Module Details

Module Code: MRKT6013
Title: Social Media Marketing
Long Title: Social Media Marketing
NFQ Level: Fundamental
Valid From: Semester 1 - 2022/23 ( September 2022 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 3 programme(s)
Module Description: Increasingly consumers are utilising platforms such social networking sites and blogs to create, modify, share, and discuss Internet content. This module will provide the student with an in-depth knowledge of social media tools and techniques which companies can use to engage their consumer base.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain how consumers are utilising platforms such social networking sites and blogs to create, modify, share, and discuss web content.
LO2 Create and curate social media content utilising various social media and blogging platforms.
LO3 Describe the social media activities of a designated company and contrast with best practice.
LO4 Formulate recommendations for improvements in social media activity for a designated company.
LO5 Explain the social media analytics tools that a company can employ to monitor engagement.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Introduction to social media marketing
Traditional versus social media marketing.
Social consumers
How and why consumers create, modify, share, and discuss Internet content.
Social Media Platforms
Business use of social media platforms such as Facebook, Twitter etc
Blogging
Blog authoring. Creating and curating social media content using blogging technologies.
Social media content creation
Creating content for social media platforms
Social media monitoring and measurement
Social media analytics. Tools and techniques for social listening and remarketing.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 9 Learning Outcomes 1,2,3,4,5
Assessment Description
Group project on social media marketing. Presentation to be delivered and report to be submitted.
Assessment Type Practical/Skills Evaluation % of Total Mark 50
Timing Week 13 Learning Outcomes 1,2,5
Assessment Description
Blogging assessment
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 2.00 2
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Blogging and social media skills practice Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 1.00 1
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Blogging and social media skills practice Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Tracy L. Tuten. (2020), Social Media Marketing, 4th. Thousand Oaks; Sage Publications, California, [ISBN: 9781473913004].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 3 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 3 Mandatory
CR_BBUSS_6 Higher Certificate in Business 3 Elective