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

  • 24 hours face to face + blended

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

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.

Unit Learning Outcomes (ULO)
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