Social Media Branding and Engagement

MDA80007 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • 36 hours

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

2023 teaching periods


Higher Ed. Semester 2

31 Jul 23 - 29 Oct 23

5 Dec 23

Last self enrolment:
13 Aug 23

31 Aug 23

Last withdraw without fail:
15 Sep 23

Aims and objectives

This unit introduces students to methods of individual and organisational methods of social media branding and engagement practices. Students will use a critical analysis of social media cultures and their articulation into professional audience engagement practices. Students will also be taught how to create social media content in response to audience analytics and to build communities around engagement practices.

Students who successfully complete this unit will be able to:
1. Undertake and present a critical analysis about the social, cultural and technological aspects of social media cultures of engagement
2. Plan and produce a social media content strategy to branding and engagement in an individual and an organisational context
3. Apply research about specific social media platform analytics and content creation techniques to evaluate branding and engagement practices over time
4. Identify, discuss and implement social media branding and engagement practices according to systematic, rigorous and ethical professional values for online spaces