MRKTG307-22B (HAM)

Applied Content and Social Media Marketing

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Marlini Bakri

Marlini Bakri
4483
MSB.4.24
See Moodle
marlini.bakri@waikato.ac.nz

Lecturer(s)

Administrator(s)

: helena.wang@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: yilan.chen@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.
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Paper Description

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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.

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Paper Structure

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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. These lab sessions are held fortnightly, unless stated otherwise.
  • Individual and group assessments.
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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Choose appropriate aims and objectives for content marketing strategy plan within the context of strategic brand marketing
    Linked to the following assessments:
    • Group project (1)
    • Critical reflections (6 graded activities) (4)
    • Lab activities (3 graded activities) (5)
  • Apply conceptual theories relating to consumer behaviour to digital content examples
    Linked to the following assessments:
    • Group project (1)
    • Critical reflections (6 graded activities) (4)
    • Lab activities (3 graded activities) (5)
  • Apply creative processes and templates to the planning, production and distribution of digital content
    Linked to the following assessments:
    • Group project (1)
    • Critical reflections (6 graded activities) (4)
    • Lab activities (3 graded activities) (5)
    • Hootsuite certification (6)
  • Distinguish different digital content channels to determine the most appropriate channel for specific marketing goals and objectives
    Linked to the following assessments:
    • Group project (1)
    • Critical reflections (6 graded activities) (4)
    • Lab activities (3 graded activities) (5)
  • Create different types of digital content for a variety of channels
    Linked to the following assessments:
    • Group project (1)
    • Lab activities (3 graded activities) (5)
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Assessment

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The assessments for this paper comprises individual and group assessments.
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Assessment Components

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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
35
  • Online: Submit through Moodle
2. Written background report (15%)
12 Sep 2022
6:00 PM
-
  • Online: Submit through Moodle
3. Audio visual final report (20%)
19 Oct 2022
6:00 PM
-
  • Online: Submit through Moodle
4. Critical reflections (6 graded activities)
30
  • Online: Submit through Moodle
5. Lab activities (3 graded activities)
25
  • Online: Submit through Moodle
6. Hootsuite certification
26 Oct 2022
6:00 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
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Required and Recommended Readings

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Required Readings

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Pulizzi. (2013). Epic Content Marketing. 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.

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Recommended Readings

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  • Odden, Lee. Optimize : How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. Wiley, 2012.
  • Tracy L. Tuten. (2020). Social Media Marketing, 4th Edition.
  • Zahay, Debra L., et al. Social Media Marketing : a Strategic Approach. 3rd ed., Cengage, 2022

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Online Support

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Scores/marks/grades, course documents, announcements and resources will be posted in Moodle. Students are advised to check the Moodle course site daily. For help understanding how to use Moodle, click here: https://www.waikato.ac.nz/teaching-and-learning/student-learning/help-with-technology/moodle-for-students .

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Workload

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This is a 15-pt paper with an average of three hours contact time per week. This would comprise two-hour lectures and four two-hour lab sessions held every fortnight, unless specified. Lab sessions will start in Week 3. Announcements will be made in class and on Moodle. Students are expected to supplement in-class lectures and lab sessions with additional preparation such as reading prescribed materials, team meetings, project work, studying and preparation of/for assessments. Students would need to come to class prepared.

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Linkages to Other Papers

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Prerequisite(s)

Prerequisite papers: MRKTG101 and MRKTG102

Corequisite(s)

Equivalent(s)

Restriction(s)

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