ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Digital Communications and Social Media Marketing
Code MGTK735
Coordinator Miss VK McCall
Marketing (ULMS)
V.Mccall@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 Level 7 FHEQ Whole Session 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours           10

8

18
Timetable (if known)              
Private Study 132
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Case study Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  -2000 words    50       
Blog Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  -2000 words    50       

Aims

This module aims to:

Provide students with the understanding and knowledge of the role of digital communication strategies and social media marketing within an increasingly digitalised international consumer and business environment.

Develop students’ understanding and knowledge of the role of digital communications and social media marketing for acquiring and sustaining mutually beneficial longer-term relationships between suppliers and customers.

Critically evaluate the role of digital communication tools and social media platforms for raising brand awareness, creating a brand image and engaging with brand communities.

Explore and analyse a range of theories and concepts pertaining to digital communication strategies, content marketing, mobile marketing, influencer marketing and the evolution of media technologies.

Develop students’ appreciation of cultural variations and geographical differences in social media platforms, access and und erstanding, as well as considering the ethical implications of digital communications.


Learning Outcomes

(LE1) Internationally aware.
Students will gain an understanding of local, national and international variations and considerations involved in digital communications. Having been taught to look at these issues from a wide viewpoint, students will become more focused, productive and aware of how they, and others engage with this global digital environment.

(LE2) A leader.
Leadership comes in many different forms and has many different outcomes and students will evaluate how leadership is conducted in a digital world, specifically in terms of integrated communications in the influence of social media.

(LO1) Students will be able to apply and synthesise knowledge of the role of digital communications and social media marketing within B2B and B2C environments.

(LO2) Students will be able to analyse and evaluate the impact of social media marketing in developing brand awareness and strong customer relationships.

(LO3) Students will demonstrate understanding and appreciation of digital marketing communication strategies and the evolution of media technology.

(LO4) Students will be able to evaluate cultural variations and geographical differences in social media platforms, access and understanding.

(LRE1) Ethically aware.
Students will gain theoretical and practical tools with which to identify, analyse and evaluate ethical challenges within and affecting digital communications. This understanding will provide a foundation for supporting ethical digital business practices.

(LRE2) A lifelong learner.
Students will develop research skills, the ability to organise and analyse relevant information and apply theory to real-life situations.

(LRE3) A problem solver.
Students will develop problem solving skills by analysing cases and examples to consider how digital communications and social media theory and concepts could be used to enhance marketing practice. Students will have the opportunity to enhance their creativity and critical thinking skills finding and analysing practical solutions to marketing problems.

(LRE4) IT literate.
The nature of the module in terms of online delivery in addition to the content itself will enable students to develop skills in using a virtual learning/communications environment. Students will use their digital capabilities to enhance their skillset in the digital marketing environment.

(LRE5) An excellent verbal and written communicator.
Students will have the opportunity to develop written and oral communication skills through virtual group discussions, discussion boards, and individual assessment.


Teaching and Learning Strategies

The module will primarily be delivered through eight weekly e-lectures with one core topic studied each week. Module content, focusing on key concepts, theories and case examples, will be delivered through a variety of methods including written materials, videos, and seminars. These will be supported by individual online tasks, such as blogs and case studies, which will be used to develop and apply learning. These activities will be moderated by the module instructor. Students will also be directed to key academic and practitioner readings to further develop their learning.

Unscheduled Directed Student Hours: 10 hours

Description: The e-Lectures will equate to 1.25 hours/week over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Students will also participate in eight weekly e-seminars where they will engage in peer discussion of key topics. The seminars will have a direct link to the planning and prepara tion needed for the module assessment. Seminars will be conducted via a discussion board with input from the module instructor.

Unscheduled student hours: 8 hours

Description: The e-seminars will equate to 1 hour/week over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Self-directed learning hours: 132 hours
Description: This will involve directed and independent reading and research into digital communications concepts and theory.


Syllabus

 

The evolution of communications and the impact of the digital landscape.

Social media marketing and digital communication environment.
Business-to-consumer and business-to-business social media marketing.

Online customer engagement strategies.

Digital branding strategies.

Content marketing.

Mobile marketing.

Influencer marketing, electronic-Word-of-Mouth (eWOM) and virality.


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.