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|15.00||BK208 Digital Marketing Foundations||N/A||36 contact hours|
This is a second year Core Unit in the Bachelor of Business (Digital Marketing).
The rapid evolution of social media marketing channels has changed the way organisations do business and how customers discover, communicate, learn and purchase products. Brands have the ability to utilise these channels to reach out to customers and use their feedback to tailor communication, branding, and product strategies. The aim of this unit is to provide students with knowledge of various social media marketing strategies and tools use by organisations to engage with customers in innovative ways to build customer loyalty. In addition, this unit provides analytical and practical skills in developing a social media marketing campaign and tracking the performance of it that can be implemented in an organisation. This unit will provide practical skills in how to optimise content for search, as well has how to use, create, target, launch and monitor marketing campaigns via the various social, display media and video channels.
This unit will also focus on mobile technology and its impact on social media marketing and consumer behaviour to enhance the contemporary digital environment and its relationship with businesses.
The need for professionals who are attuned to the new and emerging processes for engaging the marketing function in digital spaces is creating a demand for savvy social media marketing professionals out in the industry. Hence this unit examines the purpose of social media marketing in a holistic way that fits in with other marketing strategies in order to support specific business goals. Emphasis is placed upon the creative, analytical and critical thinking needed to develop social media marketing campaigns that support business strategies and measure its effectiveness.
Unit topics include:
At the completion of this unit students should be able to:
|Assessment Task||Learning Outcomes Assessed*||Weighting|
|1. Formative assessment||a||0%|
|2. Contribution and participation||a-e||10%|
|3. Social Media Marketing Campaign [Group]||a-e||25%|
|4. Track Social Media Marketing Campaign Performance [Group]||e||15%|
|5. Final Examination [3 hours]||a-e||50%|
*refer to learning outcomes above.
Note: Students are required to purchase the prescribed text book and have it available each week in class.
Prescribed Text Book:
Barker, M.S., Barker, D.I., Bormann, N.F., Roberts, M.L. & Zahay, D. (2016). Social media marketing: A strategic approach (2nd ed.). Victoria, Australia: Cengage Learning.
Adopted Reference Style: APA can be found in MIT library referencing
MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:
|Ability to communicate||Independent and Lifelong Learning||Ethics||Analytical and Problem Solving||Cultural and Global Awareness||Team work||Specialist knowledge of a field of study|
|Levels of attainment||Extent covered|
|5||The standard is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations|
|4||The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations|
|3||The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations|
|2||The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials|
|1||The standard is not considered, there is no theory or practice or activities associated with this standard|