Digital Marketing and Social Media Group Assessment (Suy: 18/10/2021)

SUBJECT OUTLINE 24104 Digital Marketing and Social Media

Subject coordinator Dr. Sonika Singh

Email: [email protected]

Room: CB08.11.33 (Marketing Discipline Group, Level 11 of the Dr. Chau Chak Wing Building, Building CB08)

Online Consultation Hours: Wednesday (8am - 9am), by appointment only

Appointments are allocated on a first-come, first-served basis. Please email 48 hrs in advance to setup an appointment. Please mention your name and ID in your email.

It is vital that you arrive at your appointment on time. Upon arrival please use the telephones situated at the Marketing Discipline Group entrance to dial the staff’s extension and notify them of your arrival. Students who arrive late may not be able to meet for their full 15-minute slot or may not be seen at all. If you want to cancel, or cannot make a previously booked appointment, please notify the staff member as soon as possible, preferably 24 hours in advance of your scheduled appointment slot.

Teaching staff Lecturer: Dr. Sonika Singh Email: [email protected]

Tutors:

Anna Sahgal ([email protected])

Kritika Deo ([email protected])

Sonika Singh ([email protected])

What to do when you have questions (IMPORTANT)

To reduce inefficiencies, the Digital Marketing Team requires that you follow strict protocol when you have a question or query. In most cases, the information that you require is available in this subject outline or on the Digital Marketing Canvas site.

If you cannot find the answer in the sources mentioned above then:

For general questions about the course and the project assessment, please email your tutor. They usually know the answer to most questions and will be able to assist with most problems. You will interact with your tutor on a regular basis and hence your tutor will be able to help find the best course of action.

For questions about midterm quizzes, final exams, and questions of a very personal nature, please email [email protected]. Please allow at least 48 hours for a response. Please use your UTS email address and note that emails should contain your NAME and ID Number.

For questions regarding student misconduct during teaching period and formal exams please email [email protected]. Please allow at least 48 hours for a response. Please use your UTS email address and

Course area UTS: Business Delivery Spring 2021; City Credit points 6cp Requisite(s) 24108 Marketing Foundations

These requisites may not apply to students in certain courses. There are also course requisites for this subject. See access conditions.

Result type Grade and marks

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[email protected]. Please allow at least 48 hours for a response. Please use your UTS email address and note that emails should contain your NAME and ID Number.

Do note that ALL SPECIAL CONSIDERATION CASES MUST GO THROUGH THE UTS STUDENTADMINISTRATION UNIT (SAU).

You should contact SAU directly regarding any special consideration requests and issues related to exam attendance. More information, as well as links to the relevant forms, can be viewed on the UTS Student Administration Unit (SAU)website (see http://www.sau.uts.edu.au).

Note: Due to university protocol, all correspondence with students will only be accepted from and made to UTS student email accounts

Subject description Marketing is a dynamic area of business that continues to evolve as a result of changes in technology, competitive landscape and consumer behaviour. This subject provides students with an opportunity to investigate issues that influence markets with an emphasis on the influence of digital and social media on the marketing of goods and services. Students examine digital platforms and their impact on marketing strategies.

Subject learning objectives (SLOs) Upon successful completion of this subject students should be able to:

1. examine emerging topics in digital marketing

2. evaluate the impact of digital marketing and social media on the organisation

3. compare previous marketing knowledge to digital marketing

4. formulate and implement digital marketing and social media strategies.

Contribution to the development of graduate attributes Emerging Marketing Issues & Social Media identifies current topics, for example, in society, technology and consumer behaviour, and investigates how these developments affect the formulation, implementation and success of marketing activities. This subject develops students’ marketing-oriented decision-making skills. The subject develops skills linked to the Faculty's graduate attribute that looks at developing critical, creative and analytical thinking by performing a social media analysis that results in a practical evaluations and recommendations of how businesses should adapt in future. The white paper requires students to evaluate brands and their competitors digital activities in the marketplace, which places students in a real-world business scenario. This will also develop the students’ business practice skills. Students will be placed into groups to work on this. The lectures and tutorials will link students’ previous marketing knowledge and discusses key impacts of emerging issues on business knowledge and concepts and how businesses will adapt in future through focused case discussions and current examples.

