James Cook University Subject Handbook - 2023

BX3081 - Social Media Marketing

Subject Description

This subject is designed to develop skills in social media marketing for copy, curation, and discovery. The subject focuses on practical applications of marketing theory to support strategic decisions in market segmentation, communication, metric and evaluation strategies, for the creation and management of online communities. Technical skills are developed through the exploration of social media algorithms, platforms and tools, and the creation of content suited to different platform strategies. Grounding in personal development is provided through increasing learning abilities to concur emerging technologies, strategic thinking, project management and the staffing considerations essential for effective social media campaigns, now and into the future.

Learning Outcomes

• analyse the theory behind social media marketing to support informed marketing decisions
• critically evaluate existing digital metrics from campaign results and formulate new social media marketing assets
• create a social media marketing strategy suitable for an identified market

Subject Assessment

• Written > Literature review - (20%) - Individual
• Written > Project report - (40%) - Individual
• Performance/Practice/Product > Multimedia production - (40%) - Group

Note that minor variations might occur due to the continuous subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.

Inadmissible Subject Combinations:  BX2083 MG3762

Availabilities