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Parent Programme
Bachelor of Business (Level 7 NFQ)
MODULE NFQ
Level 6
MODULE CREDIT UNITS
ECTS: 5
MODULE TITLE
Social Media Marketing
Reference Code: BB7 619
STAGE
Year 2
Spring Semester 2
12 Weeks Full-Time X 3.15 Hours per week
12 Weeks Part-Time X 1.75 Hours per week

Social Media Marketing Module

Social Media Marketing Fundamentals:

The indicative syllabus of this module is outlined in the units below:

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

E-business Models

  • Introduction to e-models (B2B, B2C, C2C and P2P).
  • Online revenue models.
  • Digital Communications models.
  • Web 2.0/3.0 and social media models.
  • Loyalty models.

Digital Marketing Plan

  • Introduction to the SOSTAC framework..
  • Setting SMART objectives.
  • Selecting effective digital channels in the media planning process.
  • Market research techniques, customer segmentation and click stream behaviour.
  • Project management and measurement for digital marketing.
  • Planning, managing & optimising campaigns.
  • Defining SEM and SEO.
  • Goal setting & tracking.
  • Social Media as an element of a Digital Marketing Plan.

Digital Customers

  • The online buying process.
  • Online information processing.
  • E-CRM.
  • Online relationships and loyalty.
  • Customer profiles and personal selling.
  • The post PC customer.

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Explain the role of the digital channel in modern marketing communications.
LO 2
Discuss the key concepts and theories that underpin social media marketing.
LO 3
Apply the SOSTAC framework to the construction of a digital marketing plan that is tailored to social media.
LO 4
Describe the key tools used in supporting, managing and measuring a social media marketing campaign.

Assessment

MIMLOs
Assessment
Percentage
3
Project
60%
1, 2, 4
Final Written Examination
40%

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

This 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 organisations.

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.

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