Course Title: Develop a social media engagement plan

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG8033C

Course Title: Develop a social media engagement plan

School: 375T Vocational Design and Social Context

Campus: City Campus

Program: C5350 - Diploma of Screen and Media

Course Contact: Andrew Harrison

Course Contact Phone: +61 3 9925 4350

Course Contact Email: andrew.harrison@rmit.edu.au

Name and Contact Details of All Other Relevant Staff

Teacher: Marina Garbuio

Email: marina.garbuio@rmit.edu.au

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:	BSBMKG537 Develop a social media engagement plan
Element:	1. Identify preferred target 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 and document online habits of the target audience and deliver to appropriate personnel in accordance with organisational policies and procedures
Element:	2. Document expected behaviours of target audience
Performance Criteria:	2.1 Model the typical journey of the target audience across devices, platforms, sites and applications 2.2 Identify common responses to triggers and interventions on social media platforms and applications 2.3 Conduct market research with users on preferred and avoided behaviours on social media 2.4 Evaluate market research to identify the attention span and retention characteristics of alternative content types and engagement patterns 2.5 Document research results and deliver to appropriate personnel
Element:	3. Devise social media engagement strategy
Performance Criteria:	3.1 Select preferred social media platforms and applications to meet organisational/client and audience requirements 3.2 Select content and engagement interventions relevant to the target audience, in line with organisational strategies 3.3 Set measurable metrics for successful performance on social media, in line with organisational strategies 3.4 Optimise the use of positive viral and other self-generating expansion techniques 3.5 Identify any risks in the plan to integrity of brand and message, and trust of target audience
Element:	4. Facilitate content delivery
Performance Criteria:	4.1 Develop relevant content and schedule release to maximise attention of the target audience 4.2 Engage with target audience on chosen social media platforms by offering personalised responses to target audience questions, comments and reactions 4.3 Review and apply third party tools to automate the engagement process when possible 4.4 Apply measurable metrics 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 engagemen
Performance Criteria:	5.1 Develop a plan for regular review of performance using a social analytics service 5.2 Review and identify gaps in performance against requirements and adjust as necessary, in line with organisational plan 5.3 Evaluate and report on social media engagement effectiveness, delivering to relevant personnel

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 this program, structured learning occurs in the classroom and through completion of assessment. However, as an independent learner you will also be engaged in unstructured activities such as private study and practice of technical skills required in using cameras, lighting and sound equipment and editing tools . You are also expected to  familiarise yourself with different aspects of the screen and media industry. This includes spending time engaged in attending films and film festivals, watching streamed content, attending industry events and exhibitions and building relationships with industry bodies such as the Screen Producers Association and the Australian Society of Cinematographers.

In-class learning activities include, but are not limited to:

• demonstration and practical application
• peer teaching and class presentations
• group discussions
• screenings
• online research
• independent project based work
• teacher directed group activities/projects
• industry speakers

Out-of class activities include, but are not limited to:

• reading set texts
• online research
• production work
• independent study and project based work 

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 resources.

Week	Class Content	Assessment
1	Overview of the course, assessment and facilities Engaging with social media in the modern world
2	Different social media platforms How they interact with each other Includes class exercises and discussion
3	What is a target audience? How do we identify them? How to use demographical and geographical information Includes class exercises and discussion	Assessment Task 1 due next week
4	Finalise Assessment Task 1 Discuss results of the survey	Assessment Task 1 Market Research (Survey)
5	Social media legal requirements and legislation in Australia Social media privacy Includes class exercises and discussion
6	Social media metric information and what we can do with it Understanding metrics to target an audience Includes class exercises and discussion
7	Class time to prepare for Assessment 2 One on one assistance from the tutor	Assessment Task 2 due next week and week 9
8	Assessment Task 2: Presentation– class 1 Please read the Assessment 2 presentation schedule	Assessment Task 2: Presentation– class 1
9	Assessment Task 2: Presentation– class 2 Please read the Assessment 2 presentation schedule	Assessment Task 2: Presentation– class 2
10	Social media - learning from real life examples Documentary screening Includes discussion
11	Prepare for Assessment Task 3: Create and Market a Social Media Presence How to set up a Facebook business page Run through elements of a Facebook business page and how to use it Includes class exercises and discussion	Assessment Task 3 due week 15
12	Prepare for Assessment Task 3: Create and Market a Social Media Presence Promoted posts Targeting your audience How to maximize paid promotions Collecting Facebook metric data Includes class exercises and discussion
13	Class time to prepare for Assessment Task 3 One on one assistance from the tutor Assessment Task 4 discussed in class	Assessment Task 4 due week 15
14	Class time to prepare for Assessment Task 4 One on one assistance from the tutor
15	Assessment Task 3: Create and Market a Social Media Presence,  Class time to finalise Assessment 3 Assessment Task 4: Unit Knowledge Questions, Class time to finalise Assessment 4	Assessment Task 3: Create and Market a Social Media Presence Assessment Task 4: Unit Knowledge Questions
16	Review of Assessment Tasks 3 and 4

 

Learning Resources

Prescribed Texts

References

Other Resources

Other resources for this course are available on Canvas

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

For each assessment task you will receive a detailed brief specifying requirements

To demonstrate competency in this course you will need to complete the following assessments to a satisfactory standard. .

This is a Vocational Education and Training qualification and is assessed for Competency. To be assessed as Competent means you have consistently demonstrated the required knowledge and skills at a standard required in the workplace. To be assessed as Competent in this course, you will need to complete each assessment task to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task.

Assessment Task 1 - Market research survey. A survey to identify potential online audiences. Due Date: week 4

Assessment Task 2 - Presentation. This is an in class presentation outlining a social media campaign using a supplied business profile. Due Date: week 9

Assessment Task 3 - Create and market a social media presence. Set up a Facebook business page to promote your interview documentary. Due Date: week 15

Assessment Task 4 - Unit Knowledge Questions. A short answer knowledge assessment to assess the knowledge required to effectively plan engagement with a target audience using a social media platform. Due Date: week 15  

Assessment tasks 1, 2, 3 and 4 are to be finalised by no later than end of Semester 1 Week 16.

Results that apply to courses that are delivered and assessed in accordance with competency based assessment are:

CA: Competency Achieved

NYC: Not Yet Competent

DNS: Did not submit for Assessment

Assessment Matrix

The assessment matrix demonstrated alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration.

Other Information

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters:

http://www1.rmit.edu.au/students

Cover Sheet for Submissions:

You must complete and sign a submission cover sheet for every piece of submitted work, including online submissions.

http://mams.rmit.edu.au/s1llva641yxuz.pdf

Attendance:

Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises

It is strongly advised that you 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.

http://www1.rmit.edu.au/policies/assessment-policy

Student Progress:

Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.

http://www1.rmit.edu.au/students/acadprogress

Adjustments to Assessment (eg. applying for an extension of time):

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.

http://www1.rmit.edu.au/students/assessment/adjustment

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.

http://www1.rmit.edu.au/students/academic-integrity

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.

http://www1.rmit.edu.au/students/enrolment/credit

 

Course Overview: Access Course Overview