This subject contributes to the development of the following graduate attributes: Business knowledge and concepts Critical thinking, creativity and analytical skills Business practice oriented skills

Teaching and learning strategies The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. Students will need to access materials (available on the learning management system) prior to each week’s class and complete any set activities to ensure adequate preparation. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. Tutorials and lectures will include time where students will work together in student led discussion of the exercise and/or case with the provision of tutor and peer feedback. These classes are supplemented with both printed and electronic learning materials and resources which students use to prepare and complete activities. The UTS Learning Management System is used to share information and encourage interaction between staff and students. Students also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Feedback throughout the session will be given on a weekly basis, verbally and formatively by the tutors to clarify student’s understandings of key concepts. Further feedback will be provided on assessment items throughout the

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session. Formative feedback of the group progress report will be available prior to Census date.

Content (topics) Contemporary issues in business and marketing1.

Introduction to digital channels2.

Consumer behaviour on digital platforms3.

Social media marketing4.

Mobile marketing5.

Web Marketing6.

Adoption of digital channels7.

Digital marketing safeguards8.

Program Week/Session Dates Description

1 4 Aug Lecture: Introduction to Digital Marketing & Social Media

Tutorial: Group formation

2 11 Aug Lecture: Contemporary Issues in Business and Marketing & Introduction to Digital Channels

Key trends, types of channels and implications for marketing

Tutorial: Digital Media and Group Project Info Session

3 18 Aug Lecture: Social Media Marketing

Blogs and media sites

Tutorial: Social Media-Social Listening

4 25 Aug Lecture: Content Marketing

Tutorial: Understanding data obtained from Social Media-Part 1

5 1 Sept Lecture: Consumer Behaviour on Digital Platforms

Tutorial: Understanding data obtained from Social Media-Part 2

6 8 Sept Lecture: Digital strategy

Tutorial: Understanding data patterns; Progress report due (not graded)

7 15 Sept Lecture: Individual assessment task (30%)

Tutorial: Listen to Data & Analytics Lecture recording and work on activity

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- 20-26 Sept STU VAC

No Lecture

No Tutorial

8 29 Sept Lecture: Social & E-Commerce

Tutorial: Each group to progress their project in the tute session

9 6 Oct Lecture: Mobile Marketing & Web Marketing

Tutorial: Case study- An application to Social Media

10 13 Oct Thriving in a Digital World

Tutorial: Case study-An application to Social Media

11 20 Oct Lecture: Brand Socia Media Strategies

Tutorial: Each group to progress their project in the tute session

Project submission due on 21st October, Thursday, by 10:00am

12 27 Oct Lecture: Self Study for Exam. No lecture.

Tutorial:No tutorial.

Assessment period 6 - 27 Nov Formal Exam Period

Final Exam (40%)

Information about final exam will be communicated by the university to students.

If there any changes to the subject outline, perhaps due to unforeseen circumstances, they will be announced in lectures and/or on UTS Canvas. It is your responsibility to note any changes and stay informed.

UTS Canvas is the main source of communication. It is the student responsibility to read announcements/updates on UTS Canvas. Students MUST attend the lecture and tutorial which they are enrolled into.

NOTE - To comply with advice from NSW Health, the planned delivery of this subject for Spring 2021 has been adjusted. All activities in this subject planed for campus in the first 4 weeks of the Spring 2021 Session will be online. This is a temporary change. After restrictions are eased activities will return to the timetabled format. Please log into Canvas and monitor your UTS email for the latest advice concerning subject delivery and assessment information.

Assessment Assessment task 1: Project (Group) Objective(s): This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 30%

Task: Examine the effectiveness of social media marketing efforts for the chosen brand Group Project

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Task: Examine the effectiveness of social media marketing efforts for the chosen brand Group Project (30%):

Groups of students (4-6) participate in a project to explore the use of social media by a brand or company.

Completion of this task requires the group to provide a whitepaper. The length of the whitepaper should be upto a max of 12 page word document including references and diagrams, 12 point Times New Roman font, 1.5 line spacing. Page 1 of the whitepaper should be an infographic of your whitepaper for your chosen brand/company. Besides 12 pages of whitepaper, you can also include an additional title page with clearly indicated group member names and id. Table of contents is not required.

