The marketing landscape for consumer and B2B organisations is undergoing a fundamental transformation. While traditional vehicles such as print, television and direct mail and indirect channels continue to account for the majority or marketing dollars, their supremacy is declining rapidly. In their place, blogs, web sites, search tools and social media sites are gaining increasing improtance to the market. This module introduces students to the concept of new media and social network marketing and builds upon psychological and sociological theories to aid students in developing a structured framework for understanding these new approaches. In linking theory to practice, the module addresses topics such as Web 2.0 concepts & technologies, search engine optimization (SEO), new media & globalization and the ethics of new media marketing.

(LO1) At the end of the course, participants will have gained an understanding of the role new media and social newtworking play in business to business marketing. Explain the psychological and sociological underpinnings of new media and social network marketing that can be employed in consumer and B2B frameworks Evaluate the strengths and weaknesses of applying various traditional marketing concepts to new media and social networks Understand and apply search engine optimization techniques that support building relationships with customers and clients Intergrate a new media and social network focus into the marketing plan with the strategic goals of the organization Create a plan to market to customers and clients using media and social networks Understand the ethical aspects of new media and social network

Teaching Method 1 - Lecture Description: Teaching Method 2 - Seminar Description: Teaching Method 3 - Tutorial Description:

1 Week 1. Fundamentals of New Media and Social Networks Introduction to new media and social networks into the marketing mix Why new media for marketing Week 2. Theoretical Perspectives of Social Networking Theory The psychology and sociology of new media and social networks marketing Sensation & perception, trust Week 3. Traditional Marketing in a Web 2.0 Concept The 4 "Ps" of new media and social networks marketing Market segmentation, targeting, positioning, brand management The rise of influence-based marketing Week 4. Measuring Effectiveness of Web 2.0 Marketing Activites An Introduction to search Engine Optimization Identifying success metrics Evaluating tracking methodologies Week 5. Customer and Partner Sponsored Marketing Elements of E-commerce 2.0 Viral marketing Driving revenues through affiliates and other networks, email and viral campaigns Week 6. Globalization in new Media and Social Network Marketing Globalization of Web 2.0 marketing The challenges of cross-culturalization in a global marketing strategy Week 7. Advanced Topics in Web 2.0 Marketing Advanced Web 2.0 marketing strategies Experimentation techniques and piloting Week 8. Special Topics in Web 2.0 Marketing Special topics in new media and social networks Ethics in the Web 2.0 world New media marketing and the non-profit organization