Core Module Information
Module title: Error with Module:
System.NullReferenceException: Object reference not set to an instance of an object. at ModuleCatalogue.Napier.MC.Occurrences.Occurrences.GetOccurrenceStudentActivities(StringBuilder plh, String strModuleID, String strOccID, String PSLCode, String AYRCode) at ModuleCatalogue.Napier.MC.Occurrences.Occurrences.CreateAccordionContent(OccurranceDetails cls, String strModuleID) at ModuleCatalogue.Napier.MC.Occurrences.Occurrences.SelectModuleOccurrences(String strModuleID, Accordion ac) at ModuleCatalogue.WebForm2.setupdetails(String ModuleID, String SearchText)


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
Prerequisites

N/A

Timetables
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. Students 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 for students 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 students to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show student the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). Students 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:
Contact your module leader