The suggested approach is:

1. A project progress report is to be submitted online in week 6 during your tutorial time - this report should contain the names of the group members, the name of the brand (any global/Australian brand) and its major competitor, social media platform chosen for project and the type of data, amount of data collected and analysis conducted on the data. A form to fill out the progress report will be made available on UTS Canvas in week 5.

2. Each group will follow the brand and its competitor on any one social media platform-Facebook OR Instagram OR LinkedIn. The group will track key social media metrics (related to the brand as well as its competitor) and conversations (for both the brand and its competitor) on the chosen social media platform. In addition, the groups can supplement their data from Google Trends (free access website tracking keyword search metrics; this is optional). All data should be collected in the same time frame i.e. past one year, and including the most recently available data. Each group will analyze their data and write a whitepaper based on their analysis.

3. You are required to submit a softcopy of the whitepaper and data collected for the study in Week 11. More instructions on the project and e-submissions will be provided in class.

4. Write a white paper from the perspective of a digital media consultant advising a brand/company on their digital media effectiveness. The white paper should address the following criteria:

a.) Present an infographic summarizing your entire whitepaper (5%)

b.) What is the brand doing well / not doing as well at & what is their competitor doing well/not so well (5%)

c.) Report your data analysis (5%)

d.) What are your findings based on your analysis? (5%)

e.) What would you recommend the brand/company do in the future to improve its digital media effectiveness(5%)

f.) The readability and format of the white paper & the convincingness of the communication (5%)

For the project, remember to consider the features and strengths/weaknesses of the social media and the suitability of brand/company you are representing.

The following resources will help with the group project:

- a sample of white paper format will be provided on UTS Canvas

- ensure you use social media data to strengthen your analyses.

-refer to reference texts, academic articles, company websites and other credible sources for reliable information

Length: The whitepaper can have a maximum length of a 12 page word document.

Due: Electronic submission of the group whitepaper, data in excel spreadsheets is due no later than 21st

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Due: Electronic submission of the group whitepaper, data in excel spreadsheets is due no later than 21st October, Thursday, 2021.

Further information:

Note 1: In addition to the information given above, guidelines, instructions, and specific criteria for the assessments wil be placed on UTS Canvas at an appropriate time during the semester. It is a requirement for the assessment item that all students review this information before attempting this assessment task.

Note 2: If there are any changes to the assessment details or any of the above information, they will be announced in lectures and/or on UTS Canvas. It is your responsibility to note any changes and stay informed.

Assessment task 2: In class exercise (Individual) Objective(s): This addresses subject learning objective(s):

1, 2 and 3

Weight: 30%

Task: Individual Task (30%). The quiz will be multiple choice questions. ALL lecture (including associated readings) and ALL tutorial content from week 1 to week 6 will be examined in the quiz.

Length: 20 minutes task

Due: Online quiz in week 7.

Further information:

Note 1: Students who do not attend the faculty based mid-session exam will have the weighting of that assessment added to the final examination conditional on the students submitting, receiving approval and complying with the requirements of special consideration in accordance with the UTS rules. If the composite mark for the final exam then totals more than 50 percent and the student is in the final subject of their degree, the UTS rules on borderline result (range of 45-49) shall apply whereby students will be allowed to undertake a supplementary final examination. Where a student completes and passes a supplementary examination, the maximum mark awarded for the subject will be 50 Pass.

Note 2: In addition to the information given above, guidelines, instructions, and specific criteria for the assessments will be placed on UTS Canvas at an appropriate time during the semester. It is a requirement for the assessment item that all students review this information before attempting this assessment task.

Note 3: If there are any changes to the assessment details or any of the above information, perhaps due to unforeseen circumstances, they will be announced in lectures and/or on UTS Canvas. It is your responsibility to note any changes and stay informed.

Assessment task 3: Final Exam Objective(s): This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 40%

Task: The examination will be open book exam and is worth 40% of the total assessment for this subject. Details of the exam will be given closer to the exam date. Information about material for the examination will be provided on UTS Canvas.

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Due: UTS Exam period

Further information:

The examination is conducted under University Examination conditions, and hence addresses secure assessment concerns. All essay questions are new each semester.

