Unit Outline

BMA343

Digital and Social Media Marketing

Semester 1, 2024

Kevin Swarts

Tasmanian School of Business & Economics (TSBE)

College of Business and Economics

CRICOS Provider Code: 00586B

Contact Details

Unit Coordinator

Kevin Swarts

Email: Kevin.Swarts@utas.edu.au

Contents

What is the Unit About?................................................................................................................................ 3

Unit Description............................................................................................................................................ 3

Intended Learning Outcomes................................................................................................................... 3

How will I be Assessed?................................................................................................................................ 4

Assessment schedule................................................................................................................................ 4

Assessment details..................................................................................................................................... 4

How your final result is determined........................................................................................................ 6

Submission of assignments..................................................................................................................... 6

Requests for extensions............................................................................................................................ 6

Late penalties................................................................................................................................................ 6

Review of results and appeals................................................................................................................. 6

Required Resources....................................................................................................................................... 7

Required reading materials....................................................................................................................... 7

Recommended reading materials............................................................................................................ 7

Other required resources........................................................................................................................... 7

Unit schedule.................................................................................................................................................... 8

AACSB Accreditation..................................................................................................................................... 9

Sustainability.................................................................................................................................................... 9

What is the Unit About?

Unit Description

This unit covers the area of digital and social media marketing. Businesses are increasingly confronted with the need to adapt to a real-time digital environment. This unit focuses on providing students with a comprehensive understanding of the evolution and the role of traditional advertising versus digital advertising. You will learn the fundamental of digital and social media marketing and learn how to develop digital marketing strategies to create engaging and effective marketing content. This approach to digital and social media marketing planning considers the strategic use of a range of media. In undertaking this unit, you will focus on a digital and social media marketing approach to marketing communications that considers how the integration of messages may achieve maximum impact, primarily through the coordinated use of a range of traditional and digital advertising tools. The course is placed in the context of more digital and social media marketing issues faced by organisations of all sizes including the establishment of objectives, budgeting and organising for effective coordination and delivery of digital promotional messages. You will find that understanding the complexities and issues involved in digital and social media marketing will be of value to you when making both marketing and general business decisions in the future.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:

1.	Apply digital and social media marketing theory to marketing problems.
2.	Create an effective social media campaign in a business context.
3.	Evaluate digital marketing strategy using sustainable marketing theory and practice.

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule

ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Briefing Note	Week 8	25 %	LO1, LO3
Assessment Task 2:	Social Media Simulation	Week 10	35 %	LO1, LO2
Assessment Task 3:	Digital Marketing Audit	Week 13	40 %	LO2, LO3

Assessment details

Assessment Task 1: Briefing Note

Task Description:

In each workshop, students will be provided with a series of challenges relating to the weekly topic which they will have to resolve using the content provided in MyLO.

Students will submit a Briefing Note in MyLO by 5 pm Saturday following each workshop. The final submission is due in Week 8.

Task Length:

4 x 250-word Briefing Note

Due Date:

Week 8

Weight:

25 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Apply relevant digital marketing theory to solve contemporary marketing problems.	LO1
2	Apply relevant social media marketing theory to solve contemporary marketing problems.	LO1
3	Evaluate digital marketing solutions using contemporary marketing theory.	LO3
4	Evaluate digital marketing solutions for sustainable business practice.	LO3

Assessment Task 2: Social Media Simulation

Task Description:

The social media simulator provides students with a hands-on educational experience with important elements of professional social media marketing practices in a fictitious scenario in which they take on the role of a social media specialist.

Students will create social media posts for a nominated business. Students are also presented with questions concerning social media and customer support issues.

Following completion of the simulation, students will submit a 250-word summary of key performance.

Task Length:

250-word Simulation Report

Due Date:

Week 10

Weight:

35 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Measure key performance indicators for tracking social media marketing success	LO1
2	Create compelling ads for earned, owned, and paid social media marketing	LO2
3	Test social media content and promotions to increase engagement and drive conversions	LO2

Assessment Task 3: Digital Marketing Audit

Task Description:

Students will select an appropriate organisation for the digital marketing audit.

The digital marketing audit must include:

1. Identify their market segmentation, targeting, and positioning
2. Analyse their current websites and social media platforms
3. Evaluate the design and content generated through these platforms
4. Critically evaluate the extent the digital marketing aligns with the firm’s positioning
5. Use relevant theory to make recommendations to improve digital strategy

Task Length:

2,500 words

Due Date:

Week 13

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)

1	Identify their market segmentation, targeting, and positioning	LO3
2	Analyse their current websites and social media platforms	LO3
3	Evaluate the design and content generated through these platforms	LO3
4	Critically evaluate the extent the digital marketing aligns with the firm’s positioning	LO3
5	Recommend improvements to digital strategy using relevant theory	LO2

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.

Required Resources

Required reading materials

A textbook will be available as part of a bundle, however purchase of this is optional for students. Students will be provided with further information about this from the unit coordinator via MyLO.

Other required resources

Social Media Simulator: Mimic Social. For more information, see MyLO Announcements.

Unit schedule

Week	Date beginning	Topic/ Module/ Focus Area	Activities	Resources/ Readings/ Further Information
1	26 February	Digital marketing foundations	See MyLO	See MyLO
2	4 March	Web design	See MyLO	See MyLO
3	11 March	Digital analytics	See MyLO	See MyLO
4	18 March	Search Engine Optimisation (SEO)	See MyLO	See MyLO
5	25 March	Paid search marketing	See MyLO	See MyLO
6	1 April	Display advertising	See MyLO	See MyLO
7	8 April	Email marketing	See MyLO	See MyLO
8	15 April	Social media 1	See MyLO	See MyLO
9	22 April	Social media 2	See MyLO	See MyLO
10	29 April	Online reputation management	See MyLO	See MyLO
11	6 May	Mobile marketing	See MyLO	See MyLO
12	13 May	Digital strategy	See MyLO	See MyLO
13	20 May	No lecture topic	See MyLO	See MyLO
Study Period: 3 June to 7 June
Exam Period: 8 June to 25 June

AACSB Accreditation

The Tasmanian School of Business and Economics (TSBE) gained initial Business Accreditation from the AACSB International (AACSB) in July 2021 – the lead program for accrediting business schools globally. AACSB seeks to connect educators, students, and business to achieve a common goal – to create the next generation of business leaders.

AACSB is the most reputable standard in business education and TSBE is now one of an elite group of the world’s business schools. By being an AACSB accredited School, TSBE has joined a global alliance committed to improve the quality of business education around the world, and to share the latest innovations in business education.

Gaining Business Accreditation with AACSB means that we have satisfied a multi-year process involving TSBE demonstrating our performance against the 15 accreditation standards.

TSBE has joined a select community of accredited business schools, with only five percent of all business schools globally accredited with AACSB. This will further enhance the reputation of TSBE, as well as the global recognition of your qualifications. To find out more about AACSB click here.

Sustainability

The College of Business and Economics is now a PRME (Principles for Responsible Management Education) signatory. We are committed to the six PRME values of Purpose, Values, Method, Research, Partnership and Dialogue and you will see in various units how we embed sustainability values in our teaching and research and the United Nations’ Sustainable Development Goals. Across all sustainable development goals, our university is ranked at 25 overall globally, and for Sustainable Development Goal 13 – Climate Action – UTAS is the number one university. For more information about PRME, click here.