MKT211 Applied Social Media and Digital Marketing (8)

Social media and digital marketing is now embedded in many organisations ranging from SME to global companies. Individuals also have a vested interest in communicating their personal brand for commercial benefit through online tools. This subject is designed to provide an introduction to the world of digital and social media marketing, and help students to develop strategic and tactical skills that are required by industry. Students will examine how communication practices influence company motivations for creating a digital marketing strategy and the tactics to embed message across various networks. Further, students will learn how to assess the way digital technologies can be used in personal and professional settings. Students will also examine how digital technologies and social marketing tools comply with legal requirements and engage with ethical guidelines. Finally, students will explore key issues in measuring and evaluating social and digital media campaigns.

Availability

Session 2 (60)
On Campus
Bathurst Campus
Online
Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT211. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Management and Marketing

Prerequisites

MKT110

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to examine individual digital platforms and evaluate how they are used for personal and professional marketing practices;
  • be able to map and conceptualise cross platform communications and strategy and tactics;
  • be able to create an effective social and digital marketing plan;
  • be able to implement and evaluate digital marketing strategies and tactics; and
  • be able to reflect on ethical and legal issues facing social and digital activities and analyse how they impact on marketing practice.

Syllabus

This subject will cover the following topics:
  • Introduction to Digital Marketing
  • Types of social media and digital networks and how they are used commercially (social and technical affordance).
  • Networked nature of communication
  • Micro/Macro Environments
  • Governance and Policy
  • Marketing strategies for a Social Media and Digital Environment
  • Social and Digital marketing tactics (SEO, Content marketing)
  • Planning social media and digital communication
  • Power of personal online branding
  • Ethical and Legal considerations
  • Online meaning making

The information contained in the CSU Handbook was accurate at the date of publication: January 2020. The University reserves the right to vary the information at any time without notice.

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