MC5157 - Social Media and Content (2026/27)
| Module specification | Module approved to run in 2026/27, but may be subject to modification | ||||||||||
| Module title | Social Media and Content | ||||||||||
| Module level | Intermediate (05) | ||||||||||
| Credit rating for module | 15 | ||||||||||
| School | Guildhall School of Business and Law | ||||||||||
| Total study hours | 150 | ||||||||||
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| Assessment components |
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| Running in 2026/27(Please note that module timeslots are subject to change) |
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Module summary
As a learner in social media and content marketing, it is critical that you develop a comprehensive understanding of the evolving digital environment and the strategic use of social media and content across platforms. This module provides an in-depth introduction to key digital channels and their application within content-driven marketing strategies. You will explore theoretical models and frameworks that inform effective practice in social media and content marketing.
You will engage with a wide range of digital practices central to social media and content marketing. These include platform-specific content strategies, audience segmentation, community management, influencer marketing, storytelling techniques, and visual content creation. You will also explore the use of SEO and SEM to enhance content discoverability, keyword targeting for relevance and reach, email marketing for personalised engagement, and paid media strategies to amplify content visibility. You will also examine how artificial intelligence (AI) is being used in social media and content marketing campaign optimisation and understanding audience behaviour. By exploring these tools, you’ll gain the confidence to use AI in your own content and social media strategies in an effective way.
The module aims:
To develop knowledge, practical skills, and critical understanding required to plan, create, manage, and evaluate effective social media and content marketing strategies that engage audiences, support organisational objectives, and respond to the evolving digital landscape.
The module builds on the acquisition of the following skills
• Application of knowledge and presenting information and data
• Analysing data & problem solving
• Digital literacy and communication
Prior learning requirements
MC4060 Practice in Marketing or MC4061 Principles of Marketing
Available for Study Abroad? YES.
Syllabus
Social Media Macro & Microenvironment (LO1)
Platform trends, algorithm changes, audience shifts, competitor benchmarking, platform policies, cultural and economic shifts, AI, AR/VR, automation tools.
Social Media Environment (LO1)
AI content creation, automation tools, influencer ecosystems, social commerce, AR filters, mobile-first platforms, trend monitoring, platform dynamics.
Benefits of Social Media Marketing (LO3)
PESO model, COBRA model, Engagement Pyramid, B2B, B2C, C2C, G2C strategies.
Social Brand Value Chain, Digital Co-Creation Value Loop.
Online consumer, customer, and distributor behaviour (LO2)
Engagement motivations, privacy, trust, journey mapping, personas, segmentation, social proof, FOMO.
Honeycomb Framework, Digital Influence, Social Identity and Brand Affiliation Model.
Influence on consumer, customer, and distributor behaviour (LO2)
Blogging, vlogging, social sharing, UGC, influencer marketing, community building.
Engagement Pyramid, Influencer Trust, Influence Network Model, Brand Rituals and Moral Responsibility.
Metrics and Analytics (LO3)
Reach, impressions, engagement rate, CTR, conversions, sentiment, 4Rs Framework, Social Media Measurement Framework.
Social Media & Content Planning (LO3)
Content Analysis & Optimisation (LO3)
Content audits, benchmarking, tone, format, SEO. Content Lifecycle Model.
Customer and distributor experience on Social Media (LO2)
Mobile optimisation, personalisation, automation, UX/UI, content experiences.
Customer Experience Pyramid, AI-Personalisation.
Digital Content Strategy (LO1)
Digital content, formats, platform relevance, AI content, storytelling, lead generation.
Social Media Audits & Listening (LO1, LO3)
Brand presence, competitor activity, audience sentiment, monitoring tools. Social Listening.
Engagement & Relationship Marketing (LO2)
E-CRM, Social CRM, loyalty, community management, influencer tiers, brand ambassadors.
Influencer Marketing Funnel, Community Engagement Ladder, Customer Loyalty and Participation Model.
Content Governance & Management (LO1)
Scheduling, escalation, brand voice, cross-platform coordination, GDPR, copyright, AI ethics, and crisis response.
Balance of independent study and scheduled teaching activity
The module will be delivered over a 12-week period, comprising a weekly 1-hour lecture and 2-hour seminar. Lectures will introduce students to foundational theories, models, and strategic frameworks relevant to social media and content marketing, including content funnel strategies, platform algorithms, audience segmentation, and engagement tactics. These sessions will provide the conceptual grounding necessary for critical analysis and application.
