Core Module Information
Module title: Social Media and Content Marketing

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

Module code: MKT11911
Module leader: Agata Krowinska
School The Business School
Subject area group: Marketing

There are no pre-requisites for this module to be added

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

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
2023/4, Trimester 2, BLENDED,
Occurrence: 001
Primary mode of delivery: BLENDED
Location of delivery: HONG KONG
Member of staff responsible for delivering module: Agata Krowinska
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Tutorial 30
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
Portfolio 100 LO's 1, 2, 3, 4 14/15 , WORDS= 3000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
MKT11911 - Social Media and Content Marketing