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Unit of Study

Strategic Use of Social Technology
UoS Code SMBA6112
Credit points 6
Offered Intensive November
Prerequisites None
Corequisites SMBA6001
Assumed Knowledge
Additional Information
Lectures 4 hr lecture/workshop and/or full-day participatory lectures/workshops over semester
Assessment group assignment 1 (30%), group assignment 2 (40%), individual assignment (30%)
Description When the tools of management change, strategic approaches must change too. Though managers have become keenly aware that Facebook, Twitter, YouTube and other social media technologies can be pivotal for gaining competitive advantage, few companies have comprehensive strategies that incorporate these capabilities. This course will offer frameworks for leveraging these technologies to stoke conversations, co-create experiences and stories, and build engaging relationships with consumers. This unit focuses on ways social technologies can be harnessed, and also on ensuring that these tactics are incorporated into the organization\\\'s overarching marketing strategy, emphasising the need to acknowledge ongoing technological change, and how to use effective management structures to ensure that your organisation is adaptable enough to adjust, and innovate, to stay ahead.