Diploma of Social Media Marketing

Plan, implement and manage content marketing.

This unit describes the skills and knowledge required to plan, implement and manage content marketing for an organisation.

It requires the ability to identify content marketing opportunities, arrangements, trends and software. It also requires the ability to develop a content marketing strategy and implementation plan and to create content assets.

This unit applies to individuals working in marketing positions who are solely or collaboratively responsible for content published on digital marketing channels and who have responsibility for planning, implementing and managing the organisation’s content marketing strategy.

Plan, conduct and optimise organic social media marketing.

This unit describes the performance outcomes, skills and knowledge required to perform, conduct and optimise organic social media marketing campaigns and activities for an organisation to achieve marketing objectives without a paid advertising budget.

It requires the ability to establish an organic presence of social media channels, develop an organic social media marketing strategy, conduct

organic social media marketing, and increase efficiency of organic social media marketing activities.

The social media channels referred to may include Facebook, Instagram, LinkedIn, Twitter, YouTube, Snapchat, Pinterest, WeChat, Tik Tok, Messenger, and WhatsApp.

The unit applies to individuals who manage and optimise organic social media marketing campaigns and activities for an organisation. This includes business owners who manage their own marketing activities, and employees, freelancers and marketing consultants who manage organic social media marketing activities for an organisation.

Plan, manage and optimise paid social media advertising.

This unit describes the performance outcomes, skills and knowledge required to plan, manage and optimise paid social media advertising campaigns with the aim of achieving marketing objectives for an organisation.

It requires the ability to develop paid social media advertising strategies; to build paid social media advertising campaigns and to create effective social media advertisements.

It also requires the ability to optimise delivery of the paid social advertisements to maximise returns.

The unit applies to individuals who plan, manage and optimise paid social media advertising campaigns for an organisation. This includes business owners who manage their own marketing and advertising activities, and employees, freelancers and marketing consultants who manage paid social media advertising campaigns for an organisation.

Establish, build and leverage a personal brand on social media.

This unit describes the performance outcomes, skills and knowledge required to establish, build and leverage a personal brand on social media.

It requires the ability to identify and apply personal branding opportunities on social media. It also requires the ability to market a personal brand on social media.

This unit applies to individuals across all industries and levels of employment that are required to interact in a public arena and present their own personal brand or the personal brand of other individuals in a professional manner.

Plan, implement and manage social media conversion strategies.

This unit describes the skills and knowledge required to plan, implement and manage social media conversion strategies to achieve an organisation’s marketing goals and foster an ongoing relationship with its target audience.

It requires the ability to build landing pages that entice visitors to complete an action; to serve retargeting advertisements that appear in social media feeds after someone has interacted with the business; and to build marketing emails to nurture prospects.

This unit applies to individuals working in marketing positions who are solely or collaboratively responsible for planning, implementing and managing conversion strategies, which may include copywriting, web asset development, retargeting and email marketing.

Develop a social media strategy.

This unit describes the performance outcomes, skills and knowledge required to plan and evaluate the use of social media. It requires the ability to determine suitable social media platforms, plan appropriate use and evaluate the effectiveness of social media activity.

This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.

Design and develop marketing communication plans.

This unit describes the skills and knowledge required to identify and evaluate a range of marketing communication mediums to design and develop marketing communication plans.

The unit applies to individuals who work in advertising, public relations, marketing or other promotional roles who plan electronic communications to effectively convey marketing communication messages and support achievement of marketing objectives.

Establish and monitor the marketing mix.

This unit describes the skills and knowledge required to identify and establish an effective marketing mix for a business. It includes preparing, implementing and monitoring the market mix.

The unit applies to individuals who have management roles in marketing and are responsible for developing marketing and promotional mix within an organisation. These individuals may monitor the marketing mix to adjust according to new marketing opportunities identified.

Undertake project work.

This unit describes the skills and knowledge required to undertake a minor project or a section of a larger project. It covers developing a project plan, administering and monitoring the project, finalising the project and reviewing the project to identify lessons learned for application to future projects.

The unit applies to individuals who play a significant role in ensuring a project meets timelines, quality standards, budgetary limits and other requirements set for the project.