2018/19 Taught Postgraduate Module Catalogue

LUBS5447M Social Media Marketing

15 creditsClass Size: 216

Module manager: Dr Caterina Presi
Email: C.Presi@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2018/19

Module replaces

LUBS5445M Internet Marketing

This module is not approved as an Elective

Module summary

Managers are looking at the social media landscape and see many and different platforms through which consumers connect. There is a general awareness that they need to engage with social media, but there is uncertainty in regard to how to do it, where and what strategies to follow. It is in fact true that consumers are turning to social media to do a number of different things: socialising, finding information, playing games, creating, etc. How to engage the increasingly powerful and sophisticated digital consumer is indeed a challenge!Therefore in this module we aim to gain an in-depth understanding of what consumers are doing in social media and to transform this understanding into marketing relevant expertise.

Objectives

This module aims to give students an academic understanding in social media marketing, to enable them to evaluate current practice in the field and recommend marketing strategies that integrate academic thought.
The module addresses social media from a grassroots perspective to question how consumer-to-consumer interaction has evolved with the technology and where businesses fit into this discourse. It also encourages students to become reflective social media users by developing their social media literacy skills.

Learning outcomes
On completion of this module students will be able to critically evaluate:
- current academic literature on social media
- the effects on consumers’ lifestyles and how consumers interface with the culture of participation enabled by social media
- concepts and theories to make recommendations about how businesses can leverage the social web

Skills outcomes
On completion of this module students will be able to:
Subject specific skills
- compare and propose suitable social media marketing strategies
- appraise their social media use and effectively manage their personal online brand

Transferable skills
- to critically analyse business practice
- to provide solutions to business problems
- to work effectively in a team as well as individually
- to evaluate own and others’ practice
- to deliver engaging presentations

Syllabus

The module will cover these key areas:
- The consumer in social media
- Digital communities
- Social publishing (textual and visual)
- Social entertainment
-Social commerce

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

Students will need to spend time reading relevant textbook chapters and additional journal articles for each topic. They are also required to come prepared to the seminars. Students will also be expected, given the dynamic nature of the subject area, to keep up to date with current business practice through practitioner literature. Students will also need to spend time preparing their presentations and the exam.

Opportunities for Formative Feedback

The lectures are structured to include short activities to test students' understanding of the new concepts. Questions & answer sessions are also included to offer opportunities for clarification.

The seminars provide a more extensive venue for practicing and consolidating the concepts learned in the lectures. The focus is on practical activities carried out in small groups. The tutor offers feedback on the group answers; common problems and issues are discussed with the wider class.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Presentation	Group 15 minutes	30.00
Total percentage (Assessment Coursework)		30.00

The resit for this module will be 100% by examination

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	2 hr	70.00
Total percentage (Assessment Exams)		70.00

The resit for this module will be 100% by 2 hours examination

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53

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