Applied Social Media and Digital Marketing

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Abstract

Social media and digital marketing is now embedded in many organisations ranging from SME to global companies. Individuals also have a vested interest in communicating their personal brand for commercial benefit through online tools. This subject is designed to provide an introduction to the world of digital and social media marketing, and help students to develop strategic and tactical skills that are required by industry. Students will examine how communication practices influence company motivations for creating a digital marketing strategy and the tactics to embed message across various networks. Further, students will learn how to assess the way digital technologies can be used in personal and professional settings. Students will also examine how digital technologies and social marketing tools comply with legal requirements and engage with ethical guidelines. Finally, students will explore key issues in measuring and evaluating social and digital media campaigns.

Syllabus

Introduction to digital marketingTypes of social media and digital networks and how they are used commercially (social and technical affordance)Networked nature of communicationMicro/macro environmentsGovernance and policyMarketing strategies for a social media and digital environmentSocial and digital marketing tactics (SEO, content marketing, big data analytics)Planning social media and digital communicationPower of … For more content click the Read More button below.

Introduction to digital marketing
Types of social media and digital networks and how they are used commercially (social and technical affordance)
Networked nature of communication
Micro/macro environments
Governance and policy
Marketing strategies for a social media and digital environment
Social and digital marketing tactics (SEO, content marketing, big data analytics)
Planning social media and digital communication
Power of personal online branding
Ethical and legal considerations
Online meaning making

Enrolment restrictions

Pre-requisite