SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N525513
Module Leader Noreen Siddiqui
School Glasgow School for Business and Society
Subject Fashion Marketing
  • B (January start)

Pre-Requisite Knowledge


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.


definitions, development, role of social media within marketing development of social media industry, opportunties and challenges impact of technology, development of mobile technologies, apps and global social media channels interactive communication and digital channels understanding consumer consumption and brand engagement through social communities social listening and managing online brand repuation process for social media marketing strategic planninng eCRM, consumer engagement, content strategy review digital tools for metrics and measurement

Learning Outcomes

On successful completion of this module students should be able to:1. To review the development of social media industry and its impact upon the marketing environment.2. To evaluate the challenges and opportunies of social media from a consumer and brand prespective.3. To understand consumer and brand use of social media through evolving social communities and the development of appropriate content to ensure high levels of engagment e.g eCRM 4. To evaluate the digital marketing environment of a organisation/brand and propose strategies for future success.5. To gain pratical insights in the use of digital analytic tools and by doing so, understand the role of social listening, measurement and metrics

Teaching / Learning Strategy

Theoretical and practical insight of Social Media Marketing will be provided through the development of a blended learning and teaching community with use use of various elearning tools e.g. padlet, discussion form, blogs, vid pods etc. The learning environment will be carefully managed to enhance students' academic learning experience, to develop independent learning and to develop transferable skills. Theoretical concepts will be developed and taught through lectures, seminars, online activities and directed learning. Concepts will be analysed in greater detail through a series of practical and student-centred learning including innovative case studies, scenario-based teaching, problem solving exercises, technology-led activities, group working, role playing exercises and guest speakers. The learning and teaching strategy will draw upon web based technologies to create an innovative and independent learning environment and directed study activities will be supported by the VLE. The use of digital analytic tools to provide rich brand insights into use of social media by consumers e.g. simialr web,social blade and Assessment for the module will consist of two pieces of coursework; coursework one - an individual report, coursework two - an e-portfolio. Students will be provided with the opportunity for formative feedback at key points within the academic semester before the final submission of the summative report. Feedback will be provided informally via seminars and online activities. Timely formal feedback will be provided for the coursework.

Indicative Reading

Essential Texts: Tuten et al, (2018) Social Media Marketing, 3rd Edition Sage Publication Chaffey, D, & Ellis-Chadwick, F, (2015) Digital Marketing: Strategy, Implementation & Practice (6th Edition), Pearson, Harlow. Chaffey, D, & Smith, P.R. (2017) Digital Marketing Excellence: planning and optimizing your Digital marketing, 5th Edition Routledge (ebook). Additional Texts: Blanchard,O. (2012) Social Media ROI Pearson Education Brown, D. and Fiorella, S. (2013) Influence Marketing Que Publishing Charlesworth, A. (2015) An introduction to Social Media Marketing, Taylor Francis Close A.G. (2012) Online Consumer Behaviour: Theory and Research in Social Media Advertising and E-Tail, Routledge (e-book). Damian R. (2017) Understanding Digital Marketing 4th Edition, Kogan Page London UK (ebook). Fill, C. (2013) Marketing Communications brands, experiences and participation 4th Edition, Taylor Francis (ebook). Hallam J. (2012) The Social Media Manifesto, Palgrave MacMillan. Harrison, R (2015) Social Media: Effective Strategies for Dominating Social Media Marketing with Facebook, Twitter, Youtube, Instagram, LinkedIn and Pinterest (2nd Edition), Createspace Independent Publishing Platform. Plume, et al., (2017) Social Media in the Marketing Context: a state of the art analysis and future directions, Elsevier Books Safko, L. (2012) The Social Media Bible 3rd Edition, John Wiley & Sons, Inc Smith, P.R. (2011) Marketing Communications intehgrating offline and online with social media, Sage Pulication Relevant journals: European Journal of Marketing Harvard Business Review International Journal of Information Management International Journal of Marketing International Journal of Retail & Distribution Management International Review of Retail, Distribution & Consumer Research Journal of Consumer Marketing Journal of Direct, Data and Digital Marketing practice Journal of Interactive Marketing Journal of International Marketing Journal of Marketing Journal of Marketing Intelligence and Planning Journal of Marketing Theory and Practice Journal of the Academy of Marketing Science Sloan Management Review The McKinsey Quarterly Useful websites: Marketing Apps e.g

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Communications: integrating offline and online with social media Critcal thinking, creatvity and problem solving Time management Oral presentaton and communicaton skills through seminars and individual/ group presentatons Cognitve and reflective skills Independent and group working skills Informaton technology skills Digital analytical skills

Module Structure

Activity Total Hours
Lectures (FT) 24.00
Assessment (FT) 40.00
Independent Learning (FT) 124.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 50.00 35% e-portfolio
Course Work 01 n/a 50.00 35% Individual Report 2000 words.