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Social Media and Viral Marketing (MKTG90042)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Semester 2
Dr Alex Belli, alex.belli@unimelb.edu.au
Overview
Availability | Semester 2 |
---|---|
Fees | Look 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: 27 March 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 27 March 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Class Presentation (groups of 3-4)
| Throughout the teaching period | 10% |
Group assignment (groups of 3-4)
| Week 10 | 40% |
End of semester exam
| During the examination period | 50% |
Last updated: 27 March 2024
Dates & times
- Semester 2
Principal coordinator Alex Belli Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 22 July 2024 to 20 October 2024 Last self-enrol date 2 August 2024 Census date 2 September 2024 Last date to withdraw without fail 20 September 2024 Assessment period ends 15 November 2024 Semester 2 contact information
Dr Alex Belli, alex.belli@unimelb.edu.au
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 27 March 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Digital Marketing - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 27 March 2024