Core Module Information
Module title: Social Media and Content Marketing

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11111
Module leader: Elaine Mercer-Jones
School The Business School
Subject area group: Management


Description of module content:

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing. You will learn: 1. how organisations establish and maintain Social Communities using appropriate interactive creative content practices that are published on social media pages and profiles(LO1). 2. Social Publishing will open up the world of creative content for businesses and organisations, with a specific focus on blogging and other narrative and social/personality- driven media content(LO2). 3. The third element of this module will focus on Social Commerce, leading you to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show you the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). You will also reflect on and critique the ways in which social media
and content marketing techniques can be used in marketing and business contexts (LO5).

Learning Outcomes for module:

LO 1: To establish a critical understanding on key creative content practices used in social media marketing for relationship building

LO 2: To develop strong narrative skills and the ability to recognise, evaluate and create appropriate creative content.

LO 3: To critically evaluate the ways in which specific types of content can be used to enhance social commerce

LO 4: To critically appraise and reflect on the role that entertainment plays in brand-related social media interactions.

LO 5: To critically reflect on the ways in which social media and content marketing can be used in marketing practice

Full Details of Teaching and Assessment

Indicative References and Reading List - URL:
MKT11111 Social Media and Content Marketing