Search, Social Media and Video Marketing

ADV20003 12.5 Credit Points Hawthorn, Online Available to incoming Study Abroad and Exchange students

Duration

  • One Semester or equivalent 
     

Contact hours

  • 36 hours over the teaching period

On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.

2025 teaching periods

Hawthorn

Higher Ed. Semester 2

Dates:
4 Aug 25 - 2 Nov 25

Results:
9 Dec 25

Last self enrolment:
17 Aug 25

Census:
31 Aug 25

Last withdraw without fail:
19 Sep 25

Prerequisites


OR 
 
 
Equivalent
 

Aims and objectives

This unit explores how advertisers use search engines, social media and video platforms to deliver advertising and make use of the knowledge gleaned from search queries to engage with audiences. Students will learn about search engine optimisation and search marketing to prospective customers; how social media advertising is targeted based on user online activity and the opportunities available to advertisers through video platforms.
 
Unit Learning Outcomes (ULO)
 
Students who successfully complete this unit will be able to:
 
1. Critically evaluate the role of search engine technology and search engine optimisation in advertising industries
2. Examine the elements of search marketing in an advertising industry context
3. Apply user experience design principles in the context of search engine optimisation and search marketing
4. Use collaborative and creative skills to plan, develop and optimise a digital advertising campaign
5. Plan, develop and report on implementation of a video marketing strategy