Finishing off the semester

Students please remember there are 2 tasks left before we can close up our class.

Firstly, you have a semantic analysis problem to solve:

This work must be presented on 5 May in class.


And for the final, you will present your media campaign

Remember, for the campaign, you will not “create” the campaign, you will just pitch your ideas.

This will be presented on 26 May in class.

NOTE: There is no class on 12 May or 19 May (public holiday)



Assignment 2

set: 21 April 2017     due: 5 May 2017

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

You will present your findings in class on 5 May 2017.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point  

Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?
2. When was the search term found?  
3. Where was the search term found? e.g., Twitter
4. Who mentioned the search term? e.g., @McDonaldsFan

Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.


Final Assessment – Media Campaign

set: 19 March 2017           due: 26 May 2017

The final assessment for MARK526 Social Media Marketing will be in the form of a presentation.

In the presentation you will relate a multi media campaign for a product or service.

The campaign will include at least 3 social media platforms, including Instagram and Twitter.

You will present your campaign on 26 May in class.


Mid Term Presentation

set: 18 March 2017                    due: 7 April 2017

The assessment for mid term will be in the form of a presentation.

You will select an organisation, and make a critique of its social media presence.

You will present at least one example of each social media platform being used.

Comment on whether it is possible to notice the move from traditional mass media towards a digital social platform.

Use PowerPoint or Prezi for the presentation.

You will have 20 minutes to present.



Assignment 1 – Modern marketing strategy

set: 24 February 2017         due: 10  March 2017

Read chapters one and two of the etext: Stokes, R, 2013, eMarketing – the essential guide to marketing in a digital world, 5th edition

Answer the following questions:

  1. Why is it important to consider the business context when planning your marketing strategy?
  2. How has the Internet affected marketing and the models we use to understand it?
  3. Do you agree with the idea that customers are more empowered than they were before digital communications were so prevalent? Why?

Keep your answers brief and precise. Add them as a post to your blog, with the hashtag#MARK526, tag and category assignment. In the comments below, add your student number, name and URL link to your blog post.

Welcome to MARK526 Social Media Marketing

Dear Students

Welcome to your course MARK526 Social Media Marketing for Semester Spring 2016/2017.

I am sure we are going to have a very successful course.

We will cover all aspects of using social media for Marketing, through practical applications and assignments, as well as theory.

Here is the course outline for this semester. mark526-social-media-marketing-course-outline

Please follow the blog, so that when new resources and assignments are added, you will be notified by email.

Good luck with everything. And see you in class 🙂

your instructor

Dr. Karen Howells


Grades Submitted


MAN540 Strategic Management

Grades have been submitted to the Academic Information System

Congratulations everyone!

Not happy with your grades?

Remember: Lecturers do not GIVE grades. Students EARN grades.

Before asking your lecturer for a higher grade, think about how the lecturer calculated your grade. Even one piece of missing work can result in a lower grade. The lecturer has a marking scheme when they mark the final exams, they are looking for certain items to be on the paper before giving marks. You don’t get lots of marks simply because you wrote a lot. Being unhappy with your grade is not a legitimate reason for asking for a grade change. Needing a higher CGPA is not a reason for badgering individual lecturers for higher grades. Just because you submitted an assignment doesn’t mean you will get full marks for it. Submitting work late can also mean a reduction in marks. Lecturers can only mark what is in front of them. They can’t give you marks just because they like you.



Grades submitted


MARK526 Social Media Marketing

Congratulations everyone on an excellently completed course.

We all learned a lot, and became more aware of the variety of social media, and how we can analyse if the social media is effective.

Good luck with your marketing careers!

Dr Karen Howells