Summary of module
This module examines social media platforms as strategic marketing tools and introduces key concepts in campaign planning, audience engagement, and performance analytics. Students explore platform selection, content design, influencer partnerships, and data-driven optimisation in contemporary marketing contexts. Emphasis is placed on ethical considerations, measurement frameworks, and the integration of social media with wider organisational objectives.
Learning Outcomes
Upon the successful completion of this module, learners will be able to:
Knowledge
1. Demonstrate an advanced understanding of social media platforms, ecosystems, and their strategic marketing applications. (COI, DP, IC, PI)
2. Critically evaluate theories and frameworks related to digital consumer behaviour, brand engagement, and campaign performance. (DP, PI)
Thinking Skills
3. Analyse and interpret social media data to produce evidence-based strategic insights and recommendations. (COI, DP, IC, PI)
Subject-Based Practical Skills
4. Design and implement integrated social media strategies using platform-specific content, targeting, and optimization techniques. (DP, EE, IC, PI)
5. Apply analytics tools to measure campaign outcomes and benchmark performance against marketing objectives. (DP, EE, PI, SEI)
Skills for Life and Work (General Skills)
6. Communicate strategic ideas and research findings effectively in professional formats for both specialist and non-specialist audiences. (DP, IC, PI, SEI)
7. Work collaboratively to plan, evaluate, and present digital marketing initiatives within multidisciplinary team settings. (DP, EE, IC, PI, SEI)
Core Competencies
• CC = Community Connections and UEL Give Back
• CI = Cultural Intelligence
• COI = Cognitive Intelligence
• DP = Digital Proficiency
• EE = Enterprise and Entrepreneurship
• IC = Industry Connections
• PI = Physical Intelligence
• SEI = Social and Emotional Intelligence
Upon the successful completion of this module, learners will be able to:
Apply critical understanding and specialist competencies to the analysis, design, and evaluation of social media marketing strategies in organisational contexts.
This module examines social media platforms as strategic marketing tools and introduces key concepts in campaign planning, audience engagement, and performance analytics. Students explore platform selection, content design, influencer partnerships, and data-driven optimisation in contemporary marketing contexts. Emphasis is placed on ethical considerations, measurement frameworks, and the integration of social media with wider organisational objectives.
Learning Outcomes
Upon the successful completion of this module, learners will be able to:
Knowledge
1. Demonstrate an advanced understanding of social media platforms, ecosystems, and their strategic marketing applications. (COI, DP, IC, PI)
2. Critically evaluate theories and frameworks related to digital consumer behaviour, brand engagement, and campaign performance. (DP, PI)
Thinking Skills
3. Analyse and interpret social media data to produce evidence-based strategic insights and recommendations. (COI, DP, IC, PI)
Subject-Based Practical Skills
4. Design and implement integrated social media strategies using platform-specific content, targeting, and optimization techniques. (DP, EE, IC, PI)
5. Apply analytics tools to measure campaign outcomes and benchmark performance against marketing objectives. (DP, EE, PI, SEI)
Skills for Life and Work (General Skills)
6. Communicate strategic ideas and research findings effectively in professional formats for both specialist and non-specialist audiences. (DP, IC, PI, SEI)
7. Work collaboratively to plan, evaluate, and present digital marketing initiatives within multidisciplinary team settings. (DP, EE, IC, PI, SEI)
Core Competencies
• CC = Community Connections and UEL Give Back
• CI = Cultural Intelligence
• COI = Cognitive Intelligence
• DP = Digital Proficiency
• EE = Enterprise and Entrepreneurship
• IC = Industry Connections
• PI = Physical Intelligence
• SEI = Social and Emotional Intelligence
Upon the successful completion of this module, learners will be able to:
Apply critical understanding and specialist competencies to the analysis, design, and evaluation of social media marketing strategies in organisational contexts.