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

This module explores key theories and practices related to social media marketing andcontent marketing. The structure of the module follows a well-established modeldeveloped by Solomon and Tuten (2020) that focuses on 4 zones of social mediamarketing. Students will learn: 1. how organisations establish and maintain SocialCommunities using appropriate interactive creative content practices that are publishedon social media pages and profiles(LO1). 2. Social Publishing will open up for studentsthe world of creative content for businesses and organisations, with a specific focus onblogging and other narrative and social/personality- driven media content(LO2). 3. Thethird element of this module will focus on Social Commerce, leading students to a fullunderstanding of how content creation can be used for driving sales and encouragingengagement (LO3). 4. Social Entertainment will show students the ways in which socialgaming and play, branded videos etc. can be used to enhance brand identity and onlinepresence(LO4). Students will also reflect on and critique the ways in which social mediaand content marketing techniques can be used in marketing and business contexts(LO5).

Upon completion of this module you will be able to

LO1: To establish a critical understanding of key creative content practices used in social media marketing for relationship building.

LO2: To develop strong narrative skills and the ability to recognise, evaluate and create appropriate creative content.

LO3: To critically evaluate the ways in which specific types of content can be used to enhance social commerce.

LO4: To critically appraise and reflect on the role that entertainment plays in brand-related social media interactions.

LO5: To critically reflect on the ways in which social media and content marketing can be used in marketing practice.