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: Jamie Thompson
School The Business School
Subject area group: Marketing


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:

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
2023/4, Trimester 2, BLENDED, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: BLENDED
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Jamie Thompson
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 12
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 3, 4, 5 14/15 HOURS= 00.00, WORDS= 2500
Oral Assessment 40 1,2,3 7 HOURS= 00.00
Discussion/Participation 10 1,2,3 7 HOURS= 00.00
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

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