Digital And Social Media Marketing

Subject Code:

MKT200

Subject Aim:

The aim of the subject is to provide the student with a basic grounding in digital communications and social media marketing to a business environment. It provides the theory as well as practical applications of the theory to current operations and applications. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organisation’s return on investment in digital and social media marketing activities.

Learning Outcomes:

  1. Describe the importance of an integrated digital and social media strategy.
  2. Describe how internet and web features support business.
  3. Understand the business applications of digital and social media.
  4. Apply a process for strategic development of social media as a marketing tool for business.
  5. Identify and apply suitable tools to monitor social media.
  6. Critique organisation’s use of social media.

Student Assessment:

Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.

INDIVIDUAL REPORT Choose and critically analyse an organisation’s use of social media for marketing and communications purposes. Refer to full Assessment brief on Moodle.

SOCIAL MEDIA MARKETING PLAN Develop a social media marketing plan for a specific organisation. Refer to full Assessment brief on Moodle.