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 |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | 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 |
8 10 |
18 | |||||
Timetable (if known) | |||||||
Private Study | 132 | ||||||
TOTAL HOURS | 150 |
Assessment |
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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 | 0 | 50 | ||||
Blog Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes | 0 | 50 |
Aims |
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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 |
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(LE1) Internationally aware. |
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(LE2) A leader. |
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(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. |
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(LO2) Students will be able to analyse and evaluate the impact of social media marketing in developing brand awareness and strong customer relationships. |
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(LO3) Students will demonstrate understanding and appreciation of digital marketing communication strategies and the evolution of media technology. |
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(LO4) Students will be able to evaluate cultural variations and geographical differences in social media platforms, access and understanding. |
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(LRE1) Ethically aware. |
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(LRE2) A lifelong learner. |
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(LRE3) A problem solver. |
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(LRE4) IT literate. |
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(LRE5) An excellent verbal and written communicator. |
Teaching and Learning Strategies |
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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. 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. Self-directed learning hours: 132 hours |
Syllabus |
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The evolution of communications and the impact of the digital landscape. Social media marketing and digital communication environment. Online customer engagement strategies. Digital branding strategies. Content marketing. Mobile marketing. Influencer marketing, electronic-Word-of-Mouth (eWOM) and virality. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |