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

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:

LO1: Review the impact of social media marketing on marketing communications and advertising.
LO2: Examine relationship marketing in social online communities.
LO3: Explore academic literature 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
2022/3, 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:

Learning, Teaching and Assessment (LTA) Approach:
The module combines face-to-face lectures with smaller-scale practical tutorial sessions. Students examine selected social media marketing concepts and theories. Learner autonomy is extended via a project requiring the student to identify (within set parameters) and review an issue relating to social media marketing.
Key skills are embedded with participants being required to; (i) Demonstrate effective written communication skills, (ii) Utilise IT to review web-based materials and (iii) Display logical thinking.
LOs 1, 2 & 3 will be assessed by examining literature on social media marketing and asking students to discuss social media practice, communication, relationships, and online communities in relation to core theoretical concepts.
A project-based assignment, relating to LOs 3, 4 & 5, provide an opportunity to select and apply academic theory to social media marketing issues. Published research will provide a basis for discussion, with students required as part of the second assessment to apply course concepts, independent reading, and social media tools to their chosen company and consider effective advertising strategies. This mode of study will require students to examine and apply conceptual ideas to actual situations (LO5).
All materials are accessible via Moodle and physical lectures will be recorded using Panopto. Assessment allows a degree of customisation to suit students' background and interests.

Formative Assessment:
Practical examples will be used in tutorial sessions where students can apply knowledge, concepts, and theories of social media marketing to case studies and receive real-time face-to-face feedback.

Summative Assessment:
1) By examining literature related to social media marketing, this will allow students to use their literature-based search and analysis skills, which are skills that should be refined throughout the marketing programme.
The assessment will prescribe students to look at two particular conceptual areas: Social media marketing communications (LO1) and social media relationship marketing (LO2). Students' ability to successfully achieve this task shows their ability to effectively study academic literature relating to social media marketing (LO3).

2) The second assessment will task students 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 their choice, which upon successful completion should show students' ability to practically apply marketing concepts to real-world situations (LO5).

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 40 1, 2, 3 7 HOURS= 00.00, WORDS= 1500
Report 60 3, 4, 5 14/15 HOURS= 00.00, WORDS= 2500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

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