1. Evaluate a range of social media platforms and their suitability to reach identified target audiences Knowledge and Understanding
Learning
Problem Solving

2. Develop a social media plan with content appropriate to meet business objectives
Application

3. Develop Key Performance Indicators (KPIs) to measure social media content effectiveness
Problem Solving
Analysis

4. Compare and contrast social media content management tools
Analysis
Communication

A 2500 word report, detailing the development of a social media plan, in response to a business challenge. Weighted at 100%. (LO1, LO2, LO3 and LO4)

- The social media revolution
- Platforms and audiences
- Characteristics and behaviour of the social consumer
- Rules of engagement for social media marketing
- Developing social media communities
- Social media content development
- Social media goals and strategies
- Content management platforms and dashboards
- Metrics and KPIs in the social media environment
- The legal side of social
- Emergent social media trends

This module will be delivered in a problem/practise based learning style, and you will work in small groups, making use of social media management platforms. Case study materials will present the opportunity to observe best practise and live social media business challenges will be presented by guest speakers where possible, so that you have the opportunity to work with local businesses on their social media marketing challenges. You will be expected to develop, deliver, monitor and measure live social media marketing activities such as competitions and promotions throughout the course of module delivery. Formative assessment will be based around the challenges of the live activity. The focus is on learning by doing throughout the module.

Barker, M.S. (2017) Social Media Marketing: A strategic approach, 2nd ed. (student edition), Oxford: Cengage.

Clampitt, P.G. (2018) Social Media Strategy Tools for Professionals and Organisations. SAGE.

Lipschultz, J.H. (2018) Social media communication: concepts, practices, data, law and ethics, 2nd ed. Routledge.

Tuten, T.L. & Solomon, M.R. (2018) Social Media Marketing, 3rd ed., SAGE.

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice-based case examples

You will learn how to plan and implement effective inbound marketing and social media campaigns and how to assess the local, national and international digital customer base. You will research, plan and implement content curation as part of an inbound marketing campaign then you will then raise the profile of your website and blog with targeted Social Media marketing.