Course Title: Plan social media engagement
Part B: Course Detail
Teaching Period: Term2 2018
Course Code: MKTG7995C
Course Title: Plan social media engagement
School: 345T Media and Communication
Campus: City Campus
Program: C6151 - Advanced Diploma of Screen and Media
Course Contact: Program Administration
Course Contact Phone: +61 3 9925 4815
Course Contact Email: mcvet@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Nicole McKinnon
nicole.mckinnon@rmit.edu.au
ph: 9925 4375
Lisetta Moscardo
lisetta.moscardo@rmit.edu.au
ph: 9925 4815
Nominal Hours: 50
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
None
Course Description
In this course you will cover the skills and knowledge required to effectively engage with a preferred audience on social media.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG527 Plan social media engagement |
Element: |
1. Determine preferred audience |
Performance Criteria: |
1.1 Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media 1.2 Identify and specify the characteristics of the target audience 1.3 Research online habits of the target audience 1.4 Recognise and plan social media engagement within current legislation, regulation and organisational policy |
Element: |
2. Profile expected behaviours |
Performance Criteria: |
2.1 Model the typical journey of the target audience across device, platform, sites and applications 2.2 Identify common responses to triggers and interventions on social media sites and applications 2.3 Conduct market research with users on preferred and avoided behaviours on social media 2.4 Establish the attention span and retention characteristics of alternative content types and engagement patterns |
Element: |
3. Develop social engagement strategy |
Performance Criteria: |
3.1 Select preferred social media platforms to meet client and audience requirements 3.2 Select content and engagement interventions relevant to the target audience 3.3 Establish metrics for successful performance on social media 3.4 Ensure strategy maintains integrity of brand, message and develops trust 3.5 Optimise the use of positive viral and other self-generating expansion techniques |
Element: |
4. Facilitate content and delivery |
Performance Criteria: |
4.1 Ensure relevant content is produced and released to maximise attention of the target audience 4.2 Maintain focus on target audience engagement, conversations and personalised response 4.3 Review and apply third party tools to automate the engagement process when possible 4.4 Establish and apply performance indicators for posts, responses and updates 4.5 Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques |
Element: |
5. Monitor and evaluate social media engagement |
Performance Criteria: |
5.1 Regularly review performance with a social analytics service 5.2 Monitor and identify gaps in performance against requirements and adjust as necessary 5.3 Evaluate and report on social media engagement effectiveness |
Learning Outcomes
On successful completion of this competency, you will have developed and applied the skills and knowledge required to effectively engage with a preferred audience on social media.
Details of Learning Activities
In class learning activities may include, but are not limited to:
• lectures and/or lab work
• teacher directed group activities and projects
• concept development of group and individual projects
• group discussions and class presentations
• peer and teacher feedback
• WIP (work in progress) reviews
• self directed online, library and industry research
• self directed project production work and reflection
Out of class activities may include, but are not limited to:
• maintaining secure daily backups of all assessment and project data to your RMIT Google Drive account
• accessing online tutorial resources
• self directed online, library and industry research
• self directed project production work and reflection
• class excursions to events and locations outside of RMIT
Teaching Schedule
Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.
Class content |
Assessments |
BSBMKG527 |
BSBMKG609 |
CUAPPR603 |
|
Wk 1 |
Developing Marketing and social media campaigns introduction
Investigating creative businesses and their structures. |
1, 2, 3 |
1, 2, 3 |
1, 2, 3 |
|
Wk 2 |
Developing Marketing and social media campaigns Group development of IM Graduate Showcase 2018 and Investigating creative businesses and their structures. |
1, 2, 3 |
1, 2, 3 |
1, 2, 3 |
|
Wk 3 |
Developing Marketing and social media campaigns Group development of IM Graduate Showcase 2018 and Investigating creative businesses and their structures. |
1, 2, 3 |
1, 2, 3 |
1, 2, 3 |
|
Wk 4 |
Developing Marketing and social media campaigns Group development of IM Graduate Showcase 2018 and Investigating creative businesses and their structures. |
1, 2, 3 |
1, 2, 3 |
1, 2, 3 |
|
Wk 5 |
Work in Progress (WIP) A01 - Develop Social Media Event Marketing. Part A: Submission of Documents and materials. |
A01 - Develop Social Media Event Marketing |
1, 2, 3 |
1, 2, 3 |
1, 2, 3 |
Wk 6 |
Investigating Social Media and its impact on marketing. |
1, 2, 3, |
1, 2, 3 |
4 |
|
Wk 7 |
Work in Progress (WIP) A02 - Deliver Social Media Marketing, and Creative Business plan Part A: Submission of Documents and materials. Milestone week 7 |
1, 2, 3, |
1, 2, 3 |
4 |
|
Wk 8 |
Marketing and social media plan deliverables Creating materials appropriate to marketing and social media |
|
1, 2, 3, |
1, 2, 3 |
