Course Title: Develop social media engagement plans

Part B: Course Detail

Teaching Period: Term1 2023

Course Code: MKTG9333C

Course Title: Develop social media engagement plans

Important Information:


Please note that this course may have compulsory in-person attendance requirements for some teaching activities. 

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption. 

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209. 

Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus 

 

Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance. 

See Canvas

School: 525T Business & Enterprise

Campus: Melbourne Cricket Education Academy

Program: C5406 - Diploma of Business

Course Contact: Steven Hansen

Course Contact Phone: +61 3 9925 5705

Course Contact Email: steven.hansen@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Claire Gourlay

claire.gourlay@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

This unit describes the skills and knowledge required to effectively develop social media engagement plans with a preferred target audience.

The unit applies to individuals working in a variety of marketing and communications occupational roles who have responsibility for developing social media plans and facilitating social engagement on behalf of a business or organisation.

No licensing, legislative or certification requirements apply to this unit at the time of publication.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG546 Develop social media engagement plans

Element:

1. Prepare to develop social media strategy

Performance Criteria:

1.1 Identify client requirements and characteristics of target audience for social media strategy

1.2 Research and document characteristics and online habits of the target audience according to organisational policy

1.3 Identify and analyse common responses to triggers, interventions, and preferred and avoided behaviours on social media platforms and applications

1.4 Evaluate market research and identify the attention span and retention characteristics of alternative content types and engagement patterns

1.5 Document research results and deliver to appropriate personnel

Element:

2. Devise social media engagement strategy

Performance Criteria:

2.1 Select preferred social media platforms and applications according to organisation, client and audience requirements

2.2 Select content and engagement interventions for target audience according to client requirements

2.3 Establish metrics for social media performance according to organisational strategies

2.4 Identify and develop mitigation solution for risks to brand and message integrity and trust of target audience

Element:

3. Facilitate content delivery

Performance Criteria:

3.1 Develop relevant content and schedule release for maximising target audience attention

3.2 Engage with target audience on chosen social media platforms

3.3 Identify and implement relevant tools and automate the engagement process in applicable delivery areas

3.4 Apply identified metrics for posts, responses and updates

Element:

4. Monitor and evaluate social media engagement

Performance Criteria:

4.1 Develop plan for ongoing review of performance using a social media analytics service

4.2 Identify gaps in performance against requirements and adjust as necessary according to organisational plan

4.3 Evaluate and report on social media engagement effectiveness for delivery to relevant personnel

Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to effectively develop social media engagement plans with a preferred target audience.


Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

The course syllabus provides you with information about:

  • When classes are held, and what topics are covered each week 
  • What learning materials and activities need to be completed; and,
  • What assessments are due

This course is delivered as a cluster of three courses. It is co delivered and co assessed. It is delivered as part of a Dual Diploma of Business and Diploma of Leadership and Management

Week

Topic

Activities

Assessment

Week 1

Introduction to course and assessments

·       Digital marketing vs social media

·       Social Media Trends

Social media trends

Brief all assessments

Week 2

Marketing strategy introduction:

·       Understanding Internal and external environment

·       Analysis (SWOT, Porters, Pestle)

Industry research using IBISworld

Organisation research using IBISworld

SWOT activity

PEST activity

Choose an organisation for AT’s

Week 3

SMART objectives

Segmentation and Target markets - Personas

SMART objectives

Target market

Create a persona

 

Week 4

Social and digital media behaviour of different target markets

Social media Behaviour presentations

Impact on SM strategy

 

Week 5

Finding and evaluating new marketing opportunities using innovative techniques - ROI

Ansoff activity

Brainstorm activity

ROI activity

 

Week 6

(PH Mon)

Legal and ethical considerations in digital marketing.

Ethical considerations

Organisation Code of conduct

Legislative impact on SM marketing

 

Week 7

Organisational change.

