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UNIT CODE: DMC302

SOCIAL & DIGITAL MEDIA STRATEGY

UNIT DESCRIPTION

This unit examines the rapidly growing role that social and digital media channels play in developing strategic communication and digital marketing campaigns. It focuses on the idea generation, metrics and measurement of strategic communications for social and digital media and looks at how these solutions can be leveraged through platforms to support activities offline and online. Students will be required to investigate the analytical and data measurement component of communicating on digital and social media platforms to achieve a business objective, establish influence, engagement and return on investment.

 

This unit provides students with applied knowledge and skills in developing a digital marketing strategy for a nominated business. Students de-construct business needs and develop a clear understanding of how, where and when digital marketing fits into the integrated marketing communications strategic planning process (with particular reference to the Australian context). Weekly tasks explore digital marketing and business strategy, data-driven marketing, digital marketing strategy & channels, conversion optimization, owned media, earned media, paid media, marketing analytics, customer acquisition and retention

 

The delivery of the unit will incorporate a range of teaching and learning strategies including: lectures, tutorials, workshops, class discussions, collaborative group activities, live client briefs (where possible), student presentations, independent student research and readings.

STUDENT WORKLOAD + DELIVERY MODE

TIMETABLED HOURS

RECOMMENDED PERSONAL HOURS

TOTAL WORKLOAD HOURS

STUDY LOAD

3 Hours per week

5 Hours per week

8 Hours per week

Full time 

OVERVIEW

Award Course

Bachelor of Business

Area

Digital Marketing Communications

Unit Duration

12 Weeks

Weekly Attendance Pattern

1 Hour Lecture + 

2 Hour Tutorial

Unit Level

300

Unit Weighting

6 Credit Points

Unit Type

Specialisation

Pre-Requisites

DMC103 and DMC208 (or equivalent) 

Co-Requisites

N/A

Work Integrated Learning

No

MODE OF DELIVERY

This unit will be offered to students in the following mode/s:

+ Face-to-face (Domestic and International) 

+ Online (Domestic)

UNIT LEARNING OUTCOMES

  • Explain the structure, scope and importance of the social and digital media marketing strategy plan in response to strategic business and marketing objectives

  • Demonstrate ability to utilise main social and digital media marketing activities

  • Analyse efficiency of social and digital media marketing activities using strategic measurement tools

  • Assess the effectiveness of social and digital media marketing strategies for branding, customer acquisition and retention

  • Design a social and digital media marketing strategy achieving stated business goals

ASSESSMENT STRUCTURE

ASSESSMENT TASK

  • Assessment 1: Foundations of a Social & Digital Marketing Strategy - Presentation & 100 word summary (Individual) 

  • Assessment 2: Written Social & Digital Media Marketing Strategy Pitch Deck (Group) 

  • Assessment 3: Self Reflection Online Blog (Individual) 

  • Assessment 4: Engagement with the Process (Individual) 

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