4, 5 |
Wk 9 |
Marketing and social media plan deliverables Creating materials appropriate to marketing and social media |
1, 2, 3, 4, 5 |
1, 2, 3 |
4, 5 |
|
Wk 10 |
Marketing and social media plan deliverables Creating materials appropriate to marketing and social media |
1, 2, 3, 4, 5 |
1, 2, 3 |
4, 5 |
|
Wk 11 |
Marketing and social media plan deliverables Creating materials appropriate to marketing and social media Work in Progress (WIP) A02 - Deliver Social Media Marketing, and Creative Business plan Milestone week 11 |
1, 2, 3, 4, 5 |
1, 2, 3 |
4, 5 |
|
Wk 12 |
Marketing and social media plan deliverables Creating materials appropriate to marketing and social media |
A02 - Deliver Social Media Marketing, and Creative Business plan |
1, 2, 3, 4, 5 |
1, 2, 3 |
4, 5 |
Wk 13 |
Final preparation and delivery of IM Graduate Showcase 2018 |
1, 2, 3, 4, 5 |
1, 2, 3 |
4, 5 |
|
Wk 14 |
Final preparation and delivery of IM Graduate Showcase 2018 |
1, 2, 3, 4, 5 |
1, 2, 3 |
4, 5 |
|
Wk 15 |
Final preparation and delivery of IM Graduate Showcase 2018 |
A03 - Social Media Marketing and Creative Business plan Evaluation |
1, 2, 3, 4, 5 |
1, 2, 3 |
1, 2, 3, 4, 5 |
Wk 16 |
Final preparation and delivery of IM Graduate Showcase 2018 |
1, 2, 3, 4, 5 |
1, 2, 3 |
1, 2, 3, 4, 5 |
Learning Resources
Prescribed Texts
N/A |
References
The University Library has extensive resources. The Library has produced a number of subject guides that includes quality online and print resources for your studies. The Library provides guides and subject specialist help via your Liaison Librarians. |
Other Resources
Students are encouraged to make full use of class time, open studio time and University computer lab resources. Please consult the RMIT University web site for details of access times and locations.
Other required resources include, but are not limited to: an A4 or A3 visual diary, drawing materials (pencils of various grades (1B & 2B), erasers, coloured pencils and pens, graphic markers such as Copic brand) broadband internet access, suitable digital media storage such as a portable hard drive or USB 3.0 flash drive, with at least 128Gb capacity.
You are strongly advised to maintain a daily backup schedule of all assessment and project data to your RMIT Google Drive account.
Overview of Assessment
Assessment for this course is ongoing throughout the semester. Your knowledge of course content is assessed through participation in practical exercises, knowledge assessment tasks and may include practical team based projects.
Assessment Tasks
Assessment for this course is competency based. To show competency, you must complete all assessments to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task. Once you have demonstrated competency, you will receive a grade for A02 and A03 and for the course.
Late submissions or submissions that do not reach the required standard, may be assessed Not Yet Satisfactory. You will receive resubmission instructions via email, myRMIT or LMS feedback. Resubmissions must occur within a week of this notification. Graded assessments which are resubmitted, are eligible for CAG (Competency Achieved Graded) only.
Please refer to the assessment brief for full assessment criteria or assessment rubric. All assessment documents are available on the course LMS page through MyRMIT.
A01 - Develop Social Media Event Marketing
Develop a social media marketing campaign for IM Graduate Showcase 2018 and Industry report.
Part A: Submission of Documents and materials. Part B: Work in progress Review. Part C: Knowledge quiz.
Due week 5 - Ungraded
A02 - Deliver Social Media Marketing, and Creative Business plan
Deliver a social media marketing campaign for a showcase event, or for personal business branding.
Part A: Submission of Documents and materials. Part B: Final Work in progress Review in class. Part C: Knowledge quiz.
Due week 12 - Graded
A03 - Social Media Marketing and Creative Business plan Evaluation
In addition to a knowledge quiz, evaluate and report on the effectiveness of the social media event or personal marketing, and business plan developed in A01 and A02.
Due week 15 - Graded
Graded assessment in this course uses the following grades:
CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved - Graded
NYC - Not Yet Competent
DNS - Did Not Submit for Assessment
Assessment Matrix
The assessment matrix for this course demonstrates alignment of assessment tasks with the unit of competency. It can be found on the Canvas course page through myRmit, or from your teacher.
Other Information
Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters.
Attendance:
Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises. You are strongly advised to attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.
Assessment Feedback:
You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.
Academic Progress:Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.
Adjustments to Assessment
If you are unable to complete any piece of assessment satisfactorily by the due date, you can choose to apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the assessment.
Academic Integrity and Plagiarism:
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.
Credit Transfer and Recognition of Prior Learning:
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).
Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.
Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.
Course Overview: Access Course Overview