Course Title: Develop social media engagement plans

Part B: Course Detail

Teaching Period: Term1 2023

Course Code: MKTG9329C

Course Title: Develop social media engagement plans

School: 515T Creative Industries

Campus: City Campus

Program: C5412 - Diploma of Screen and Media (Content Creation)

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: Aish Ramji

Email: aish.ramji@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 acquire the skills and knowledge required to effectively develop social media engagement plans with a preferred target audience.

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 applications1.4 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

On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements. 

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 Screen Producers Australia 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

Note: While all course content in this schedule will be covered, the weekly order may change depending on class needs and availability of speakers and 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

None

References

You are advised to look on Canvas for ongoing updated information.

Other Resources

Other resources for this course are available on Canvas.

The University Library has extensive resources and provides subject specialist expertise, research advice, help with referencing and support through Study Support:
https://www.rmit.edu.au/students/study-support/learning-lab

 

Overview of Assessment

Assessment for this course is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in class exercises, oral/written presentations and through the application of learned skills and insights. Full assessment briefs will be provided and can be found on CANVAS.

Assessment Tasks

Students enrolled in Vocational Education and Training qualifications are assessed for Competency. To be assessed competent means you have consistently demonstrated the required knowledge and skills at a standard expected 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.

You should refer to the assessment brief which is available through Canvas for full assessment criteria.

Assessment Task 1 - Market research survey. A survey to identify potential online audiences. Due Date: week 5

Assessment Task 2 - Presentation. This is an in class presentation outlining a social media campaign using a supplied business profile. Due Date: weeks 8 and 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 demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration.

Other Information

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.

 

Information about your studies:

You can access Student Essentials through the RMIT website for information about timetables, important dates, assessment dates, results and progress, Canvas etc.

https://www.rmit.edu.au/students

 

Assessment:

Information on assessment including Special consideration, Adjustments to assessment, (eg. applying for an extension of time):

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

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

Please speak to your teacher if you wish to discuss applying for Credit Transfer or RPL for the unit(s) of competency addressed in this course.

https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-credit

 

Course Overview: Access Course Overview