Search, Social Media and Video Marketing
Duration
- One Semester or equivalent
Contact hours
- 36 hours over the teaching period
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
Prerequisites
OR
Equivalent
Aims and objectives
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.
Unit Learning Outcomes (ULO)
Students who successfully complete this unit will be able to:
1. Critically evaluate the role of search engine technology and search engine optimisation in advertising industries
2. Examine the elements of search marketing in an advertising industry context
3. Apply user experience design principles in the context of search engine optimisation and search marketing
4. Use collaborative and creative skills to plan, develop and optimise a digital advertising campaign
5. Plan, develop and report on implementation of a video marketing strategy
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Hawthorn
Type | Hours per week | Number of Weeks | Total |
On-campus Class | 1 | 12 | 12 |
Online Lecture | 2 | 12 | 24 |
Online Learning activities | 8 | 12 | 96 |
Unspecified Activities Independent Learning | 1.5 | 12 | 18 |
TOTAL | 150 hours |
Swinburne Online
Type | Hours per week | Number of Weeks | Total |
Online Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Activity Report | Individual | 30% | 1, 2, 3 |
| Project Report | Individual | 40% | 1, 2, 3 |
Research Plan | Group | 30% | 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.
Reading materials
A list of reading materials and/or required texts will be made available in the Unit Outline.