module specification

SM6004 - Social Media Entrepreneurship and Marketing (2022/23)

Module specification Module approved to run in 2022/23
Module title Social Media Entrepreneurship and Marketing
Module level Honours (06)
Credit rating for module 30
School School of Computing and Digital Media
Total study hours 300
90 hours Scheduled learning & teaching activities
210 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 10%   800 words Social Media Marketing Entry
Coursework 40%   2,000 words Case Study Analysis
Coursework 50%   2,500 words Social Media Marketing Plan
Running in 2022/23

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

Module summary

This module introduces students to the trends, developments and applications of social media entrepreneurship and marketing. It explores social media marketing best practice, technologies and tools as well as the application of social media marketing to various sectors: business, the non-profit sector, education and society. The module will also focus on how to address social media marketing client’s briefs and it will outline opportunities for social media marketing enterprise.

Module aims

• To introduce students to the context marketing and entrepreneurship activities
• To enable students to identify and evaluate social media entrepreneurship and marketing issues and opportunities
• To enable students to plan and manage a social media marketing campaign


The syllabus explores: introduction to marketing, advertising and public relations principles; developments in digital and social media marketing; digital media tools and technologies enabling social marketing and advertising; how to analyse and address clients’ briefs; how to produce a social media marketing plan; social media marketing analytics and management tools; social media marketing for different sectors: business, the non-profit sector, education and society.; issues in cross-cultural and global eMarketing; integrated marketing strategies; mobile marketing; the role of the customer/user/producer and peer-to-peer communication in marketing; social marketing and the creative and cultural industries; career opportunities and opportunities for social media marketing enterprise.


Learning and teaching

Teaching methods include lectures and on-line interactive learning material, tutorials, seminar discussions, role-play activities and computer lab sessions. Students will be expected to attend lectures and take part into on-line activities as well as comment on their readings. The teaching and learning strategy will adopt a problem-solving and situated approach to expose students to real-life scenarios and digital media briefs.

A blended learning strategy will be employed to enhance the learning experience. The VLE will be used as a platform to support online discussions, role-play and situated learning experiences and to facilitate formative assessment and related feedback as well as a tool to integrate useful online learning materials provided by professional organisations and other relevant sources.

Learning outcomes

On successful completion of this module students will be able to:

1. Identify analyse social media entrepreneurship and marketing trends and developments
2. Evaluate and critically analyse social media entrepreneurship and marketingbest practice
3. Produce a plan  for a social media marketing campaign 

Assessment strategy

The assessment strategy is based on exercises in critical analysis and problem-solving designed to assess students in the issues and problems involved in:critically evaluating trends and issue in social media marketing and enterprise, evaluating and comparing best practice and planning a social media marking strategy in response to clients’ briefs.

Social Media Marketing Entry (weighing 10%) –Students will be required topost contributions to a social media platform associated with the module and to comment on social media marketing main trends and issues. Online discussions and entries will be set and managed by the tutor.

Case Study Analysis (weighing 40%) - Students will be required to produce a 2,000 words Case Study analysis focusing on examples of applications of social media marketing and enterprise. Case Studies will be set by the tutor.

Social Media Marketing Plan - (weighing 50%) - Students will be required to produce a Plan for a Social Media Marketing strategy aimed at addressing the needs of a client group. The problem scenarios and client profiles will be set by the tutor.



Anon (2010) Internet Management for Nonprofits: Strategies, Tools and Trade Secrets. The AFP Fund development series. Hoboken, N.J, John Wiley & Sons.
Brennan, B. (2010) Branded!: How Retailers Engage Consumers with Social Media and Mobility. Wiley and SAS business series. Hoboken, N.J, Wiley.
Brown, R. (2009) Public Relations and the Social Web: Using Social Media and Web 2.0 in Communications. London, Kogan Page.
Evans, L. (2010) Social Media Marketing: Strategies for Engaging in Facebook, Twitter and Other Social Media. Indianapolis, Ind, Que.
Handley, A. (2011) Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. New rules of social media series. Hoboken, N.J, Wiley.
Macy, B. (2011) The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World. New York, McGraw-Hill.
Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business. Rev. and updated. Hoboken, N.J, Wiley.
Reece, M. (2010) Real-Time Market Planning for Business Growth: How to Use Social Media, Measure Marketing, and Improve Execution. Upper Saddle River, N.J. : London, Financial Times/Prentice Hall ; Pearson Education [distributor].
Scott, D.M. (2010) The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. 2nd edition. Hoboken, N.J, John Wiley.
Smith, P.R. (2011) Marketing Communications: Integrating Offline and Onlinewith Social Media. 5th edition. Philadelphia, Pa. ; London, Kogan Page.

Journals and magazines

  • .Net, .Net magazine
  • New Media Age,
  • Interactive Marketing: the international journal of the Institute of Direct Marketing
  • International Journal of Mobile Marketing
  • Journal of Interactive Advertising

Professional Associations