SOCIAL & DIGITAL MEDIA STRATEGY

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.