MKF5601 Social media marketing
Faculty of Business and Economics
MKF5601 Social media marketing is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2025 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2025
- Semester 2
- Caulfield
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before MKF5601
Prohibitions
You can't enrol if you have passed any of these.
After MKF5601
No unit lists MKF5601 as a prerequisite in the 2025 handbook.
Enrolment rules
You must be enrolled in course A6004, A6009, A6030, B4001, B5001, B6010, B6014, B6042, B6047, B6052 or B6060 or be granted permission by the Chief Examiner to undertake this unit.
Equivalent units
The same content under another code. Only one of them counts.
Overview
This unit will extend understanding of digital marketing, in particular the role of new media. The social media landscape will be investigated, in terms of the tools and technologies, as well as consumers and communities. Approaches to understanding customers and stakeholders through the use of social media will be explored, and various strategies to engage with these stakeholders will be developed. Particular emphasis will be placed on understanding trends and changes in consumer behaviour as a result of social media, including examining why and how certain ideas spread and how businesses can meet the needs and wants of consumers through the social media landscape.
Offerings in 2025
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | On campus, block |
Assessment
- Artefact40%
- Written60%
Learning outcomes
When you finish this unit, you should be able to:
- 1
analyse and critically review the social media landscape
- 2
advise and authenticate how organisations can utilise social media to build an in-depth understanding of customers and stakeholders
- 3
evaluate and justify social media strategies to engage customers and stakeholders
- 4
debate and critically reflect how ideas spread through social media and devise strategies to meet consumers' needs and wants.
Workload and teaching
- Workshops23 hours
- Teaching approachProblem-based learning
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Contacts
- Chief Examiners
- Dr Luke Greenacre
Common questions
What are the prerequisites for MKF5601?
MKF5601 has no prerequisites, but enrolment rules apply.
When is MKF5601 offered?
In 2025, MKF5601 runs in Semester 2 at Caulfield.
How much work is MKF5601?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5601 have an exam?
No. MKF5601 has 2 assessment tasks and no exam.