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MRKT8006 - Social Media Advertising

Title:Social Media Advertising
Long Title:Social Media Advertising
Module Code:MRKT8006
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Pio Fenton
Module Author: Pio Fenton
Module Description: This practical module will enable students to formulate an integrated digital marketing communications campaign. Students will learn how to leverage a company's presence on social media platforms to generate more connections and build relationships with customers. Practical labs provide students with hands-on experience creating content on social media platforms like Facebook, Twitter and LinkedIn. Students will also learn the mechanics of planning pay-per-click, email and display advertising campaigns. Where appropriate 'live case studies' will be used.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Create and curate content for social media.
LO2 Evaluate the social media presence of an organisation.
LO3 Recommend appropriate pay-per-click, display and email campaigns for varied business circumstances.
LO4 Develop appropriate metrics to measure the efficacy of digital campaigns.
LO5 Plan an integrated digital advertising and social media campaign.
Pre-requisite learning
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

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
No Co Requisites listed

Module Content & Assessment

Indicative Content
Digital Advertising Principles
Integration of digital marketing in the marketing communications mix.
Pay-Per-Click Campaigns
Budget, measurement and management of PPC campaigns.
Email Marketing
Opt-in subscriber management. Email design and content. Email delivery and reporting.
Mobile Marketing
App versus mobile site, SMS campaigns
Online PR
Online press release, measurement of online brand reputation. Integration with off-line PR.
Social Media Platforms
Platforms e.g. Facebook, Twitter, LinkedIn, YouTube, blogs
Social Media Content Creation
Writing for the social web
Social Media Advertising
Advertising, measurement and analytics.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Plan for Live Case 1,2,3,4,5 80.0 Sem End
Written Report Evaluation of current social media positioning of an organisation 2,4 20.0 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
Lab Practical 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Case study review etc. 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
Lab Practical 1.5 Every Week 1.50
Independent & Directed Learning (Non-contact) Case study review etc. 5.5 Every Week 5.50
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 1.50

Module Resources

Recommended Book Resources
  • Soloman and Tuten 2013, Social Media Marketing, Pearson [ISBN: 9781292023533]
Supplementary Book Resources
  • Nichole Kelly, 2012, How to Measure Social Media, Pearson [ISBN: 9780789749857]
  • Andrew McStay, 2010, Digital Advertising [ISBN: 978-0230222410]
  • Michael Miller, 2012, B2B Digital Marketing: Using the Web to Market Directly to Businesses [ISBN: 9780789748874]
  • Melissa Barker 2013, Social Media Marketing: A Strategic Approach [ISBN: 9780538480871]
  • Brian Carter, Justin Levy, 2011, Facebook Marketing: Leveraging Facebook's Features for Your Marketing Campaigns [ISBN: 9780789741134]
  • Vipin Mayar, Geoff Ramsey, 2011, Digital Impact [ISBN: 9780470905722]
  • Deirdre K. Breakenridge, 2012, Social Media and Public Relations, Pearson [ISBN: 9780132983211]
Recommended Article/Paper Resources
  • Carmen Alarcon-del-Amo, Carlota Lorenzo-Romero and Miguel-Angel Gomez-Borja 2011, Classifying and Profiling Social Networking Site Users: A Latent Segmentation Approach,, Cyberpsychology, behaviour and social networking, Volume 14, Number 9
  • Yubo Chena, Scott Fayb, Qi Wang 2012, The Role of Marketing in Social Media: How Online Consumer Reviews Evolve, Journal of Interactive Marketing, Volume 26, Issue 2,, 83-90
Supplementary Article/Paper Resources
  • Lisette de Vriesa, Sonja Genslera, Peter S.H. Leeflanga Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing, Journal of Interactive Marketing, Volume 26, Issue 2,, 83–91
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMRK_8 Certificate in Digital Marketing 1 Mandatory
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 1 Mandatory

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