Advanced Social Media Marketing
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This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.
Subject Code:
MKT305A
Subject Aim:
This subject delves into the importance of social media in our marketing industry and how evolving social tools are being used to re-shape campaigns and media buying. An advanced look at how to drive sales and build brands through the use of the most important marketing tool of our time, this subject helps students develop their critical and creative thinking to be successful as a contemporary marketer.
From the psychology behind why influencers work, to group think boycotts, social campaign planning, how to use AI and emerging tools to create content that has impact and the management of posts to maximise engagement, this unit assembles the latest in social media knowledge and tools.
Broad Topics to be Covered:
- Introduction
- Psychology of social media
- Influencers, group think, going viral and boycotts
- Social campaign design and planning
- Social media marketing plans
- Social media buying
- Managing posts, analytics and tracking
- Writing effective social copy
- Curating effective visual content and AI content tools
- Social privacy and security
- Social commerce across platforms
- Future of social media
Learning Outcomes:
| a) | Explain the psychology and social influencers that drive social media engagement and effectiveness. |
| b) | Critically examine the importance of social media in marketing today and how it is likely to evolve going forward. |
| c) | Develop creative strategies to build brands through the use of social media. |
| d) | Design engaging social content using emerging tools and technologies. |
| e) | Critically analyse and apply concepts of successful social marketing and media campaign design. |
Student Assessment:
| No | Assessment Task | Weighting | Subject learning outcomes to be assessed |
| 1 | Critical Analysis of a Social Campaign | 25% | a, b, e |
| 2 | Social Content, Media and Tracking Plan (G) | 30% | b, c, e |
| 3 | Social Content Creation and Calendar | 45% | c, d, e |