Course Title: Plan, conduct and optimise organic social media marketing

Part A: Course Overview

Program: C5425 Diploma of Social Media Marketing

Course Title: Plan, conduct and optimise organic social media marketing

Portfolio: Vocational Education

Nominal Hours: 80

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.

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au

Course Description

This unit describes the performance outcomes, skills and knowledge required to perform, conduct and optimise organic social media marketing campaigns and activities for an organisation to achieve marketing objectives without a paid advertising budget.

It requires the ability to establish an organic presence of social media platforms, develop an organic social media marketing strategy, conduct organic social media marketing, and increase efficiency of organic social media marketing activities.

The social media platforms referred to may include Facebook, Instagram, LinkedIn, Twitter, YouTube, Snapchat, Pinterest, WeChat, Tik Tok, Messenger, and WhatsApp.

The unit applies to individuals who manage and optimise organic social media marketing campaigns and activities for an organisation. This includes business owners who manage their own marketing activities, and employees, freelancers and marketing consultants who manage organic social media marketing activities for an organisation.  

Pre-requisite Courses and Assumed Knowledge and Capabilities

There are no pre-requisites for this unit.

National Competency Codes and Titles

National Element Code & Title:	NAT10904002 Plan, conduct and optimise organic social media marketing
Elements:	1. Establish organic presence on social media platforms 2. Develop an organic social media marketing strategy 3. Conduct organic social media marketing 4. Increase efficiency of organic social media marketing

Learning Outcomes

Overview of Assessment

Performance Evidence

The learner must show evidence of the ability to complete tasks outlined in elements and performance criteria of this unit, manage tasks and manage contingencies in the context of the job role. There must be demonstrated evidence that the learner has completed the following tasks: • developed and applied at least one organic social media marketing strategy to conduct, and increase the efficiency of, organic social media marketing • created at least one social media profile using a business account • produced and posted at least two content assets across two different social media social media platforms • scheduled at least one social media post using a native application   Knowledge Evidence

The learner must be able to demonstrate essential knowledge required to effectively do the task outlined in elements and performance criteria of this unit, manage the task and manage contingencies in the context of a marketing related work role.

This includes knowledge of: • social media algorithms • social media platforms • social media business accounts • audience demographics • native analytics • social media profiles • content formats • pillar content • organic content strategy • content sources • hashtags • social media groups • caption writing • web assets • native applications • community management • social media management software • chatbots • marketing automation   Assessment Conditions   Assessment may be conducted in a real or simulated environment using procedures, information and resources typical of a workplace.

There are no prescribed method/s of assessment for this unit of competency.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing field of work and may include access to: • relevant workplace documentation and resources • case studies or simulated working environments and, • real situations.  

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.