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Digital and Social Media Context of Business

Module code: MARK 1700

Module description

This module focuses on how digital technology and social media developments are influencing customers and are encouraging significant innovation in the marketing strategy and business operations of many firms. In this module, students will be encouraged to look at how Web technology (especially Web 2.0) is affecting the service processes and communication approaches of both commercial and non-profit organizations. As businesses engage with and monitor social networks, brand communities, blogs, wikis and forums, we introduce students to processes that firms are using to analyse and manage social networks in digitally-driven markets.

Implications of Digital Technology for Contemporary Business Management

  • Critical implications for firms arising in digital and social marketspaces now being created
  • What is emerging in recent academic studies on social and digital media across different market contexts (both commercial and in non-profit social marketing activites)

Assessing the impact of some Web 2.0 tools from customer perspective

  • Knowing and differentiating key digital marketing tools in use currently
  • Distinguishing different forms of social media (CGM, UGC, forums, brand communities, wikis, and social networks), and in what marketing contexts they are used

Practising some Web 2.0 tools

  • Planning or practising blogging, forum development and participation as part of marketing communications and social networking analysis

Link between Digital Media and Traditional Marketing and Management Approaches

  • How the digital environment has shaped more traditional marketing approaches (establish parallels with what is covered in Principles of Marketing and Marketing Decision-Making)

Placing Web, Digital and Social Media developments in business context

  • Students will have a chance to consider current examples of Web technology investment decisions, digital media development, social network monitoring approaches

Contact hours per student per year

  • Lectures: 24 hours
  • Tutorials: 12 hours


  • Video presentation (5 minutes): 40%
  • Report (1250 words): 60%

Additional costs: No extra costs other than purchase of books