Given the growing importance of social media activities within the achievement of marketing objectives, this course develops knowledge and skill​s to enable the implementation of social media activities. Social media marketing involves the use of social media platforms to promote product, services or brands to engage audiences and drive desired actions. It's importance lies in its ability to reach vast audiences, foster brand awareness and build relationships with customers. It is an essential tactical tool for marketers. Students will learn how to apply a range of social media channels and produce suitable content to support an organisation's digital objectives.

Students will develop graduate attributes and digital skills by exploring various freely available social media tools.

This course will be delivered through Synchronous lectures: 6 x 2 hours and tutorial workshops 3 x 2 hours.

Asynchronous support will be provided in the format of videos and blogs.

None

ILOs

This course aims to:

■ Evaluate the increasing importance of social media for organisations as well and its influence on consumers.

■ analyse the different social media channels available for organisations to use as well as the content required to use them.

■  allow students to create a social media marketing plan and learn to measure the success of implementation by using relevant metrics.

By the end of this course students will be able to:

1. Evaluate the scope of social media marketing with the impact of environmental and digital trends.

2. Evaluate how social media influences consumer behaviour.

3. Analyse different applications of social media in various organisational contexts.

4. Evaluate alternative strategies and their role in supporting social media activities.

5. Create a social media plan and recommend metrics to measure social media activities.

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.