1. Handbook
  2. Subjects
  3. Social Media and Viral Marketing

Social Media and Viral Marketing (MKTG90042)

Graduate courseworkPoints: 12.5On Campus (Parkville)

You’re viewing the 2024 Handbook:
Or view archived Handbooks
You’re currently viewing the 2024 version of this subject

Overview

Availability
Semester 2
FeesLook up fees

This subject will introduce to students the fundamentals of viral marketing on social media. It will discuss topics including how to create engaging and effective marketing content on social media, how content is used to attract and build communities on social media, how to foster a strong brand using social media influence, how to seed content on social media, and how to measure and track marketing campaign performance on social media. It will also cover the practicalities and techniques of crafting shareable marketing content. Topics covered include: the psychology of share motives, the elements and structure of high engagement content, hybrid brand activation campaigns, and the mechanisms underlying digital word-of-mouth.

Intended learning outcomes

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

  • Appreciate the importance of viral marketing and social media for implementing marketing strategies, communications, and building brand equity
  • Understand viral marketing principles, theories and models
  • Design viral marketing campaigns and be capable of applying relevant models/theories to generate appropriate strategic and tactical solutions preceding implementation
  • Apply concepts and principles of psychology to the structure and deployment of viral content on social media
  • Examine the issues associated with seeding content on social media and influencer management
  • Manage the viral marketing campaign process, from strategy, tactics, and deployment and performance measurement

Generic skills

On successful completion of this degree students should have enhanced their skills in:

  • Critical evaluation of evidence in support of an argument or proposition
  • Problem solving in marketing through the application of appropriate marketing theories, principles and data
  • Communication of marketing and commerce related ideas, theories and solutions to peers and the wider community
  • Ability to synthesize ideas, theories and data in developing solutions to marketing problems
  • Ethical practice through a knowledge of corporate governance processes and implementation
  • Research skills including the retrieval of information from a variety of sources
  • Demonstrate a capacity to successfully engage in collaborative activities such as group-based work and activities
  • Interpret and communicate research results to specialist and non-specialist audiences

Last updated: 8 November 2024