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
2022/3, 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:

Learning, Teaching and Assessment (LTA) Approach:
The module is delivered using the medium of blended learning, where the weekly 2 hours lectures are delivered through learning packages.

The module team will offer online as well as face to face support, moderate discussions and supervise practical online and face to face workshop exercises. To ensure that students gain a set of highly specialised skills, subject experts will be involved in the delivery of this module.

Learning Packages will be used to introduce relevant social media content marketing techniques. The link between theory and practice will be demonstrated via relevant case studies that will be posted on Moodle on a weekly basis.

Student Hours

The module will be delivered over one trimester. The number of hours will be equivalent to standard overseas delivery.

Embedding of employability/PDP/scholarship

The module puts a strong emphasis on practice which enhances student employability. Students apply theory from lectures to practical assignments 1-4 (LO1,2,3,4) which enhances their knowledge of social media marketing and content marketing strategies. All students will develop a final reflective piece (LO 5) at the end of the module. All assessment pieces (LO1,2,3,4,5) will be submitted at the completion of the module to form a practical and reflective portfolio which can be used to demonstrate their content creation skills to future employers.

Research/ teaching linkages

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.

Formative Assessment:
The module will include online quizzes that will test student knowledge.
Formative feedback on work undertaken for this module will be provided during face-to-face workshops, and / or via email

Summative Assessment:
The module will include five short assessments. Assessment 1,2,3,4 will be based on practical digital tasks linking to the following: social communities, social publishing, social commerce, social entertainment (see section 1 above) each linking to one of the four leaning outcomes (LO 1,2,3,4 respectively).
LO1: the social communities component of the module will require students to run a Facebook page for a week and write a 500-word reflective commentary on their experiences on reflections of this.
LO2: Social publishing will require students to write a 250-word blog post and two accompanying tweets to drive traffic towards the blog, and a 250-word reflective commentary that discussed the links between the two, and the limitations / advantages
of this form of social media / content marketing.
LO3: For the social commerce assessment, students will be asked to develop a piece to support social media selling (this could take form of an influencer campaign brief, or creatives and copy for social media advertising) and provide 500 words of commentary which explains the purpose of the developed piece.
LO4: For the social entertainment assessment, students will be asked to develop a piece of branded entertainment (this could take form of branded game, video or music) and provide 500 words commentary which explains the purpose of the developed
LO5: The final assessment will be a 1000 word portfolio that includes a general reflection on the ways in which social media and content marketing are used in marketing practice.
All assessments will be submitted in the form of a portfolio at the end of the module. Each assessment will be marked by the subject specialist and the final assessment (LO5)will be marked by the module leaders.

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