Course Information Undergraduate prospectus

Social Media and Analytics

Course summary

Course code: MARK1234
Level: 6
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Mudra Mukesh



The aim of this course is to:

1. Provide an understanding of Social Media and its 4 zones- social community, social publishing, social entertainment and social commerce.
2. Enable students to critically evaluate social media campaigns.
3. Enable students to develop engaging social media campaign focusing on content development and research of the social consumer.
4. Enable students to perform various analysis related to social media and marketing to make marketing decisions.

Learning outcomes

On successful completion of this course a student will be able to:

1 Have a deep and critical understanding of Social Media and its relevance
2 Critically evaluate the 5th P of Marketing and it’s relevance in the current business environment including psychological motivations related to social commerce and recommend strategies and tools based on this learning to stimulate consumer decisions
3 Conduct a social media analysis and devise a social media strategy plan developing branded content and develop comprehensive plan for usage of social music, social TV, and social celebrities to share brand messaging
4 Evaluate social consumers and be able to synthesise social media campaigns to target specific social consumers using social listening, content analysis, and sentiment analysis to arrive at research-based decisions related social media marketing
5 Analyse the role of engagement in social communities and be able to appraise the existing engagement strategies and suggest improvements with the intent to build engaging social media campaign
6 Evaluate social content and discuss and apply how search engine optimization can play a role in social publishing and how social media metrics can inform social media marketing plans

Indicative content

1. 5th P of Marketing: Participation
2. Social Media Marketing Strategy
3. Social Consumers
4. Network Structure and Group Influence in Social Media
5. Social Community
6. Social Publishing
7. Social Entertainment
8. Social Commerce
9. Social Media for Consumer Insight
10. Social Media Metrics
11. Future trends in Social Media Marketing
12. Ethical issues and privacy

Teaching and learning activity

The course will commence in Term 1, and it is a 15 credit course. The teaching and learning activities include lectures, some of which will follow flipped classroom format. The teaching will also be conducted through weekly seminars after the lectures that will give room to students for group discussion, and application of learning. The learning activities will comprise reading book chapters, reading blogs, journal and news articles, attending lectures, as well as group presentations and discussions, and social media engagement, analysis and reflection. The students will be using various digital tools (podcasts, videos, blogs) for the formative and summative assessments.

Theoretical Underpinnings of the course
The course draws upon the theoretical framework in marketing literature and consumer behaviour literature. Therefore the building blocks of this course would be the disciplines of economics, strategy, psychology, and sociology. At the same time the course understands the pedagogical imperative of being more attuned to the needs of the digital natives and the social consumers and therefore intends to draw upon usage of podcasts, videos, and blogs for both teaching and assessment.


Group Video - 40% weighting, 40% pass mark, learning outcomes 1, 2, 3, 5 & 6. Outline Details - Groups will indicate a start-up in an industry of their choice, devise a Social media marketing strategy and present profile of social consumer and some recommendations for implementation in a video format. Video Duration: 15 minutes.

Individual Blog - 60% weighting, 40% pass mark, learning outcomes 1, 2, 3, 5 & 6. Outline Details - Students will write a blog on a web platform of their choice (Weebly, WordPress, either new or existing) highlighting their learning from the first summative task and adding their own personal insight by critiquing the social media campaign of another company. Blog Length: 1000 words.

Individual Podcast - Pass/Fail. Learning Outcomes - 1, 2 & 3. Outline Details - The Podcast will Highlight contemporary issues in Social Media Marketing and how students can relate that to the learnings in the course. Podcast Duration: 5-7 minutes.