DIGITAL AND SOCIAL MEDIA MARKETING (4 SCU)

Learning Outcomes:

On successful completion of the course students will be able to: Demonstrate advanced understanding of today’s digital and social media marketing landscape; Demonstrate how user-generated content in social media can be collected and analysed to guide marketing strategy; Demonstrate the understanding of digital and social media analytics and the capability to use online analytical tools; Articulate specialised knowledge of digital and social media marketing in both oral and written contexts; and Demonstrate the capability to work both independently and in a team environment employing inquiry processes to complete marketing projects.

Topics:

The topics in this course include: Introduction to digital and social media marketing (SMM), Social networking sites (SNS) and integrated marketing objectives, Rules of engagement (Ethics) in social media marketing, Customer engagement behaviour (CEB) in social media, Social media analytics, Social media listening: User-generated content (UGC) and voice of customer (VoC), Search engine marketing (SEM) and Search engine optimisation (SEO), Audience Targeting in SMM: Customer persona and value creation, Personal branding in social media, Paid social media marketing, Content marketing tactics in social media, and Mobile marketing on social networks.

Pre-requisite: None