Presenting ideas for feedback workshop 

 

 

In class assessment

 

 

AT1 In class presentations

Report Due Sunday

Week 8

 

Social Media engagement plan

  • SEO and relevance to social media
  • Customer engagement – touchpoints and journey maps
  • Application selection
    • Facebook
    • Instagram

Social media strategy

SEO activity

Journey map activity Facebook activity

Instagram activity

 

Full brief AT2

Week 9

Social Media engagement plan

  • Application selection
    • TikTok, Pinterest, Twitter, Snapchat, LinkedIn
    • Email and mobile marketing

Pinterest activity

Snap chat activity

FB live Vs Youtube

Email campaign

 
                                      Mid Semester Break  ( April 7- April 14)

Week 10

Social Media engagement plan

  • Content selection
    • Content marketing
    • Copy writing
    • Customising content

Influencer marketing

Hashtags

Website content evaluation

TRIBE activity

 

Week 11

(PH Tues)

Social Media engagement plan

·       scheduling

·       Metrics and monitoring software

FB live Vs Youtube

Social Me EP activity

 

Week 12

Marketing Strategy development

·       Mission, Vision, goals

·       SWOT - TOWS

Mission Vision research

Mission Vision in practice

SWOT and TOWS

 

AT 2 Due Sunday

 

Week 13

Marketing Strategy development

  • Marketing Mix strategy

People – roles and responsibilities

Marketing mix for an organisation

Business team – roles and responsibilities

Full brief AT3

Week 14

Implementing and Monitoring the Marketing plan

Budget

Monitoring 

 

Week 15

Assessment Task 3 workshop

 

AT 3 Due Sunday

Week 16

Feedback and resubmissions

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


Overview of Assessment

In order to achieve competency in this unit, you must provide:

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

  • develop, review and update a social media engagement plan for an organisation or work area.

In the course of the above, the candidate must:

  • specify a target audience for social media engagement according to client or organisational requirements
  • set measurable metrics for determining success
  • research online behaviours and characteristics of target audience and identify typical responses and journeys
  • review and select social media platforms and applications to meet requirements
  • develop and schedule release of relevant content that aligns to strategy
  • develop a plan for social media interactions including requirements for consistent messaging and automate engagement process where possible
  • monitor and react positively to changes in the social media space.

 

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

  • features of existing legislation and policy relevant to social media
  • features of existing social media platforms and their relevance to key industry functions
  • benefits of consistent messaging in social media, including branding and the development of trust
  • methods of engaging target audience on social media including:
  • offering personalised responses to target audience questions
  • comments
  • reactions
  • typical response characteristics of users to common social media interventions
  • features of existing tools and techniques used to engage users on social media
  • performance measures commonly used to evaluate social media engagement
  • relevant organisational strategies, policies, and procedures.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.

This includes access to:

  • legislation and regulations for business social media engagement
  • workplace documentation and resources relevant to performance evidence.

 

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

This course is delivered as a cluster of three courses. It is co delivered and co assessed. It is delivered as part of a Dual Diploma Diploma of Business and Diploma of Leadership and Management

 

There are three assessment for this cluster

Assessment 1 Marketing opportunity and strategy report  

Due: Week 7 in class presentation, Report Sunday

In this task students are required to research and analyse their chosen organisation and industry, this research will also focus on target market understanding.  To do this, students are required to write a report based on the questions provided. In Week 7 class students will present their ideas to colleagues for feedback.

There are five parts to this assessment

  • Part 1 Research and analysis of current environment 
  • Part 2 Target Market 
  • Part 3 Client requirements - Marketing strategies and Opportunities 
  • Part 4 Changes to current organisation 
  • Part 5 – Seek Feedback from Stakeholders (Week 7 in class ) 

Assessment 2 Social Media Engagement Strategy  

Due: Week 12 Sunday 

In this task students are to develop a social media engagement plan that incorporates the strategic recommendations outlined in Assessment Task 1 for a sporting organisation.  There are two parts to this assessment.

  • Part 1 – Prepare Social media Engagement strategy. 
  • Part 2 – Social Media Engagement strategy 

 

Assessment 3 Develop a Marketing Strategy Document

Due: Week 15 Sunday

Students are to prepare a marketing strategy for your organisation used in AT1 and AT2. In building your marketing strategy you will be incorporating some research and analysis that you have completed as part of AT1 and AT2.  

There are 2 parts to this assessment – Part A and Part B. 

Part A consists of a marketing plan document - Use the marketing plan template provided (refer to AT3 Marketing Plan Template).  You can use information from AT1 and AT2 in the strategy, however if required incorporate feedback from your assessor. 

Part B consists of feedback from stakeholders and benchmarking your strategy (refer to AT3 Marketing Plan Template).  

Produce a report of no more than 2000 words and upload on Canvas.

 


Assessment Matrix

The assessment maps for all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

Other Information

Late Submission Procedures  

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. 

If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

 

More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work

 

Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

 

More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration

 

Resubmissions: 

If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  

 

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

 

 

Adjustments to Assessment  

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website: 

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment

 

Marking Guide (Competency): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:

Satisfactory

Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)

 

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. 

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.  

Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview