MKW1300 - Introduction to social commerce - 2018

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - 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)

Associate Professor Paul Yeow

Unit guides



  • First semester 2018 (On-campus)


The aim of this unit is to provide e-business students with basic knowledge of how e-commerce activities are handled using online social media. Students will learn about concepts that include theories in social commerce, social commerce strategy, benefits and limitations of social commerce, Facebook commerce, social media marketing, performance management and metrics of social commerce, customer relationship management in social media, issues in social commerce implementation and qualitative and quantitative social media analysis.


The learning goals associated with this unit are to:

  1. identify the various tools of social media and describe how those tools are used to engage customers
  2. identify, analyse and critically assess the suitability of various social commerce models and strategies for various e-businesses
  3. explain the various principles and theories of social commerce
  4. describe, explain and propose the appropriate marketing communication that could be conducted in various social commerce models
  5. describe how social commerce aids customer relationship management
  6. explain and understand the implementation issues in social commerce.


Within semester assessment: 50% + Examination: 50%

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