Seminars will adopt a blended learning approach, focusing on the practical application of these concepts through case studies, scenario-based discussions, and collaborative content development exercises. Students will be expected to engage with preparatory materials—such as academic readings, multimedia content, and discussion prompts—made available on WebLearn in advance of each seminar.
In the formative assessment, students will document and reflect on the planning and production of original digital content for a chosen brand. This includes the development of creative assets—such as graphics, videos, captions, and platform-specific formats—designed to support clearly defined social media objectives. Students will critically analysis their creative decisions, content alignment with brand identity, and their planned distribution to support social marketing goals. Tutor feedback will be provided to support refinement and improvement.
In the summative assessment, students will produce a critical evaluation report that applies relevant theoretical frameworks to analyse their content creation process and strategic planning. The report will focus on how the content was designed to achieve specific marketing objectives, including audience targeting, message consistency, and platform suitability. Independent study will be essential for research, content development, and preparation, with WebLearn serving as the central hub for resources, feedback, and engagement.
Learning outcomes
On completion of this module the students will be able to:
Analyse the social media landscape to assess how changes in the online environment influence content marketing practices and audience engagement. (LO1)
Understand online consumer, customer, and distributor behaviour and apply this knowledge to plan and develop relevant, engaging, and platform-appropriate content. (LO2)
Develop appropriate planning for content marketing practices that align with organisational goals, audience expectations, and best practices across social media platforms. (LO3)
Bibliography
Library reading list:
https://rl.talis.com/3/londonmet/lists/D1E20431-B122-C85B-B3EC-1B50437D97CB.html?lang=en-GB&login=1
Core
Moriuchi, E. (2019). Social media marketing: Strategies in utilizing consumer-generated content. 2nd Edition Business Expert Press.
Charlesworth, A. (2019). Social media marketing: Marketing panacea or the emperor’s new digital clothes? 2nd Edition, Business Expert Press.
Additional reading
Scott, D.M. (2024). The New Rules of Marketing & PR: How to Use Content Marketing, AI, Social Media, Podcasting, Video, and Newsjacking to Reach Buyers Directly. John Wiley & Sons.
Singh, S. and Diamond, S. (2020). Social media marketing for dummies. 4th Edition, John Wiley & Sons.
Chaffey D. Ellis-Chadwick F, Majd Abed-Rabbo M. (2025) Digital Marketing 9th Edition Pearsons
Smith, P. Chaffey D. (2023) Digital Marketing Excellence Planning, optimising and Integrating Online Marketing 6th Edition Rutledge
https://www.routledge.com/Digital-Marketing-Excellence-Planning-Optimizing-and-Integrating-Online-Marketing/Chaffey-Smith/p/book/9780367444754?srsltid=AfmBOoq2kjVr3q7tq9LShImLeVsLTEj1USkn5WpckWUiP1XMFfBDXFBK
Ozuem, W., and Willis, M. (2025). Digital marketing strategies for value co-creation (2nd edition): models and approaches for online brand communities. Palgrave Macmillan, Cham.
Hanlon A .(2025) Digital Marketing: Strategy, Planning & Disruption Sage publications
https://uk.sagepub.com/en-gb/eur/digital-marketing/book287854
Journals
Journal of Marketing
Journal of Interactive Marketing
Computers in Human Behaviour
Journal of Internet Business
Psychology & Marketing
Journal of Consumer Psychology
Journal of Consumer Behaviour
Websites:
emarketer - http://www.emarketer.com/
Smartinsights - http://www.smartinsights.com/
Clickz -http://www.clickz.com
Social media today http://www.socialmediatoday.com/
Search engine land http://searchengineland.com/
Internet retailing http://internetretailing.net/
Ecommerce times http://www.ecommercetimes.com/
Mobile commerce http://www.mobilecommerce.co.uk/
Marketing Sherpa: www.marketingsherpa.com
The social media monthly http://thesocialmediamonthly.com/
Digital Marketing Magazine http://digitalmarketingmagazine.co.uk/
Social Media examiner http://www.socialmediaexaminer.com/
Similar web https://www.similarweb.com/
Semrush https://www.semrush.com/
Googletrends https://trends.google.com/trends/
The Internet Advertising Bureau (IAB) UK https://www.iabuk.com/
Social Media Sources
Facebook
Snapchat
X Formally Twitter
Instagram
Pinterest