Note 1: In addition to the information given above, guidelines, instructions, and specific criteria for the assessments wil be placed on UTS Canvas at an appropriate time during the semester. It is a requirement for the assessment item that all students review this information before attempting this assessment task.

Note 2: If there are any changes to the assessment details or any of the above information, perhaps due to unforeseen circumstances, they will be announced in lectures and/or on UTS Canvas. It is your responsibility to note any changes and stay informed.

Use of plagiarism detection software The plagiarism detection software TurnitIn will be used by the subject coordinator if a student piece of work appears to be plagiarised.

Minimum requirements Students must achieve at least 50% of the subject’s total marks.

Required texts This is a "textbook zero" subject. The content will be provided through readings from academic and practitioner resources online. Additionally, you are strongly recommended to subscribe to the free Social Media Examiner (bit.ly/socialexaminer). This will provide daily content and keep you informed of the latest research and news.

References The speed that the digital space is moving means new resources are available every day. Selected readings will be posted before each session which students are expected to read and prepare for discussion in class. Some reference texts are:

Digital Marketing: A Practical Approach 2nd Edition Author: Alan Charlesworth ISBN-13: 978-0415834834

Digital Marketing: The Essentials Author: Charles Hofacker ISBN: 1788115368

Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media Authors: Matthew Ganis, Avinash Kohirkar ISBN-13: 978-0133892567

Academic liaison officer Dr Robert Czernkowski, Accounting Discipline Group, telephone 9514 3736 Dr Mario Fiorini, Economics Discipline Group, telephone 9514 3339 Dr Otto Konstandatos, Finance Discipline Group, telephone 9514 7758 Dr Kyuseop Kwak, Marketing Discipline Group, telephone 9514 3150 Associate Professor Nico Schulenkorf, Management Discipline Group, telephone 9514 5368

Any arrangements should be negotiated within the first six weeks of session.

Support Student Services Unit/Counselling: Student Services provides a range of free and confidential professional services to support different aspects of your life and learning at UTS. These services include counselling for personal and learning problems or issues. If you are experiencing difficulties with your overall study program, for whatever reason, telephone +61 2 9514 1177 (City campus).

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disabilities, medical or mental health conditions, including temporary injuries (e.g., broken limbs). The Accessibility Service works with Academic Liaison Officers in each Faculty to provide ‘reasonable adjustments’ such as exam provisions, assistive technology, requests and strategies for managing your studies alongside your health condition. If you are unsure whether you need assistance, we recommend getting in touch early and we can provide advice on how our service can assist you. Make an appointment with an Accessibility Consultant (AC) on +61 2 9514 1177 or [email protected].

The Financial Assistance Service can assist you with financial aspects of life at university, including Centrelink information, tax returns and budgeting, interest-free student loans and grants to assist with course-related costs. Check eligibility and apply online and make an appointment on +61 2 9514 1177 or [email protected].

Improve your academic and English language skills: Marks for all assessment tasks such as assignments and examinations are given not only for what you write but also for how you write. If you would like the opportunity to improve your academic and English language skills, make an appointment with the HELPS (Higher Education Language and Presentation Support) service in Student Services.

HELPS(Higher Education Language and Presentation Support): HELPS provides assistance with English language proficiency and academic language. Students who need to develop their written and/or spoken English should make use of the free services offered by HELPS, including academic language workshops, vacation intensive courses, drop-in consultations, individual appointments and Conversations@UTS. HELPS is located in Student Services, Building 1, Level 5, Room 25 (CB01.05.25).

Study skills/learning support: If you are experiencing difficulty with your studies or need to develop the necessary study skills you require for your course, there is a host of useful information and websites to help you on the UTS Business School, Study and Assessment Resource website. Links on how to write better, study more effectively, available support services/staff to help, how to complete assignments; as well as tips for successful study and online study skills resources can all be accessed. In addition, HELPS provides self-help resources.

