MKF5601 - Social media marketing - 2018

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing

Chief examiner(s)

Dr Luke Greenacre


Dr Luke Greenacre

Unit guides



  • Second semester 2018 (Evening)


Students must be enrolled in course B6010, 2276 or 4431 or seek Chief Examiner approval before undertaking this unit.


This unit will extend understanding of digital marketing, in particular the role of new media. The social media landscape will be investigated, in terms of the tools and technologies, as well as consumers and communities. Approaches to understanding customers and stakeholders through the use of social media will be explored, and various strategies to engage with these stakeholders will be developed. Particular emphasis will be placed on understanding trends and changes in consumer behaviour as a result of social media, including examining why and how certain ideas spread and how businesses can meet the needs and wants of consumers through the social media landscape.


The learning goals associated with this unit are to:

  1. analyse and critically review the social media landscape
  2. advise and authenticate how organisations can utilise social media to build an in-depth understanding of customers and stakeholders
  3. evaluate and justify social media strategies to engage customers and stakeholders
  4. debate and critically reflect how ideas spread through social media and devise strategies to meet consumers' needs and wants.


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information