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MRKT6013 - Social Media Marketing

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Title:Social Media Marketing
Long Title:Social Media Marketing
Module Code:MRKT6013
 
Credits: 5
NFQ Level:Fundamental
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2016/17 ( September 2016 )
Module Delivered in 3 programme(s)
Module Coordinator: Pio Fenton
Module Author: COLETTE MMURPHY
Module Description: Increasingly consumers are utilising platforms such social networking sites and blogs to create, modify, share, and discuss Internet content. This module will provide the student with an in-depth knowledge of social media tools and techniques which companies can use to engage their consumer base.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Explain how consumers are utilising platforms such social networking sites and blogs to create, modify, share, and discuss web content.
LO2 Create and curate social media content utilising various social media and blogging platforms.
LO3 Describe the social media activities of a designated company and contrast with best practice.
LO4 Formulate recommendations for improvements in social media activity for a designated company.
LO5 Explain the social media analytics tools that a company can employ to monitor engagement.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Introduction to social media marketing
Traditional versus social media marketing.
Social consumers
How and why consumers create, modify, share, and discuss Internet content.
Social Media Platforms
Business use of social media platforms such as Facebook, Twitter etc
Blogging
Blog authoring. Creating and curating social media content using blogging technologies.
Social media content creation
Creating content for social media platforms
Social media monitoring and measurement
Social media analytics. Tools and techniques for social listening and remarketing.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Content creation and curation on social media platforms on a variety of social media topics. 1,2 50.0 Week 13
Project Project on social media marketing 3,4,5 50.0 Week 9
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based lecture 2.0 Every Week 2.00
Lab Computer lab based instruction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Blogging and social media skills practice 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based lecture 1.0 Every Week 1.00
Lab Computer lab based instruction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Blogging and social media skills practice 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Tracy L. Tuten & Michael R.Solomon. 2015, Social Media Marketing, 2nd Ed., Thousand Oaks; Sage Publications California [ISBN: 9781473913004]
Supplementary Book Resources
  • David Meerman Scott 2014, The New Rules of Marketing and PR, John Wiley & Sons Hoboken, N.J. [ISBN: 0470547812]
  • Nichole Kelly 2014, How to Measure Social Media, Que Publishing UK [ISBN: 9780789749857]
  • Hanlon, Annmarie 2014, Quick win social media marketing : answers to your top 100 social media marketing questions, Oak Tree Press Cork, Ireland [ISBN: 9781781191378]
  • Erik Qualman 2012, Socialnomics, Wiley Holboken, NJ, USA [ISBN: 9780470638842]
Recommended Article/Paper Resources
Supplementary Article/Paper Resources
  • Carmen Alaracon-del-Amo et al 2011, Classifying and Profiling Social Networking Site Users: A Latent Segmentation Approach
  • Mary J. Culnan, Patrick J. McHugh, Jesus I. Zubillaga 2015, How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value, MIS Quarterly Executive [ISSN: 1540-1960]
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 3 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 3 Mandatory
CR_BBUSS_6 Higher Certificate in Business 3 Elective

Cork Institute of Technology
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