Summary of content

Over the past decade, the acceptance of social media by global consumers has encouraged organisations/brands to ensure that social media is an essential element of their marketing strategy. The proliferation of social media channels has provided endless opportunities for marketers to learn more about their consumers through this dynamic online environment. However,many organisations/brands are finding it difficult to understand the nature and boundaries of social media and find it a challenge to create effective marketing communication strategies. Social media is now the primary avenue for consumers to undertake information search on product related information, trends and other topics of interest. Hence, understanding consumer desire for connecting with like minded indviduals through imagery, texts and blogs is of paramunt importance for organisations/brands in developing engaging content that stimulates interest and creates an intention to engage with an organisation/brand through online communities. This module will allow the student to evaluate the role of social media within the global marketing enviroment, review the opportunties and challenges organisations face in understanding consumer consumption of content through social communities and how best to develop strategies to ensure future growth with a rapidly evolving enviroment. It will also provide pratical use of digital tools to analyse key marketing metrics that will aid decison making.



PRME: This module will embed the ethical issues relating to data protection, access to personal information and tracking of digital footprints across digital channels.

Module structure

Assessment methods