module specification

MC5075 - Social Media (2021/22)

Module specification Module approved to run in 2021/22
Module status DELETED (This module is no longer running)
Module title Social Media
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
15 hours Assessment Preparation / Delivery
90 hours Guided independent study
45 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   Social media plan
Coursework 50%   Social media plan presentation
Running in 2021/22

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

The module that aims to introduce students to the social media technologies being used in organisations for business and social purposes. Students will explore various tools that enable rapid communication, collaboration and engagement with customers, government institutions, private institutions and the wider society, in different domains, e.g. community, entertainment, publishing and commerce. The module explores the role of social technologies in organisations, models and frameworks of online participation to understand meaningful approaches to online engagement. Ethical concerns and changing expectations of using social technologies in organisation will be explored through practical activities.
The module will equip students with skills to engage online including online marketing strategies, management, risk, and governance issues. They will develop subject-specific skills, which will enhance their career opportunities in international as well as domestic marketing and at the same time allow them to explore their entrepreneurial talent and creativity.


Social media channels used to convert customers, increase brand recognition and brand loyalty:
• Introduction to social media, social media planning and its role in profit and non-profit organisations; traditional marketing media versus new marketing media; the infrastructure of social media; social media metrics, risk and governance; ethics, globalisation and social media; online conversion; building brands online through social media; brand recognition online; online brand loyalty; LO1

Social media technology usage and online strategic tools: strategic marketing, planning and social media; social consumers, digital communities; social communities, social publishing; social entertainment; social media for consumer insight; how to implement a social media plan; social media metrics in action LO2

Balance of independent study and scheduled teaching activity

The module is spread over a 15-week period and consists of a blend of 3 hour- computer workshops, extracurricular activity weeks, library visits, Weblearn / social media interaction, guest lectures and guidance from staff. The use of Weblearn facilities is important to the delivery of the module handbook, case studies, journal articles, external web links and student feedback.
A key component of the learning process in this module consists of additional reading and private study to be carried out between workshop sessions. This allows students the opportunity to reflect upon their experiences.

Learning outcomes

The module has two learning outcomes:
1. Demonstrate students’ understanding of how to use different social media channels to convert customers, increase brand recognition and brand loyalty.
2. Analyse and evaluate personal social media technology usage and online strategic tools

Assessment strategy

The assessment strategy consists of two elements: 
1. Social media plan (due week 9)  LO1  (50% of the final mark)
that sets out the proposed plan for the use of a chosen social media technology in a chosen domain. References must be included with the proposed plan. Students will work in groups on this assessment and write up a theoretical plan justified by means of academic and practitioner theory. Word limit 1500.
2. Social media plan presentation (due in week 15) LO2, in the form of a 15-minute presentation with supporting digital media (e.g. PowerPoint slides/live social media). During this presentation, students must summarise the outcomes of the plan which they implemented, i.e. their measurements, via their live project which they started in the weeks prior to Assessment 1. A summary of all the main measurements plus excerpts from the live project must be provided to the assessors in writing. Presentation skills will also be assessed. (50% of the final mark)



Core Text:
Social Media Marketing: Pearson New International Edition, 1/e Solomon & Tuten ©2014 | Pearson


 Kelly N. (2013) How to Measure Social Media A Step-By- Step Guide to Developing and Assessing Social Media ROI, 1/e Que Publishing
 Gratton  S. Gratton D.  (2012) Zero to 100,000:Social Media Tips and Tricks for Small Business1/e Que Publishing

 Gary A. (2013) Brilliant Social Media :How to start ,refine and improve your social business strategy 1/e Pearson International

 Goldernberg B.(2015) A. Definitive Guide to Social CRM, The: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits, 1/e, Goldenberg, ©2015| Cloth

 Brown (2012)The Social Trade show :Leveraging Social Media virtual Events to connect with your customers 1/e Que Publishing

 Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media, 1/e, Lieb, ©2012 | Que Publishing

 Postman J. (2009) social Corp : Social Media Goes Corporate 1/e New riders

 Breakenridge D. (2012) Social Media and Public Relations: Eight New Practices for the PR Professional, 1/e

 Fill C . Hughes G. De Francesco S.(2013) Advertising strategy ,creativity and media Pearson

 Dennis E. & De Fleur  M. (2010) Understanding Media in the Digital Age, 1/e, Pearson

England E. Finney A. (2007) Managing Interactive Media : Project Management for web and Digital media 4/e Addisson – Wesly

Lynne Eagle L. Dahl S. Hill S. Bird,S. Spotswood,F.Tapp A. (2013)  Social Marketing 1/e Pearson

 Carter (2014) Like Economy , How Business Makes Money with Facebook 2/e Que Publishing

 Haweker (2011)Developers Guide to Social Programming :Building Social Context Using Facebook ,google Friendeind Connect and the Twitter API 1/e Addinson – Wesley

 Chaffey D. Ellis-Chadwick F. (2016) Digital Marketing, 6/E Pearson

 Urban G. (2004) Digital Marketing Strategy: Text and Cases, 1/e, Pearson

 Tapp A. Whitten I.  Houseden M.(2014) Principles of Direct Database & Digital Marking 5/e Pearson
  Hemann C., ‎  Burbary K. (2018) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World Que publishing
 O’Connor G. (2017)  Marketing in the digital Age Financial Times Press

 Quinn M. (2017) Ethics for the Information Age, 7/e Pearson

 Cheesmena H.(2016 ) Legal Environment of Business: On line Commerce, Ethics and Global Issues 8/Pearson

 Scarlet S. ( 2016) Markets , Ethics and Business Ethics Pearson

  Andraessen A. Kotler P. (2008) Strategic Marketing for Non – Profit Organisations Global Edition 7/e Pearson

Journal of Digital and Social Media Marketing
Journal of Social Media in Society
International Journal of Social Media
Journal of Database Marketing & Customer Strategy Management
Journal of Direct, Data and Digital Marketing Practice
Journal of Social Media for Organizations
Journal of Brand Management
Journal of Brand Strategy
Journal of Consumer Marketing
Journal of Database Marketing
Journal of Marketing Communications

Further Sources of Support: Academic and Study Skills
If you feel you need further assistance with your study and academic skills, you can contact the University’s Centre for Enhancement of Learning and Teaching (CELT) –