Course Title: Plan, implement and manage social media conversion strategies

Part A: Course Overview

Program: C5425 Diploma of Social Media Marketing

Course Title: Plan, implement and manage social media conversion strategies

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 skills and knowledge required to plan, implement and manage social media conversion strategies to achieve an organisation’s marketing goals and foster an ongoing relationship with its target audience.

It requires the ability to build landing pages that entice visitors to complete an action; to serve retargeting advertisements that appear in social media feeds after someone has interacted with the business; and to build marketing emails to nurture prospects.

This unit applies to individuals working in marketing positions who are solely or collaboratively responsible for planning, implementing and managing conversion strategies, which may include copywriting, web asset development, retargeting and email marketing.

 

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:	NAT10904005 Plan, implement and manage social media conversion strategies
Elements:	1. Write persuasive copy for use on social media and web assets 2. Build web assets that convert traffic visitors 3. Retarget social media users who have interacted with an organisation 4. Utilise email marketing to nurture prospects

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:

• written copy for at least one social media post and at least one landing page

• created and tested at least one landing page with a content offer

• created a custom audience on at least one social media advertising platform

• created at least one email marketing sequence and distributed at least one email campaign

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:

• copywriting ideation and structure

• writing and editing copy

• landing page selection

• conversion rate measurement

• social media tracking pixels

• social media tracking pixel installation

• custom audience selection

• email campaign creation and distribution

• email sequences • email marketing measurement

• creating an A/B test

• conversion rate optimisation

• content management systems

 

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.