mkt3srm social media marketing

SOCIAL MEDIA AND RELATIONSHIP MARKETING

MKT3SRM

2015

Credit points: 15

Subject outline

Social media and relationship marketing is one of the most important areas in marketing today. This subject covers the evolution of communication in a new landscape where traditional and digital media coexist. With an increasing amount of marketing budgets going towards social and unpaid promotion, marketers now face significant challenges in achieving strategic outcomes. This subject addresses these challenges and explores the interaction between traditional and social media, the use of social media platforms (including YouTube, Facebook, Twitter, LinkedIn, Google Plus+, etc.) and consumer behaviour in social media. Students will also learn about iImplementation, analytics and return on investment (ROI).

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorStephen Singaraju

Available to Study Abroad StudentsYes

Subject year levelYear Level 3 - UG

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisites MKT1MDP

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Learning resources

Readings

Resource Type	Title	Resource Requirement	Author and Year	Publisher
Readings	Social Media Marketing	Prescribed	Tracy L. Tuten, and Michael R. Solomon; 2013	Pearson
Readings	Social Media Marketing: A Strategic Approach	Recommended	Donald I. Barker, Melissa Barker, Nicholas F. Bormann, Krista E. Neher	Cengage Learning Australia

Graduate capabilities & intended learning outcomes

01. Describe and analyse the social media marketing landscape

Activities:: Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:: Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)

02. Evaluate social media's impact on traditional marketing strategies

Activities:: Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:: Literacies and Communication Skills(Writing,Quantitative Literacy); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)

03. Initiate and monitor a social media platform (e.g. a blog, a Twitter account, a Facebook page, a LinkedIn account, etc.) and track its social media influence

Activities:: Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:: Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)

04. Identify and evaluate the social media strategy of a firm in a competitive marketplace

Activities:: Lecture, tutorial and assessment, guest presentation and interviews
Related graduate capabilities and elements:: Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)

Subject options

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Bendigo, 2015, Semester 1, Distance Education

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorStephen Singaraju

Class requirements

LectureWeek: 10 - 22
One 2.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via video conference.
"This will be via AV from Melbourne"

TutorialWeek: 10 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment element	Comments	%	ILO*
one 2-hour final examination		50	01, 02, 03, 04
two 1,500-word essays/reports		50	01, 02, 03, 04

Melbourne, 2015, Semester 1, Day