Search, Social Media and Video Marketing

DIG20010 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

On-campus unit delivery combines face-to-face and digital learning.

2024 teaching periods


Higher Ed. Semester 2

29 Jul 24 - 27 Oct 24

3 Dec 24

Last self enrolment:
11 Aug 24

31 Aug 24

Last withdraw without fail:
13 Sep 24

Aims and objectives

The rapid evolution of digital channels has changed the way that people discover, communicate, learn and consume products. Brands have the ability to utilise these channels to reach out to customers and use their feedback to tailor communication, branding, and product strategies. This unit will provide practical skills in how to optimise content for search, as well has how to use create, target, launch and monitor marketing campaigns via the various social, display media and video channels.

Students who successfully complete this unit will be able to:
1. Critically Evaluate search engine technology and search engine optimization of web and mobile pages and landing pages.
2. Plan, budget, execute, report and optimise a search engine marketing campaign.
3. Analyse the structure and function of major social networking platforms.
4. Plan, budget, execute, report and optimise a social campaign.
5. Analyse the structure and function of major video platforms
6. Plan, budget, execute, report and optimise a video campaign.

Courses with unit

BA-ARTS3 Bachelor of Arts
BA-ARTPROF Bachelor of Arts (Professional)
BB-ARTBUS1 Bachelor of Arts/ Bachelor of Business
BB-ARTSC Bachelor of Arts/Bachelor of Science
BB-EDSART Bachelor of Education (Secondary) / Bachelor of Arts
BB-LAWART Bachelor of Law/Bachelor of Arts
BA-MCMN Bachelor of Media and Communication
BA-MCMPROF Bachelor of Media and Communication (Professional)
BB-DESMCMN Bachelor of Design/Bachelor of Media and Communication
BB-HSCMCMN Bachelor of Health Science/Bachelor of Media and Communication
BB-LAWMCM Bachelor of Law/Bachelor of Media and Communication
BB-MCMNBUS Bachelor of Media and Communication/Bachelor of Business
BA-SCRPRD Bachelor of Screen Production