Course coordinator
Dr Srinwanti Chaudhury
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Social media is the fastest growing area of advertising expenditure worldwide. Advertisers are increasingly shifting their advertising expenditure to social media at the expense of traditional media formats (especially broadcast media). This course provides students with an introduction to the effective use of social media by advertising and places emphasis on planning and evaluation of social media strategies. Employment opportunities in social media are rapidly growing.
This course is designed to prepare students for professional careers in industry. Building on their prior foundational theoretical advertising knowledge, this course focuses onﾠgiving students practical social media management experience and accreditation.
Launching social media campaigns first requires an understanding of how social media marketing is situated in digital marketing and advertising more broadly. As such, the processes through which social media campaigns are planned, developed and executed in advertising contexts are explored in depth in the seminars.ﾠExemplar advertisements and current trends will also be discussed to situate the learnings in contexts ofﾠcurrent affairs, trade news, the internet and popular culture.
The assessment is designed to not only give students practical social media campaign development experienceﾠbutﾠalso build student employability in industry. Students who successfully complete the course and assessment will receive accreditation from the Google Garage: Digital Marketing course.ﾠThis accreditation is highly sought-after in the marketing and advertising industry sectors.ﾠ
It recommended that students engage with the course seminars weeklyﾠand consult designated notice boards and websites for correct and up-to-date information regarding the course, including examination times.
Course requirements
Assumed background
Given the nature of this course, students must be able to easily access a range of social media sites/applications in order to complete the assessment tasks and fulfill the course learning objectives. If this is not possible for you this semester, please do NOT enrol in this course.ﾠ
This course also assumes students have fundamental advertising knowledge. Therefore, before attempting this course, students should have completed studies in ADVT7508.ﾠ
Students are advised that it is important to complete the appropriate prerequisite course(s) and/or check incompatible courses, as listed on the front of this course profile. No responsibility will be accepted by the School of Business, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) and/or incompatible courses have not been adhered to, for any reason whatsoever.
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
ADVT7508
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Lecturer
Dr Srinwanti Chaudhury
Dr Foluke Abigail Badejo
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full Name
- Student ID
- Course Code
Aims and outcomes
This course aims to introduce students to social media management by exploring the concepts and tools used to effectively market an organisation. It covers the different types of social media platforms,
implications, effectiveness, and measurement and monitoring tools. Students will discover why marketers use certain platforms and emerging technologies to achieve desired objectives, and also learn how to
plan, develop and implement strategies and avoid potential issues which could impact negatively on the brand.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Demonstrate understanding of the role of social media in the overall marketing strategy for the business.
LO2.
Critically evaluate the effectiveness of various social media platforms and strategies.
LO3.
Explain different metrics and ways to measure performance to achieve tactics.
LO4.
Design and implement a portfolio with various social media marketing strategies and/or tactics.
LO5.
Identify, analyse and resolve social marketing management issues and risks.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Social Media Marketing Campaign Part A | 25% |
30/08/2024 2:00 pm |
| Paper/ Report/ Annotation | Social Media Marketing Campaign Part B | 45% |
18/10/2024 2:00 pm |
| Paper/ Report/ Annotation, Portfolio |
Google Garage: Digital Marketing Accreditation
|
30% |
25/10/2024 2:00 pm |
A hurdle is an assessment requirement that must be satisfied in order to receive a specific grade for the course. Check the assessment details for more information about hurdle requirements.
Assessment details
Social Media Marketing Campaign Part A
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 25%
- Due date
30/08/2024 2:00 pm
- Learning outcomes
- L01, L02
Task description
This assessment requires you to prepare a social media marketing campaign. You will need to be able to access a range of social media sites (e.g. Facebook, Instagram, etc.) to complete this assessment.
Individually, you are to choose a company and develop a social media marketing campaign for the company based on course learning in Part A and Part B.
This assessment requires the following:
Part A - 3 x A4 page (maximum) report that identifies and discusses the company and campaign background.
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI in each instance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Part A must be submitted electronically via the Turnitin link on Blackboard by the due date.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Social Media Marketing Campaign Part B
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 45%
- Due date
18/10/2024 2:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
This assessment requires you to prepare a social media marketing campaign. You will need to be able to access a range of social media sites (e.g. Facebook, Instagram, etc.) to complete this assessment.
Individually, you are to choose a company and develop a social media marketing campaign for the company based on course learning in Part A and Part B.
