Social Media Marketing

Overview

This unit aims to develop students’ strategic and practical capabilities in social media marketing as a core component of contemporary digital marketing strategy. Students will examine how organisations use social media platforms to build brand awareness, presence, engage audiences, and support customer acquisition and retention. The unit focuses on social media strategy development, content creation, platform selection, influencer and community management, advertising, and performance measurement using analytics. Students will design, implement, and evaluate social media marketing campaigns while considering ethical, legal, and governance issues that shape responsible social media practice

Unit learning outcomes

Students who successfully complete this unit will be able to:

1. Determine the role of social media as a strategic capability, and its relevance to professional development
2. Design and implement a social media marketing strategy that meets business objectives and engages a brand's target audience, while considering ethical and legal constraints
3. Create and manage social media content that drives acquisition, engagement, conversion, and other measurable marketing outcomes
4. Analyse social media performance data to evaluate effectiveness and make evidence‑based optimisation recommendations
5. Demonstrate certifications and competence in using industry best-practice social media marketing technology platforms

Teaching methods

All applicable locations

Assessment

Content

• The role of social media in marketing and digital strategy
• Social media marketing objectives and strategy development
• Social media channels, ecosystems, and audience behaviour
• Brand-aligned content creation for social media, including text, visuals, and video formats
• Paid, owned, and earned media in social media marketing
• Social media analytics, metrics, and performance measurement
• Influencer marketing, community management, and engagement strategies
• Social media risks, crisis management, and ethical considerations
• Certification in best-practice social media marketing technology platforms