Part B: Course Detail
Teaching Period: Term2 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
Students will be actively learning about the funnel systems with practical instructions. This includes using digital platforms like MailChimp, Meta Instructions and Google Analytics.
Teaching Schedule
Week Commencing |
Content |
Refer to: |
Due Dates |
|
1 15/07 |
· The Conversion Process · Product, Promotion and Target Market
Assessment 1 work in class: 1.1, 1.2, 1.3 |
Module 1 Module 2 |
|
|
2 22/07 |
· Writing Copy that Converts · The Lead Magnet and your Funnel Overview · Creating your Lead Magnet (WhitePaper Downloadable) · Blog Writing and Blog Articles
Assessment 1 work in class: 1.4, 1.5, |
Module 2 Module 3 |
|
|
3 29/07 |
· Edit and Refine Copy Ideas and Structure · Landing Page Copy
Assessment 1 work in class: 1.6, 1.5, 1.7, 2.1 |
Module 2 Module 3 |
|
|
4 5/08 |
· Create and Test Landing Pages
Assessment 1 work in class: 2.2, 2.3 |
Module 2 Module 3 |
|
|
5 12/08 |
· Conversion Rates
Assessment 1 work in class: 2.4, 2.5, 2.6 |
Module 7 Module 8 |
Assessment 1 Due 13/08 at 23:59 |
|
6 19/08 |
· Email sequences
Assessment 2 work in class: 3.2, 3.1,3.3, 3.4 |
Module 5 Module 6 |
|
|
7 26/08 |
Retargeting Strategy
Assessment 2 work in class: 4.1, 4.2, 4.3 |
Module 4 |
|
|
Semester Break |
|
|
|
8 9/09 |
Retargeting Strategy (continued)
Assessment 2 work in class: 4.1, 4.2, 4.3 |
Module 4 |
Assessment 2 Due 10/08 at 23:59 |
|
9 16/09 |
Time in class for resubmissions |
|
|
Learning Resources
Prescribed Texts
References
Other Resources
None
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
Project Task 1: This is assessment task 1 of two (2) assessment tasks students need to complete for this unit NAT1094005. Both
assessment tasks need to be completed satisfactorily, to be deemed competent in the unit.
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
Project Task 2: This is assessment task 2 of two (2) assessment tasks students need to complete for this unit NAT1094005. Both
assessment tasks need to be completed satisfactorily, to be deemed competent in the unit.
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