2022/23 Taught Postgraduate Module Catalogue

ODES5202M Social Media Marketing and Communication

15 creditsClass Size: 150

Module manager: Lucie Pocinkova
Email: l.pocinkova@leeds.ac.uk

Taught: 1 Jul to 31 Aug View Timetable

Year running 2022/23

Pre-requisite qualifications

Students are required to meet the programme entry requirements prior to studying the module.

Pre-requisites

ODES5102M

Strategic Digital Marketing for Fashion

Module replaces

N/A

This module is not approved as an Elective

Module summary

This module further develops students understanding of digital international fashion marketing strategies and practices. It achieves this by developing student’s awareness and knowledge of key concepts in digital marketing and their application in the fashion industry. Students will gain in-depth insight, critical awareness and skills of collecting and analysing data from multiple resources to answer managerial questions in digital fashion marketing. The focus of teaching on this module will be about the scope of fashion marketing in a digital age. Complex data analysis skills will be developed alongside how data modelling can facilitate managerial decisions in fashion marketing.

Objectives

Building upon the content of Strategic Digital Marketing for Fashion, students will develop in-depth knowledge of complex concepts in digital marketing in the fashion industry. The module will enable students to gain a deeper awareness and skills in collecting and analysing data from multiple sources to answer managerial questions in digital fashion marketing. The module will provide students with the opportunities to develop the skills for analysing current digital marketing campaigns and practice skills in designing a digital marketing campaign.

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

1. Critically evaluate key concepts in digital marketing in the fashion industry.
2. Apply in-depth research awareness and skills of collecting and analysing data from multiple resources to answer managerial questions in digital fashion marketing to formulate design strategies.
3. Analyse current complex digital marketing campaigns (omni-channel marketing) used in an International Fashion context.
4. Demonstrate in-depth interpretative and creative skills to design a digital marketing strategy to address a digital marketing opportunity for an International Fashion brand including the role of digital communication to access new markets via digital platforms
5. Critically evaluate, discuss and present analytical outcomes and studies in order to be able to formulate a digital international marketing strategy appropriate to a specific context

Skills outcomes
1. Develop critical-thinking skills when considering digital international fashion marketing strategy.
2. Develop in depth analysis and its particularities within the international digital fashion marketing context
3. Develop analytical-thinking skills when evaluating key issues, problems and challenges related to the formulation and implementation of digital fashion marketing strategies
4. Formulate appropriate digital international fashion marketing strategies considering the capabilities of the fashion brand aligned to their target consumer segment
5. Critically evaluate, discuss and present analytical outcomes and studies in order to be able to formulate a digital international marketing strategy appropriate to a specific context.

Syllabus

Indicative Content for this module includes:

- International digital marketing strategies
- The role of digital communication to access new markets via digital platforms
- The role of data analytics in digital fashion marketing
- The assessment of digital communication techniques and creative approaches to international digital fashion marketing approaches.
- The role of digital fashion marketing across a range of international fashion markets.
- The evaluation of digital international fashion marketing strategies and the implementation of design-thinking planning approaches.

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	6	1.00	6.00
Discussion forum	6	1.00	6.00
Independent online learning hours			24.00
Private study hours			114.00
Total Contact hours			12.00
Total hours (100hr per 10 credits)			150.00

Private study

Considering this is a distance learning module independent and private study activity are also to be considered in the lecture and seminar hours count.

Independent Learning - refers to non-facilitated directed learning. Students will work through bespoke interactive learning resources and reflective activities in the VLE.

Range of readings, tasks, formative MCQ test and discussion board online (e.g. online Q&A): 24 hrs

Private Study - refers to directed reading and self-directed research in support of learning activities and discussions, as well as in preparation for assessments.

1. Understanding, critically analyse, and comparing main theories – 16 hours
2. Identifying further studies and newest research trends on the topic – 16 hours
3. Case studies analysis and review – 16 hours
4. Development of a report on design of a digital campaign – 1200 words – 26 hours
5. Preparation of portfolio – 40 hours

Opportunities for Formative Feedback

- The module’s digital learning materials provide regular opportunities for participants to check their understanding and gain feedback (e.g., case studies with short answer questions and automated feedback, MCQs with detailed feedback on correct/incorrect answers).
- The individual unit webinars and discussion forums provide opportunities for formative feedback from peers and tutors.
- The module assessment will enable student progress to be monitored with formative feedback provided for draft of the presentation and final pitch.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Project	1,200 -1,500 word project report	50.00
Oral Presentation	5 minute 'pitch'	50.00
Total percentage (Assessment Coursework)		100.00

Resit by failed element. Resits must be completely new pieces of work.

Reading list

The reading list is available from the Library website

Last updated: 18/10/2022

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