Integrated Social Media Marketing

This subject has the following teaching availabilities in 2015:

Total 140 Hours

Admission to the Marketing Communications program - 200 point program

OR

Admission into MC-GMCOM - Master of Global Media Communication

Students must have completed MKTG90027 Foundations of Marketing & Communications and MKTG90004 Marketing Management and MECM40006 Public Relations and Communications prior to taking this subject.

Previous study in Marketing, Communications, Media and Communications, Public Relations, Advertising, or other similar cognate area.

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

This subject provides a strategic understanding of, and practical skills to plan and implement, integrated marketing campaigns across a range of media platforms from print to broadcast to social media. It investigates the changing relationship between marketing, advertising and public relations in the context of the emergence of a ‘post-convergence’ media-sphere, and explores the new opportunities and dynamics of social media as a marketing tool. This subject teaches students practical skills in working with the media in developing campaigns, including campaign planning, media liaison, media planning and buying, campaign evaluation and understanding audience research. It also examines the ethical and legal aspects of convergence on the professional practice of marketing communications.

On successful completion of this subject, students should be able to:

• develop a thorough understanding of social media platforms as marketing and communication tools
• learn to deploy methodologies to analyse how integrated media campaigns work
• develop practical skills in the design and implementation of integrated media campaigns

Assessment task 1: Short essay, 1,500 words, (30%), due early in semester (approximately week 4-5)

Assessment task 2: Group project, 1,500 words, (30%), due mid to late semester (approximately week 8-9)

Assessment task 3: Reflective essay: 2,000 words, (40%), due at the end of semester

A subject reader will be provided.

This subject is not available as a breadth subject.

On successful completion of this subject, students should be able to:

• Demonstrate competence in advanced library searches and information retrieval;
• Demonstrate proficiency in the application of selected methods of analysis;
• Demonstrate conformity to academic protocols of presentation and research procedures.