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Social Media Marketing

Module code: MARK 3028

Module description

This module provides the opportunity to explore the evolution and practices of social media marketing alongside more critical consideration of the social, cultural and technological impact of social and mobile technologies that are transforming consumer behaviour and the business environment.

There is a focus on the incorporation of social media platforms into a brand's marketing communications activity and the value of social media data in yielding actionable customer insight. Students will have the opportunity to gain hands on experience of proprietary social media management tools e.g. Hootsuite and supported to achieve internationally recognised standards of competency.

This module emphasises the central role of content as the unit of value in online communities and a key element of successful search marketing strategies. Practical workshops develop essential 'brand journalism' skills as students learn the principles and practicalities of creating compelling content for a range of audiences aligned to identified marketing objectives. Students will develop an understanding of the format, tone and style of content appropriate to a range of social media platforms. The development of key practical skills involved in analysing audience needs and researching and developing written materials will be emphasised alongside an appreciation of the value of images, video and interactive applications.

Contact hours per student per year

  • Lectures: 13 hours
  • Workshops 18 hours


  • Online test (45 mins): 30%
  • Online test (60mins): 10%
  • Coursework (1500 words): 60%

Additional costs:  No extra costs other than purchase of books