Faculty of Business and Economics

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Monash University Handbook 2011 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2011 (Evening)
Coordinator(s)Mr Peter Wagstaff


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 social media metrics, including exposure to analytical tools, and the evaluation and reporting of strategic outcomes.


The learning goals associated with this unit are to:

  1. develop an understanding of the social media landscape;
  2. identify how organizations can utilize social media to build an in-depth understanding of customers and stakeholders;
  3. construct social media strategies to engage customers and stakeholders;
  4. understand how social media metrics can be used to measure the effectiveness of those strategies.


Within Semester Assessment: 50%
Examination (2 hours): 50%

Contact hours

39 contact-hours


Students must have completed one of the following: MKX9160, MKX9550, MKX5461, MBA9006 or an undergraduate major in Marketing before undertaking this unit.