Faculty of Business and Economics

Postgraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield Second semester 2013 (Evening)
Coordinator(s)Mr Brian McCauley


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: 50%

Chief examiner(s)

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.