Module Catalogues, Xi'an Jiaotong-Liverpool University   
 
Module Code: MAN426
Module Title: Social Media Marketing
Module Level: Level 4
Module Credits: 5.00
Academic Year: 2019/20
Semester: SEM1
Originating Department: International Business School Suzhou
Pre-requisites: N/A
   
Aims
The module aims to provide students with an understanding of social media marketing in terms of contemporary online technology, theoretical, conceptual and practical applications, and develop skills applicable to managing social consumer and a wide-ranging analysis of the issues involved in social media marketing.
Learning outcomes 
A. Identify and take account of key developments in the internet marketing environment and the impact of social media marketing on the marketing activities of organisations.

B. Comprehend, interpret and reflect upon current and practitioner issues in social media marketing.

C. Identify and apply the key theories of social media marketing.

D. Appreciate the competitive advantages of understanding the buying behaviour of social consumers.

E. Critically evaluate the marketing mix decisions that need to be taken to support social media marketing activity.


Method of teaching and learning 
• The module involves a range of teaching strategies including lectures, student-led seminars, case studies (including video case studies), guest lectures and corporate visits.

• Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazines and press articles.

• Independent research and study will be encouraged throughout to complement group work activities.

• Students will be exposed to case studies on a range of organisations.

• Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members.

Syllabus 
• The revolution of internet marketing

• Strategic planning with social media

• Social consumers

• Digital communities

• Social media marketing tools and techniques

• Social media for consumer insights

• Social media metrics

• Ethics and social responsibility in social media marketing
Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26  6        118  150 

Assessment

Sequence Method % of Final Mark
1 Individual Assignment 50.00
2 Group Assignment 50.00

Module Catalogue generated from SITS CUT-OFF: 6/6/2020 11:11:50 PM