MRKTG307-23B (TGA)

Applied Content and Social Media Marketing

15 Points

Edit Header Content
The University of Waikato
Academic Divisions
Division of Management
School of Management and Marketing

Staff

Edit Staff Content

Convenor(s)

Lecturer(s)

Administrator(s)

: uwt@waikato.ac.nz
: tarryn.nel@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: em.pooley@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
Edit Staff Content

What this paper is about

Edit What this paper is about Content
This paper will cover the conceptual background and practical implications to content & social media marketing. The paper will provide students with an understanding of the theoretical and practical issues in distributing, managing and monitoring content over a variety of digital media platforms available to brands. Through this paper, students will learn to distinguish channels within the various media types from a commercial point of view, and attain practice in applying these platforms as a content distributor rather than a content consumer.
Edit What this paper is about Content

How this paper will be taught

Edit How this paper will be taught Content

The paper will be delivered through:

Two-hour lectures each week (face-to-face and via Zoom). Students are expected to have read the relevant reading materials, as well as completed assigned tasks (e.g. online quizzes) prior to lectures. Students are encouraged to bring personal devices into lectures, where selected lecture activities are designed to go towards the completion of core course assessments.

There are four two-hour lab sessions that begin in Week 3.
Individual and group assessments.

Edit How this paper will be taught Content

Required Readings

Edit Required Readings Content

Pulizzi. (2023). Epic Content Marketing Second Edition. McGraw-Hill Publishing.

*The list of required reading materials will be updated throughout the course, and supplied via Moodle. The success of the lectures would depend on students engaging with the recommended reading materials prior to lectures.

Edit Required Readings Content

Learning Outcomes

Edit Learning Outcomes Content

Students who successfully complete the course should be able to:

  • Apply conceptual theories relating to consumer behaviour to digital content examples
    Linked to the following assessments:
  • Apply creative processes and templates to the planning, production and distribution of digital content
    Linked to the following assessments:
  • Choose appropriate aims and objectives for content marketing strategy plan within the context of strategic brand marketing
    Linked to the following assessments:
  • Create different types of digital content for a variety of channels
    Linked to the following assessments:
  • Distinguish different digital content channels to determine the most appropriate channel for specific marketing goals and objectives
    Linked to the following assessments:
Edit Learning Outcomes Content
Edit Learning Outcomes Content

Assessments

Edit Assessments Content

How you will be assessed

Edit How you will be assessed Content

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Group project
Sum of All
36
  • Online: Submit through Moodle
2. Written background report (15%)
18 Aug 2023
5:00 PM
-
3. Final audio-visual report (20%)
13 Oct 2023
5:00 PM
-
4. Critical reflection (4 graded activities)
24
  • Online: Submit through Moodle
5. Lab activities (3 graded activities)
30
  • Online: Submit through Moodle
6. Hootsuite certification
18 Oct 2023
5:00 PM
8
  • Online: Submit through Moodle
7. 300-level assurance of learning quiz
2
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
Edit Assessments Content