BUSN2048 Social Media Marketing

In this topic, through the use of collaborative and interactive approaches, students will learn about various social media platforms and best practices in social media marketing. In addition to examining the social media platforms, the topic covers analytical tools (marketing metrics) in relation to social media, implementation of social media strategies or tactics and evaluation of impact of social media activities on buyer behaviour and market.

Specifically, creating effective content, evaluation of platforms, effective use of multiple social media platforms, monitoring and measuring social media marketing, and understanding of social media metrics will be part of the topic.

This topic aims to introduce students to the concepts and tools used in social media marketing. It covers various social media marketing platforms. It introduces students to theories and practices around social media marketing that have been proven effective in multiple business situations and for varied marketing objectives. It also introduces different monitoring and measurement tools.

Students will learn how and why marketers use certain platforms to attain a desired objective, how to use different metrics and interpret it. They will also learn how to plan, develop and implement strategies.

Finally, it aims to provide an opportunity to engage in critical thinking and discussion around the body of knowledge that will form the basis of lifelong learning.

1. Describe various social media marketing platforms
2. Critically evaluate the effectiveness of various social media marketing platforms
3. Design and implement social media marketing strategies and/or tactics
4. Evaluate the impact of social media marketing on buyer behaviour and the market
5. Explain different metrics in relation to social media
6. Recognise the importance of social media marketing in overall marketing strategy of a business