Rationale

Social Media Marketing provides students with a thorough, in-depth knowledge of social media marketing, the various social media tools and their use within and across several companies and industries. The students will learn how social media marketing campaigns can be developed, managed, and implemented successfully.

Learning outcomes

At the end of the course students will be expected to:
(i)    Explain what makes some marketing communication strategies succeed but others fail.
(ii)   Relate theories to practice and simultaneously stay abreast of recent and current trends and innovations in social media (Foundations of Social Media Marketing).
(iii)  Analyse how consumers interact socially and what information spreads over social networks and how it spreads (The Four Zones of social media).
(iv)  Utilise effective social media campaigns using appropriate and informative metrics for tracking campaign/strategy performance (Measuring Users and Social Media Campaigns).
(v)   Evaluate what companies have done or are currently doing (Foundations of Social Media Marketing).