Module Database Search



MODULE DESCRIPTOR
Module Title
Social Media Marketing
Reference CB4007 Version 3
Created February 2024 SCQF Level SCQF 10
Approved October 2018 SCQF Points 15
Amended April 2024 ECTS Points 7.5

Aims of Module
To critically appraise contemporary social media marketing strategy, activities, platforms and tools.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Evaluate how social media marketing can reach, acquire, convert and engage users
2 Critically examine social media outreach theory and practice
3 Demonstrate an advanced understanding and application of relevant social media marketing tools, platforms and techniques
4 Develop the ability to measure and critically analyse the success of social media marketing and effectively present performance data

Indicative Module Content
This module assesses social media marketing strategy and tactics, such as influencer outreach and social listening. Social media governance and reputation management are considered in the context of public relations. A range of practical digital tools including content delivery tools, social media management tools, social media intelligence tools will be applied in conjunction with social media analytics to develop and monitor social media marketing performance. It engages students with UNESCO's Education for Sustainable Development Critical Thinking and Integrated Problem Solving competencies in terms of recognising and understanding the needs of consumers, reflecting on motivations and facilitating Future Thinking skills to optimise on existing social media marketing practices.

Module Delivery
This module is delivered by a combination of lectures and lab tutorials and supported by independent directed self-study.

Indicative Student Workload Full Time Part Time
Contact Hours 36 N/A
Non-Contact Hours 114 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 N/A
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4
Description: Individual Portfolio Assessment

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1.
B The student needs to achieve a B in C1.
C The student needs to achieve a C in C1.
D The student needs to achieve a D in C1.
E The student needs to achieve an E in C1.
F The student needs to achieve an F in C1.
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

ADDITIONAL NOTES
Students who engage with this module through attendance and participation will be exposed to the following Meta Skills: Adapting, Creativity and Sense Making.

INDICATIVE BIBLIOGRAPHY
1 TUTEN, T.L. and SOLOMON, M.R., 2018. Social media marketing. 3rd ed. London: Sage
2 SMART INSIGHTS, 2018. Plan, manage and optimize your marketing. [online]. Leeds: Smart Insights. Available from: http://www.smartinsights.com [Accessed 30 August 2018].
3 HALLIGAN,B. and SHAH. D., 2014. Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. New Jersey: John Wiley & Sons.
4 MOZ, 2018. Blog. Social Media. [online]. Moz. Avilable from: https://moz.com/blog/category/social-media [Accessed 30 August 2018].

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781