Special consideration: Special consideration consists of the exercise of academic discretion to provide equitable treatment to students whose performance in an assessment item is affected by illness, misadventure or work-related circumstances. You should only apply for special consideration when your performance in an assessment item, including examinations, has been affected by extenuating or special circumstances beyond your control. These circumstances include:

Serious illness or psychological condition: such as hospital admission, serious injury or illness, severe anxiety or depression Loss or bereavement: such as death of a close family member, family relationship breakdown Hardship or trauma: such as being a victim of a crime, sudden loss of income or employment, severe disruption to domestic arrangements Exceptional employment demands: such as active service (e.g. ADF Reserves, bushfire and SES services).

Special consideration is not automatically guaranteed and may not result in a mark adjustment

Careers Service: The UTS Careers Service aims to actively support the career development needs of all UTS students.

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All staff and students involved in the assessment of coursework subjects at UTS are subject to the Policy for the Assessment of Coursework Subjects. The policy is applicable to the assessment of all coursework subjects. This policy does not apply to thesis subjects that are taken by students enrolled in research degrees, but does apply to any coursework subjects undertaken by research degree students. It does not describe policy that relates to academic progression through a course of study.

The policy should be read in conjunction with the Procedures for the Assessment of Coursework Subjects.

Statement on copyright Australian copyright law allows you as a student or researcher to copy and use limited amounts of other people's material in your study or research without their permission and free of charge.

This applies to any sort of published or unpublished work and includes written material, tables and compilations,

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designs, drawings (including maps and plans), paintings, photographs, sculpture, craftwork, films (such as feature films, television programs, commercials and computer video games), software (such as computer programs and databases), sound recordings, performances and broadcasts (including podcasts and vodcasts of these) and text, including books, journals, websites, emails and other electronic messages.

It is important to remember that you can only use a limited amount for your study or research purposes and that you need to correctly acknowledge the author and reference their material when you use it in your work.

Incorrect or improper use of copyright protected material could result in breaking Australian copyright law, for which significant penalties apply. Incorrect or improper use of copyright protected material at UTS would result in consideration under the UTS Student Misconduct rules.

UTS Rules and the UTS Student Charter require that students familiarise themselves and comply with UTS student policies and procedures. Students should also see the copyright statement advising what you can copy and how much you can use.

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Please remember that teaching materials and course resources provided to you at UTS are protected by copyright. You are not permitted to re-use the UTS teaching materials for commercial purposes without the permission of the copyright owner. Improper or illegal use of teaching materials may lead to prosecution for copyright infringement. For further information see UTS copyright for students and researchers.

Statement on plagiarism At UTS, plagiarism is defined in rule 16.2.1(4) as: 'taking and using someone else's ideas or manner of expressing them and passing them off as his or her own by failing to give appropriate acknowledgement of the source to seek to gain an advantage by unfair means'.

The definition infers that if a source is appropriately referenced, the student's work will meet the required academic standard.

Plagiarism is a literary or an intellectual theft and is unacceptable both academically and professionally. It can take a number of forms including but not limited to:

copying any section, no matter how brief, from a book, journal, article or other written source without duly acknowledging the source copying any map, diagram or table of figures without duly acknowledging the source paraphrasing or otherwise using the ideas of another author without duly acknowledging the source.

Students are encouraged to participate in the Avoiding Plagiarism Quiz.

Other breaches of academic integrity that constitute cheating include but are not limited to: copying from another student, recycling another student's work, recycling previously submitted work, and working with another student in the same cohort in a manner that exceeds the boundaries of legitimate cooperation purchasing an assignment from a website and submitting it as original work a student requesting or paying someone else to write original work for them, such as an assignment, essay or computer program, and submitting it as their own work.

Students who condone plagiarism and other breaches of academic integrity by allowing their work to be copied are also subjected to severe disciplinary action.

Where proven, plagiarism and other breaches of academic integrity are penalised in accordance with UTS Student Rules Section 16 – Student misconduct and appeals.

Avoiding plagiarism is one of the main reasons why the UTS Business School is insistent on the thorough and appropriate referencing of all written work. Students may seek assistance regarding appropriate referencing through UTS HELPS.

Academic integrity

Academic integrity involves a good measure of trust between students, and between students and academic staff and thesis examiners. Cheating, whether in the form of plagiarism, bringing unauthorised material into exams, submitting false requests for alternative exams or special consideration, or any other form, is a breach of this trust. Cheating also subverts the aims and value of students' studies.

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subverts the aims and value of students' studies.

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