing activity and include the findings in the report 2. Identify and evaluate content marketing opportunities based on the organisation’s marketing objectives and position in the market and include this information in the report 3. Identify legal and ethical standards impacting content marketing and incorporate these in the report |
Part of Assessment Task 1, Project 1 |
| Week 3 | 26/02/2024 |
1. Evaluate and select software to improve the organisation’s content marketing 2. Research trends in content marketing relevant to the organisation's product, service or message |
Part of Assessment Task 1, Project 1 |
| Week 4 | 4/03/2024 |
1. Develop a brand identity for the organisation 2. Identify the organisation’s marketing objectives for inclusion in the content marketing strategy 3. Define key performance indicators that measure the success of the content marketing strategy |
Assessment Task 1 Project 1 SUBMISSION |
| Week 5 | 11/03/2024 |
1. Create a calendar for the content marketing strategy outlining the content assets to be published 2. Identify tasks required to implement the content marketing strategy and incorporate these in the implementation plan
|
Part of Assessment Task 1, Project 2 |
| |||
| Week 6 | 18/03/2024 |
1. Assign team members and define a completion date for each task in the implementation plan 2. Develop a content marketing budget including the resources and software required and incorporate this into the implementation plan |
Part of Assessment Task 1, Project 2 |
| Week 7 | 25/03/2024 |
1. Write a content brief to create a content asset in accordance with the organisation’s content marketing strategy 2. Gather quotes and shortlist freelancers or agencies to create the content asset in accordance with the content brief 3. Develop the content asset internally in accordance with the organisation’s content marketing strategy |
Part of Assessment Task 1, Project 2 |
| Week 8 | 8/04/2024 |
1. Share the created content asset to gather feedback 2. Propose changes to the content asset |
Assessment Task 1, Project 2 SUBMISSION |
| Week 9 | 15/04/2024 | 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:
• written copy for at least one social media post and at least one landing page
• created and tested at least one landing page with a content offer
• created a custom audience on at least one social media advertising platform
• created at least one email marketing sequence and distributed at least one email campaign
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:
• copywriting ideation and structure
• writing and editing copy
• landing page selection
• conversion rate measurement
• social media tracking pixels
• social media tracking pixel installation
• custom audience selection
• email campaign creation and distribution
• email sequences • email marketing measurement
• creating an A/B test
• conversion rate optimisation
• content management systems
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
Assessment Task 1 requires the student to demonstrate their skills and knowledge by developing an Audience Persona
Canvas, developing quality content copy and building and testing a landing page. The student then evaluates the
effectiveness of their copy and landing page through data analysis and A/B testing.
Assessment Task 2 requires the student to develop email sequences and a marketing strategy and campaign. The
student then reviews this through reports and the development of a retargeting strategy and use of a pixel.
Assessment Matrix
Available on Canvas
Other Information
None
Course Overview: Access Course Overview