Aims and Fit of Module

Social media marketing is an emerging and rapidly developing discipline with substantive changes periodically occurring in industry and academic research. While much of social media marketing is focused on the promotional mix, it also is used for customer care, research and more. The field has shifted from one focused on the influence of individual consumers in social channels to one including bots, AI, and influencers. This module provides students with both academic (theories and concepts) and practical grounding underlying strategic decisions for the use of social media for marketing and the implications of the emerging developments in the area. Discussions, study cases and examples will bring these theories to life.

Learning outcomes

A. Critically analyze and use social media tools to assess a business practice
B. Apply project management and communication skills in devising a credible social media campaign.
C. Assess the psychological factors that underpin digital consumer behaviors through the exploration of new and emerging themes.
D. Critically reflect on the ethical dimensions and value generated from social media marketing

Method of teaching and learning

Based on the philosophy of Syntegrative Education, this module’s delivery pattern follows more intensive block teaching, and allows more meaningful contribution from industry partners. This delivery pattern provides space for students to concentrate on completing the problem-based and project-oriented assessments.
This module will be delivered through a series of key lectures/seminars. In addition, students will be required to analyse a number of cases, determining what worked and why.