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Parent Programme
Bachelor of Business (Level 7 NFQ)
NFQ Level & Reference
Level 6 / Ref: M2.9
Duration
12 Weeks X 2.5 Hours per week
MODULE TITLE
Social Media Marketing
STAGE
2
Module Credit Units
ECTS: 5

Social Media Marketing

Introduction to Social Media Marketing

This Social Media Marketing module is intended to further learner's existing marketing knowledge by focusing on how digital technology and social media developments are influencing customers and are encouraging significant innovation in the marketing strategy and business operations of many firms. Learners will examine the ways in which marketing professionals can lever digital technology to achieve functional efficiencies and to devise effective marketing strategies which are imperative for the digital age.

Indicative Syllabus Content

Social Media Marketing Fundamentals:

  • Digital marketing landscape and strategy
  • Paradigm shift in the marketing mix

Social Media Listening and Monitoring

  • The importance of Social Media Listening and Monitoring
  • The power of Social Media listening
  • Brand conversation
  • Competition monitoring

Social Media Marketing Strategy:

  • Social media marketing strategies aligning with organizational goals, target audience characteristics, and industry trends
  • Setting SMART objectives, defining target audiences
  • Use appropriate social media channels for implementation

Social Media Content Strategy:

  • Creating engaging and shareable content for social media platforms
  • Curating content from various sources
  • Repurposing existing content to maintain consistency and relevance

Social Media Advertising:

  • Principles of social media advertising and promotion
  • The advantage of Social Media Advertising
  • Social Media advertising platforms
  • Digital Ads for Social Media
  • Targeted ad campaigns using advanced targeting options

Social Media ROI:

  • Monitor and measure key performance indicators (KPIs)
  • Evaluate the effectiveness of social media marketing efforts
  • The importance of measuring social media ROI
  • Evaluating metrics and transforming your business

Social Media Ethical and Legal Considerations:

  • Ethical considerations and legal regulations governing social media marketing practices, including data privacy, copyright, and disclosure requirements
  • Governance, risk and social media.
  • Crisis management plan
  • Employee advocacy program

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
MIMLO1
Demonstrate a comprehensive understanding of various social media platforms, including their functionalities, demographics, and user behaviours.
MIMLO2
Formulate effective social media marketing strategies aligned with organisational goals, target audience characteristics, and industry trends.
MIMLO3
Identify key performance indicators (KPIs) and metrics to measure the success of social media marketing campaigns.
MIMLO4
Demonstrate awareness of ethical principles and legal regulations governing social media marketing practices, including data privacy, copyright, and disclosure requirements.

Assessment

MIMLOs
Assessment
Percentage
1, 2, 3, 4
CA 1: Project
100%

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Aims & Objectives

The aim of this module is to provide learners with the opportunity to gain an understanding of the rapidly growing area of social media, and how it can be utilised as a marketing platform. Learners will understand how social media has presented businesses with a new and tailored way to connect with customers and potential customers.

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