Modules

Core Module Information
Module title: Social Media Marketing
SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT08109
Module leader: Mark Passera
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

The module looks at the theories of social media marketing. We will examine strategies and models for advertising through social media and the importance of social communities are considered. Key themes that are included in the module content are monetising social media, social media commerce, and social publishing. The application of social media marketing is an important factor for businesses, and therefore, social networking, user generated content, and blogging strategies are integrated into the module lectures and tutorial sessions. We examine how the tools and concepts of social media marketing can be applied to generate effective advertising strategies for an organisation.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Review the impact of social media marketing on marketing communications and advertising.

LO2: Examine relationship marketing in social online communities.

LO3: Engage with academic literature and case studies relating to social media marketing.

LO4: Demonstrate an understanding of social media marketing tools and techniques to generate effective advertising.

LO5: Apply social media concepts to examine the marketing practice of organisations.
Full Details of Teaching and Assessment
2024/5, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Mark Passera
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 12 Lectures will provide understanding for the core subject areas related to Social Media Marketing.
Face To Face Tutorial 12 The first two introductory weeks of tutorials will be led by your tutor. After this, tutorials will be delivered by a group of students as part of your Assessment 1. All student groups will be provided a guidance sheet on potential areas to cover within your own tutorial but you must find your own papers/research/case studies to support the learning of other students with real-world examples. Your module leader will provide additional learning materials on Moodle each week.
Online Guided independent study 176 Guided independent study
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Assessment 40 1~2~3 Week 7 HOURS= 40 minutes As part of a small group, you will design and deliver a tutorial session for the rest of the class. The group delivering the tutorial will change each week. You will receive support from your tutor on the topic of the tutorial and key areas to cover such as social media communications and advertising (LO1), social communities (LO2). But, as a group you will need to create activities and think of case studies and literature to support the learning of your fellow students (LO3).
Discussion/Participation 10 1~2~3 Week 7 HOURS= 50 minutes To support the learning of all students, you will be expected to engage each week in the tutorial content (LO1 and LO2). When your fellow students are delivering their tutorial, you should actively engage by responding to questions and working collaboratively in class-based group activities such as reading literature and answering questions relating to a case study (LO3).
Report 50 3~4~5 Exam Period , WORDS= 2500 words 2) The second assessment will task you with using social media marketing literature (LO3) and social media advertising tools and techniques (LO4) to critically discuss and design a marketing plan for an organisation of your choice. Upon successful completion, this should show your ability to practically apply marketing concepts to real-world situations (LO5).
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
MKT08109 Social Media Marketing
 

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