Overview

The rapid evolution of digital channels has changed the way that people discover, communicate, learn and consume products. Brands have the ability to utilise these channels to reach out to customers and use their feedback to tailor communication, branding, and product strategies. This unit will provide practical skills in how to optimise content for search, as well has how to use create, target, launch and monitor marketing campaigns via the various social, display media and video channels

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Critically Evaluate search engine technology and search engine optimization of web and mobile pages and landing pages
  • Plan, budget, execute, report and optimise a search engine marketing campaign
  • Analyse the structure and function of major social networking platforms
  • Plan, budget, execute, report and optimise a social campaign
  • Analyse the structure and function of major video platforms
  • Plan, budget, execute, report and optimise a video campaign

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Lecture		2.00 12 weeks 24
On-campus
Class		1.00 12 weeks 12
Specified Activities
Various		8.00 12 weeks 96
Unspecified Activities
Various		1.50 12 weeks 18
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 30% 1,2,4,6 
Major AssignmentGroup 45% 1,2,3,4,5,6 
Research ReportIndividual 25% 1 

Content

  • How search engines work
  • Keywords and search optimised content
  • Organic search engine optimisation
  • Search engine marketing – techniques and strategies
  • Structure and function of social media platforms
  • Creating and targeting social media campaigns
  • Social media “listening” – monitoring social campaigns
  • Structure and function of online video platforms
  • Planning and executing a video advertising campaign
  • Making video content findable - keyword, title tag and description text for video platforms
  • Video marketing metrics
  • Reporting results of digital marketing campaigns

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.