MKT42380 Social Media Marketing

Academic Year 2023/2024

Social media enabled significant changes in consumer media behavior, resulting
in fundamental shifts in the way marketers communicate and interact with
consumers. This course aims to provide the theoretical knowledge and practical
insights for integrating social media into the marketing mix, understanding and
engaging social media consumers, and monitor and measure the results of these

This course is designed as a hands-on experience where students will actively
create content, manage a social media presence and measure the effect of their
social media efforts.

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Curricular information is subject to change

Learning Outcomes:

At completion of the course, students will be able to:

 Understand the psychology of online consumers.
 Understand the impact of social media on traditional marketing strategy.
 Understand the social media marketing process.
 Critically evaluate the various social media platforms and online content.
 Successfully measure the impact of digital marketing efforts.

Student Effort Type Hours




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Group project
Throughout the Trimester n/a Graded No


Class Test: Mini in-class quizzes Throughout the Trimester n/a Graded No


Essay: Term paper Coursework (End of Trimester) n/a Graded No


Assignment: Social media certification Unspecified n/a Pass/Fail Grade Scale No


Carry forward of passed components
Resit In Terminal Exam
Autumn No
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 09:30 - 12:20

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