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2021/22 Taught Postgraduate Module Catalogue

LUBS5972M Social Media Management

15 creditsClass Size: 100

Module manager: Emma Forsgren

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

This module is not approved as an Elective

Module summary

This module covers the strategic role of social media placing it in a contemporary business context. Social media impacts almost every business and organisation (both commercial and non-profit), and its management is key for any future leader or entrepreneur. This module aims to develop in-depth knowledge and understanding of the central theoretical concepts and applications of social media. Students will evaluate how digital platforms are impacting business operating models and processes and learn strategies for creating value and managing risks. Students will gain the relevant skills to manage social media for engagement and marketing purposes, and as a means for knowledge sharing and networking, building on real-life practice and the latest academic insight. The module will also cover the ‘dark side’ of social media and the critical questions that need to be addressed as social media becomes ubiquitous in everyday life.


Through social media, new ways of managing are emerging. This is changing how businesses are operating and creating value. This module aims to equip students with in-depth knowledge and hands-on experience on how to manage social media strategically and successfully in a digitally driven business context. The module is divided into three key areas which include managing social media engagement and marketing, managing social media for knowledge sharing and networking; and applying critical perspectives on the use of social media in today’s digital business environment.

Learning outcomes
Upon completion of this module, students will be able to:

1. To identify and critically analyse the key theoretical concepts of social media within the context of digital business
2. To critically evaluate the contribution of social media for future work
3. To develop specific strategies and digital skills in order to manage opportunities and potential risks of using social media
4. To apply critical theory to assess the impact of social media in digital business such as debates on issues of privacy, surveillance and ethics

Skills outcomes
While many of the skills correlate very closely with the Leeds for life category areas, the module is also intended to enable students to:
1. Develop strategic use of social media in organisations and businesses
2. Deepen understanding of social media for engagement and marketing
3. Develop digital skills related to the practical application of social media


Indicative syllabus:
- Theoretical foundations of social media
- Social media engagement and marketing, covering e.g., planning and executing social media strategy, risk management, social commerce and social media analytics
- Social media and knowledge sharing, networking and online communities
- Critical perspectives on social media in business, e.g., privacy, surveillance and ethics

Teaching methods

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Group learning14.000.00
Independent online learning hours29.00
Private study hours100.00
Total Contact hours21.00
Total hours (100hr per 10 credits)150.00

Private study

Students are expected to spend their private time to undertake activities such as preparation for seminars, and work on the coursework. This will include activities such as completing assigned reading including journal articles, textbooks, case studies, and other materials provided via the online learning environment.

Opportunities for Formative Feedback

Formative assessment will be available through quizzes, feedback on individual tasks and group work, and presentations in class sessions.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Assessment typeNotes% of formal assessment
Essay2,000 words70.00
PresentationVerbal presentation of the group project30.00
Total percentage (Assessment Coursework)100.00

Group project - Students will work on a group project that will be more hands-on and link to a specific case. The purpose is to apply theories to a real-life situation and develop digital skills. Resit is by 3,000 word individual essay for 100% of the module mark.

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 15:20:06


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