Course Title: Plan, manage and optimise paid social media advertising

Part A: Course Overview

Program: C5425 Diploma of Social Media Marketing

Course Title: Plan, manage and optimise paid social media advertising

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 plan, manage and optimise paid social media advertising campaigns with the aim of achieving marketing objectives for an organisation.

It requires the ability to develop paid social media advertising strategies; to build paid social media advertising campaigns and to create effective social media advertisements.   It also requires the ability to optimise delivery of the paid social advertisements to maximise returns.

The unit applies to individuals who plan, manage and optimise paid social media advertising campaigns for an organisation. This includes business owners who manage their own marketing and advertising activities, and employees, freelancers and marketing consultants who manage paid social media advertising campaigns 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:	NAT10904003 Plan, manage and optimise paid social media advertising
Elements:	1. Develop a paid social media advertising strategy 2. Set up tracking code 3. Build paid social media advertising campaigns 4 Create effective social media advertisements 5 Optimise advertisement delivery to maximise returns

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 at least one paid social media advertising strategy • built at least one paid social media advertising campaign • created at least one social media advertisement

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: • benefits of paid social media advertising • limits of organic reach • social media advertising funnel • paid social media advertising metrics • web assets • tracking code • conversion events • advertising platform campaign structure • core, custom and lookalike audiences • advertisement creative and formats • A/B tests • community management • target metrics

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 • 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.