Module BUSI47S15: SOCIAL MEDIA STRATEGIES (TAUGHT)

Department: Management and Marketing

BUSI47S15: SOCIAL MEDIA STRATEGIES (TAUGHT)

Tied To

• N1KR17: Business Administration (Finance) (Global) (for students entering between Oct 2010 - Apr 2013) (see Postgraduate Handbook 2016-2017 for details)
• N1KS17: Business Administration (Global) (for students entering between Oct 2010 - Apr 2013) (see Postgraduate Handbook 2018-2019 for details)

Pre-requisites

Corequisites

Excluded Combinations

Aims

• To explore the strategies and goals underpinning use of social media in organisations, together with the drivers for enterprise and value creation
• To understand the need for integration of social media platforms across business functions (i.e. marketing, human resources, supply chain management, etc.)
• To develop the knowledge and skills needed to design, implement and evaluate a strategy for the coordination of employee tasks and customer experiences across a variety of social media channels

Content

• Social media in organisations — uses, power and business risks
• Social media strategies — business case, plans and priorities
• Core competencies for the agile digital enterprise
• Technologies for social media success — infrastructure, governance and support
• Return on investment, key performance indicators and social media metrics
• CRM integration and customer analytics
• B2C and C2B — marketing, PR and the “voice“ of the customer
• The social media “back office“ — workforce engagement, areas of application, stakeholder collaboration, power and control issues, etc.
• Employee empowerment — roles, responsibilities, incentives, traits, culture, etc.
• The “dark side“ of social media — managing legal issues, ethics, misbehaviour, etc.

Learning Outcomes

• On completion of the module students should have:
• a critical understanding of the development of social media use in organisations, its associated business models and technologies, and the trends shaping its future
• advanced knowledge of challenges and critical success factors involved in managing social media initiatives and the organisational “back“ and “front“ offices
• a critical appreciation of social media strategy development, approaches, and performance optimisation and evaluation methodologies

• By the end of the module, students should:
• be able to evaluate an organisation's current social media capabilities including demand for, and barriers to, the use of digital channels
• be able to collect quality data from internal and external sources, assess and extract relevant information, and devise targeted digital and mobile marketing communication strategies
• be able to scope, plan, implement, manage and evaluate an effective and ethical social media strategy implementation

• In addition, students will have had the opportunity to further develop the following key skills:
• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced skills in the interpretation of data
• advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Continuous assessment and feedback on group performance in a simulated strategy development exercise.