Search, Social Media and Video Marketing
Overview
This unit explores how advertisers use search engines, social media and video platforms to deliver advertising and make use of the knowledge gleaned from search queries to engage with audiences. Students will learn about search engine optimisation and search marketing to prospective customers; how social media advertising is targeted based on user online activity and the opportunities available to advertisers through video platforms.
Requisites
MDA10001 Introduction to Media Studies
Rules
ADV10001 Principles of Advertising
AND
MDA10001 Introduction to Media Studies
OR
MDA10018 Content Creator Lab
OR
JOU10007 Media Content Creation
Learning outcomes
Students who successfully complete this unit will be able to:
- Critically evaluate the role of search engine technology and search engine optimisation in advertising industries
- Examine the elements of search marketing in an advertising industry context
- Apply user experience design principles in the context of search engine optimisation and search marketing
- Use collaborative and creative skills to plan, develop and optimise a digital advertising campaign
- Plan, develop and report on implementation of a video marketing strategy
Teaching methods
Hawthorn
Type | Hours per week | Number of weeks | Total (number of hours) |
---|---|---|---|
Online Lecture | 2.00 | 12 weeks | 24 |
On-campus Class | 1.00 | 12 weeks | 12 |
Specified Activities Various | 8.00 | 12 weeks | 96 |
Unspecified Activities Various | 1.50 | 12 weeks | 18 |
TOTAL | 150 |
All Applicable Locations
Type | Hours per week | Number of weeks | Total (number of hours) |
---|---|---|---|
Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
TOTAL | 150 |
Assessment
Type | Task | Weighting | ULO's |
---|---|---|---|
Activity Report | Individual | 25% | 1,2,3 |
Project Report | Individual | 35% | 1,2,3 |
Research Plan | Group | 40% | 1,2,3,4,5 |
Content
- Introduction to Search Engine Optimisation and its elements
- Paid search
- Conversion rate optimisation
- A/B and multivariate testing
- Demonstration of User Experience Design in the Advertising Context
- Introduction to Social Media Advertising
- Advertising across Video Channels
- Produce marketing content using video applications
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.