Study or practical experience of marketing at an appropriate level.

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 students 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).

LO 1: To establish a critical understanding of 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