Core Module Information
Module title: Social Media and Content Marketing (CPD)

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

Module code: MKT11212
Module leader: Simone Kurtzke
School The Business School
Subject area group: Marketing

Study or practical experience of marketing at an appropriate level.

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 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).

Learning Outcomes for module:

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

Full Details of Teaching and Assessment
2022/3, Trimester 2, ONLINE,
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: ONLINE
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs: This course is delivered online. A core textbook is recommended. The module team will offer online support and live academic sessions. (LO1-5) This module develops in you an active approach to study and the capacity for independent learning. Interactive learning packages and
participative tutorial workshops ensure that you are engaged throughout the taught element of the module. A variety of approaches are used such as audio-visual
resources, group discussion, case studies.
You will gain experience of a digital learning environment and planning study autonomously. Embedding of employability/PDP/scholarship skills: You'll apply theory from lectures to practical exercises which enhance your knowledge of social media marketing and content marketing strategies. You'll complete Moodle online exercises covering the four areas of social media techniques in different business contexts.
Research/teaching linkages: You'll develop a final assessed report (LO1,2,3,4,5) at the end of the module. Throughout the module, you'll engage with both academic and practitioner sources to allow critical engagement and facilitate deep understanding of how theory applies to practice. All those involved in the delivery of this module are actively engaged in research that pertains to the general subject area of creative content creation and social media marketing. This knowledge and expertise feeds directly into teaching content, leading to a dynamic and contemporary module that meets the needs of employers and addresses current and future market trends. Supporting equality and diversity: Materials will follow accessibility and inclusion best practice. Internationalisation. Examples from
Europe, the US and the Far East are used and participant-generated examples are

Formative Assessment:
Formative assessment takes place throughout the weeks of attendance. Formative
feedback is also available via the completion of the online exercises and case studies
associated with this module

Summative Assessment:
There is one component of summative assessment which comprises of 2 elements of

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Lecture 20
Online Tutorial 10
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Class Test 10 1 7
Report 90 1,2,3,4,5 13 , WORDS= 3000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader