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2022/23 Taught Postgraduate Module Catalogue

LUBS5447M Social Media Marketing

15 creditsClass Size: 216

Module manager: Dr Caterina Presi

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2022/23

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.


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:
- Demonstrate knowledge of the fundamental concepts underpinning social media marketing
- Critically evaluate the effects of social media on consumer lifestyles and how consumers participate in social media
- Compare and critically assess social media practices and strategies
- Apply concepts and theories to make recommendations about how businesses can leverage the social web
- To appraise own social media use and be aware of their personal online brand

Skills outcomes
On completion of this module students will be able to:
Subject specific skills
- compare and propose suitable social media marketing strategies
- to communicate effectively in the student's own social media activities

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


The module will cover these key areas:
The Social Internet
The Social Consumer and Personal Online Brand
Social Media Publishing
Visual Social Media
Online influencers
Social Entertainment
Social Commerce
Social listening and monitoring

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

There will be a series of activities in seminars and the online workbooks which will provide opportunities to obtain formative feedback.

Methods of assessment

Assessment typeNotes% of formal assessment
PresentationGroup presentation30.00
Total percentage (Assessment Coursework)30.00

The resit for this module will be 100% by examination

Exam typeExam duration% of formal assessment
Online Time-Limited assessment2 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: 29/04/2022 15:28:11


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