Courses :: Module, SOCIAL MEDIA

	Overview
	In a digitally connected world, it is becoming increasingly important that social media and social networking skills are integrated into our business and marketing programmes. Social media has grown to be one of the primary communication channels on the internet. It has also become an essential component to many organisations in their digital marketing strategies. This module addresses the many issues surrounding this phenomenon, and provides a high level overview to help individuals and firms navigate social media to gain a competitive edge. As well as covering the theoretical underpinnings of social media and its relationship to business objectives, it also requires students to undertake a practical examination of how to make use of social media for the purposes of information gathering, the maintenance of business contacts, market design, and decision-making. This module enables course participants to harness the power of social media as a core driver of the marketing strategy for their organisation. The module introduces you to the concept of engaging with, and acquiring customers using the creation and sharing of media content. On completion of this module, the learner will understand the value of social amplification and what makes content shareable within social networks. This module equips the student with the knowledge and skills to target your audience select your platform and make use of social listening and competitor analysis and to successfully resource a content management function. Finally, the module seeks to provide students with a set of tools to gauge social media practices and performance. In part, the module will develop a theoretical awareness of the different values of specific social media within a polymedia environment.

Overview

In a digitally connected world, it is becoming increasingly important that social media and social networking skills are integrated into our business and marketing programmes. Social media has grown to be one of the primary communication channels on the internet. It has also become an essential component to many organisations in their digital marketing strategies.

This module addresses the many issues surrounding this phenomenon, and provides a high level overview to help individuals and firms navigate social media to gain a competitive edge. As well as covering the theoretical underpinnings of social media and its relationship to business objectives, it also requires students to undertake a practical examination of how to make use of social media for the purposes of information gathering, the maintenance of business contacts, market design, and decision-making. This module enables course participants to harness the power of social media as a core driver of the marketing strategy for their organisation. The module introduces you to the concept of engaging with, and acquiring customers using the creation and sharing of media content. On completion of this module, the learner will understand the value of social amplification and what makes content shareable within social networks.

This module equips the student with the knowledge and skills to target your audience select your platform and make use of social listening and competitor analysis and to successfully resource a content management function. Finally, the module seeks to provide students with a set of tools to gauge social media practices and performance. In part, the module will develop a theoretical awareness of the different values of specific social media within a polymedia environment.

	Learning Outcomes
	On successful completion of the module, students should be able to: Demonstrate an understanding of the advantages and disadvantages associated with social media; Review of the various social media zones, platforms and purposes; Recognise the implications of social media for organisations and consumers; Critically evaluate of the specificity of the different social media, and their role in a polymedia environment; Disseminate news and information on a number of platforms that builds a conversation, promotes trust and creates advocates for an organisation; Recognise the importance of evaluation and develop a set of appropriate criteria for assessing the various user practices and value to an organisation; Understand how to integrate social media marketing into the Integrated Marketing Plan to promote brand/company awareness; and Demonstrate comprehensively how social media can have an impact not only on company and brand awareness, but also on conversions.

Learning Outcomes

	Autumn Supplementals/Resits
	Are supplemental/resit registrations permitted? Yes Continuous assessment marks from first sitting of this module will be carried forward into the Autumn repeat assessment cycle. University scheduled written examination (Autumn): 90 minutes Is Supplemental Continuous Assessment registration permitted? No Is Supplemental Continuous Assessment capped? No

Autumn Supplementals/Resits

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SOCIAL MEDIA

Semester 1

Semester 2