MK9522 - Social Media and Mobile Marketing

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What will I learn on this module?

This is a 40-credit core module running in the second year of your Digital Marketer Degree Apprenticeship.

Social media and web 2.0 software applications such as social networking tools, wikis, blogs, video sharing sites and other collaborative software have had a considerable impact upon how organisations and consumers interact. The aim of the module is to explore the various ways in which social media is used in marketing, advertising and branding, and how the pervasiveness of mobile technology has played a pivotal role in the rise of social media.

Social media is seen as a key channel in integrated marketing communications, and a firm’s use of social media now has significant impact on the effectiveness of most marketing campaigns and branding strategies. The module will consider the various marketing strategies and techniques used on social media; explore basic methods of analysis in monitoring social media, consider a number of case studies in which social media have been used and examine the effectiveness and limitations (including legal and ethical issues) of social media and engagement.

Students will produce a detailed plan for the use of social media in a branding or advertising campaign including the production of exemplar material for use in a campaign.

How will I learn on this module?

Sessions during the course of the semester will provide you with a theoretical underpinning of the module content, supported by a practical workshops/seminar element, which will give you an opportunity to practice the various professional techniques. This will allow you to build up a proficiency in:

• Reasons behind social media usage
• How companies use social media for marketing and branding purposes
• How social media fits into an overall integrated marketing campaign
• Using social listening to gain insights and analyse data
• Measuring the effectiveness of social media activity
• How mobile affects the User Experience
• How mobile impacts the customer journey
• The rise of location-based marketing
• The importance of eWOM and UGC
• Moral, ethical and legal implications of social media and mobile technology
• The future of social media

You will learn through tutor-facilitated workshops, skills practice, action learning, tutor guidance, feedback, and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the module to your practice in the workplace.

Your learning is supported by a Teaching and Learning Plan, offering guidance on reading to prepare for workshops and help with the completion of the assessment. Within this plan, there are also suggested learning activities, which guide you in your independent learning. These activities allow you to reflect and evaluate your knowledge and skills and in this area.
Throughout the module, you will be building a portfolio of evidence around social media and mobile that illustrates your development as a digital marketer. This portfolio will enable you to demonstrate how you have applied your learning from across this module into your workplace practice.

How will I be supported academically on this module?

Taught sessions will introduce you to theory and concepts, whilst also enabling direct interaction with the teaching team and with your peers and you will receive formative feedback throughout the year both in and out of sessions. You will be expected to invest time in directed learning in preparation for taught sessions. Guidance will be provided on this within the sessions, as well as on the Teaching and Learning Plan. The eLearning portal will also be used to encourage individual and group discussions, as well as to provide access to session materials as well as additional materials. The Teaching and Learning plan will provide a number of prompts and guidance to support you academically. Support will also include opportunities to gain feedback from workshop tutors, guidance tutors and peers.

The module has a supporting reading list that provides you with additional opportunities to understand the key themes of social media and mobile technology from both and academic and professional standpoint. Your directed study will support the work you have undertaken in the sessions. You will be expected to keep up-to-date with your learning and assigned tasks. To aid with independent study, a learning portal is made available to expand key themes, case studies, useful data, industry reports, video content, and contemporary news stories.

You will also be supported by a professional development coach who provides your consistent support throughout your Degree Apprenticeship. This coach will support with:
• Helping you to understand the requirements of this module and how it relates to your workplace context.
• Helping you to understand how you can apply and evidence the knowledge, skills and behaviours covered in the module to your own practice in the workplace to develop your professional practice.
• Visiting you at work and engaging with your manager and/or mentor to ensure alignment between your learning and opportunities for applying and demonstrating a positive impact in your work organisation.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

At the end of this module you will be able to:

Knowledge & Understanding:
• Explain the principles of direct, interactive and integrated marketing strategies. (MLO1)
• Demonstrate the criticality of databases in the acquisition and retention of customers. (MLO2)

Intellectual / Professional skills & abilities:
• Construct relevant campaign decisions based on effective data, information and insight. (MLO3)
• Present agency standard campaign proposals. (MLO4)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Appreciate the ethical dimensions related to social and mobile marketing. (MLO5)

How will I be assessed?

Formative assessment: will take place through a combination of group work, assignment discussion and reflection, discussion board activity on the eLearning Portal as well as theory/practice discussions within sessions. Furthermore, your employer will provide a structured approach to providing formative feedback and support on the development of your capabilities in the workplace. You will also be encouraged to seek informal formative feedback from appropriate others in the workplace including peers, colleagues and mentors. Importantly, you will have an individual personal tutor, who will meet with you at both university and the workplace to discuss your progress academically and professionally, throughout your time working with your employer.

Summative Assessment: There is one component of summative assessment.

Accounting for 100% of the overall mark, this task brings together the main themes of the module and requires students to develop a social media campaign for a case study organisation/workplace, which will help them to achieve stated marketing objectives.

The campaign should be no more than 3,000 words (excluding appendices) and utilise key themes drawn from the module to create a twelve-month social media campaign. This campaign should be based on appropriate secondary data, and include customer journey, key messages, value proposition, proposed platforms and a clear measurement plan.

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

Social media and technology such as social networking tools, wikis, blogs, video sharing sites and other collaborative software available over the internet have had a considerable impact upon how people and organisations interact. The specific aim of the module is to explore the various ways in which social media is used in marketing, advertising and branding, and how the pervasiveness of mobile technology has played a pivotal role in the rise in use of social media.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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