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Unit of study_

MKTG6998: Social Media Analysis

Semester 2, 2021 [Normal day] - Camperdown/Darlington, Sydney

Social media is now ubiquitous and serves as an important marketing channel. However, data from social media tend to be unstructured and difficult to interpret. This unit introduces students to methods to conduct and communicate marketing research from social media.

Unit details and rules

Unit code MKTG6998
Academic unit Marketing
Credit points 6
Prohibitions
? 
MKTG6999
Prerequisites
? 
None
Corequisites
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Shoutong Zhang, shoutong.zhang@sydney.edu.au
Type Description Weight Due Length
Assignment Individual assignment
Individual Assignment
40% Formal exam period
Due date: 22 Nov 2021 at 17:00
2000 words
Outcomes assessed: LO1 LO4 LO5
Assignment group assignment Group assignment 1
n/a
28% Multiple weeks 25 minutes
Outcomes assessed: LO2 LO3 LO4 LO6
Participation Participation
Business Research Component participation.
2% Week 12 Varies
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Assignment group assignment Group assignment 2
n/a
30% Week 13 2000 words
Outcomes assessed: LO2 LO3 LO4 LO6
group assignment = group assignment ?

Assessment summary

Assessment type Assessment title Length/duration Assessment type description Weight Week due Due date & time Closing date Exam / test duration Learning outcomes Individual or group Pass/fail? Up Down Edit Del
Assignment Group assignment 1 25 minutes n/a 28% Multiple weeks       2, 3, 4, 6 Group No        
Assignment Group assignment 2 2000 words n/a 30% Week 13       2, 3, 4, 6 Group No        
Total for Group work 58%
In-class assessment
Assessment type Assessment title Length/duration Assessment type description Weight Week due Due date & time Closing date Exam / test duration Learning outcomes Individual or group Pass/fail? Up Down Edit Del
Participation Participation Business Research Component Business Research Component 2% Week 12       1,2,3,4,5 Individual No        
Total for In-class assessment 2%
Submitted work
Assessment type Assessment title Length/duration Assessment type description Weight Week due Due date & time Closing date Exam / test duration Learning outcomes Individual or group Pass/fail? Up Down Edit Del
Assignment Individual assignment 2000 words Individual Assignment 40% STUVAC       1, 4, 5 Individual No        
Total for Submitted work 40%

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Late submission is not accepted for group assignments. Late submission for individual assignment is judged on circumstances.

Academic integrity

The Current Student website  provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.  

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. Use the data available on social media platforms for marketing research purposes
  • LO2. Identify and present social media data in meaningful ways
  • LO3. Conduct appropriate marketing analyses on social media data
  • LO4. Translate social media data to business insight
  • LO5. Plan and evaluate social media marketing efforts
  • LO6. Collaborate as part of a team to conduct a project and presentation

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

This is the first time this unit has been offered

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.