This assessment requires the following:
Part B - 8 x A4 page (maximum) report* that identifies and discusses the social media marketing strategy.
*Part A sections should be revised based on feedback and included in Part B. The 8 page maximum includes Part A sections.
Further details about this task will be available in the assessment guide, in seminars and on Blackboard.
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI in each instance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Part B must be submitted electronically via the Turnitin link on Blackboard by the due date.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Google Garage: Digital Marketing Accreditation
- Hurdle
- Mode
- Product/ Artefact/ Multimedia, Written
- Category
- Paper/ Report/ Annotation, Portfolio
- Weight
- 30%
- Due date
25/10/2024 2:00 pm
- Learning outcomes
- L01, L02, L03
Task description
This assessment involves a reflection on engagement with, and completion of, the Google Garage: Digital Marketing accreditation.
The assessment requires the following:
- The completion of the Google Garage: Digital Marketing accreditation*.
- A reflection (800-1000 words) on your engagement with the accreditation (using the template provided).
- Evidence of completion of the accreditation (see the template for details).
*It is strongly recommended that the accreditation is completed progressively over the course of the semester, both in the seminar and independently. NOTE: Time will be allocated in the workshop sessions to complete some accreditation modules and discuss any issues, questions or concerns. Please attend classes knowing that the progressive completion of the Google Garage modules is an expectation; in doing so, you will be helping yourself to 'keep on track' with achieving our course objectives.
Further details will be available in workshops and on Blackboard. A link to the accreditation and a template for the reflection will also provided on Blackboard.
You will need to be able to access Google Digital Garage to complete this assessment.
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI in each instance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
Hurdle requirements
The completion of the Google Garage: Digital Marketing accreditationSubmission guidelines
The reflection must be submitted electronically via the Turnitin link on Blackboard by the due date.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
TEXTBOOKS
A wide variety of textbooks are available from the Library that discuss advertising, promotion and integrated marketing communications.
JOURNALS
- Journal of Consumer Research
- Journal of Advertising
- Journal of Advertising Research
- Journal of Marketing
- Journal of Marketing Research
- Harvard Business Review
- Journal of Direct Marketing
- Journal of Retailing
Articles relating to advertising are often found in business publications and business sections of newspapers such as the Australian Financial Review and the Australian. Additional readings may be provided through the semester and made available on the Blackboard course site.
WEBSITES
- Ad News www.adnews.com.au
- Advertising Age www.adage.com
- Australian Financial Review www.afr.com.au
- B&T www.bandt.com.au
- Business Review Weekly www.brw.com.au
- Forbes www.forbes.com
- Fortune www.fortune.com
- Advertising World:The Unlitmate Communications Directory http://advertising.utexas.edu/world/
- eMarketer http://www.emarketer.com/ereports/welcome.html
ONLINE DATABASES
- Proquest
- Contains abstracts of nearly 1000 U.S. and international academic and trade business publications with the full text of half of the journals available
- Factiva
- Includes over 6000 newspapers, trade journals and wire services in full text. Use for articles, industry or company information
- Lexis-Nexis Academic
- Search the full text for thousands of local, national and international newspapers, consumer and trade magazines and journals.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Seminar |
The Social Media Environment Learning outcomes: L01, L02 |
Week 2 |
Seminar |
Social Consumers Learning outcomes: L01, L02 |
Week 3 |
Seminar |
Network Structure and Group Influences in Social Media Learning outcomes: L01, L02 |
Week 4 |
Seminar |
Social Media Marketing Strategy Learning outcomes: L01, L02, L04 |
Week 5 |
Seminar |
Tactical Planning and Execution Learning outcomes: L01, L02, L04, L05 |
Week 6 |
Seminar |
Content Creation and Design Learning outcomes: L01, L02, L04 |
Week 7 |
Seminar |
Social Community Learning outcomes: L01, L02 |
Week 8 |
Seminar |
Social Publishing Learning outcomes: L01, L02 |
Week 9 |
Seminar |
Social Entertainment Learning outcomes: L01 |
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Seminar |
Social Commerce Learning outcomes: L01, L02 |
Week 11 |
Seminar |
Social Media Analytics Learning outcomes: L01, L02, L03, L04 |
Week 12 |
Seminar |
Social Media Metrics Learning outcomes: L01, L02, L03, L04 |
Week 13 |
Seminar |
Social Media Policy and Crisis Response Learning outcomes: L01, L02, L03, L04, L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.