Social Media Marketing

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Module Title – Social Networking and Enterprise

Module Code - 6BUS1062

Academic Year - 2012/13

Semester - A

Contents:

Social networking is a rapidly growing phenomenon with hundreds of millions of users around the world making it one of the most influential media in the web technology today. Hundreds of companies globally use social networking to gain credibility, foster employee relationships, build a forum for communication with customers, and in most cases, boost sales. Businesses receive inquiries directly from consumers and other businesses without advertising, which results in lower costs and higher conversion rates. Therefore, this module explores insights of the social networking sites and opportunities they present for organisations.

2a)Module aims
To explore and understand trends of the online networking collaboration tools and their impact in strategic development of an organisation.

2b)Module Learning Outcomes

Successful students will typically have a knowledge and understanding of:

* The trends on networked computing platforms including social networking and online collaboration tools * The impact of the social networking for different business processes in an enterprise * The use of the social networking opportunities for the future business growth and development * Critically evaluate and identify effective social networking sites to improve business performance * Work individually and in groups to develop strategies for business improvements using online social networking * Recommend the most effective social networking to use for improving performance of different departments in an organisation

3.Format of delivery
One-hour lecture and one-hour tutorial each week

4. The learning outcomes will be achieved by combinations of: attendance of lectures, seminars, group discussions, role-play, interactive media, online collaboration tools, specified further reading and also by completion of class exercises and course work. Students will be introduced to topics and examples of practice during the lectures; they also will be given the opportunity to develop transferable skills and to discuss the material presented in the lectures. Students are expected to undertake relevant reading, additional practice and work towards assessments and other self-directed study.

5.(a)Weekly programme to include:

Semester A – Social Networking and Enterprise|
Week| Components and Activities | Reading|
1| Module intro, assessment, aims, objectives and overall market trends | Watch The Social Network film and discuss your thoughts in Studynet discussions site.| 2| Understand fundamentals of social networking| Safko (2012) The Social Media Bible – chapters 1 and 2| 3| Types of social networking sites| Solis (2011) The Complete Guide for Brands and Businesses – chapter 7Kerpen (2011) Likeable Social Media – Appendix: A refresher guide to Social Networks that matter most| 4| The difference between Social Media and Social Networking| Solis (2011) The Complete Guide for Brands and Businesses – chapters 3 and 7| 5| Why social networking strategies| Safko (2012) The Social Media Bible – chapters 21, 24, 25Solis (2011) The Complete Guide for Brands and Businesses – chapters 11, 12Solis (2011) The Complete Guide for Brands and Businesses – chapter 15| 6| Get started with social networking| Kerpen (2011) Likeable Social Media – chapters 1, 3, 5, 6, 8 and 11.Hunt (2009) The Whuffie Factor – chapter 3| 7| Measure customer engagement using tools and analytics| Sterne (2010) Social Media Metrics – chapters 7, 8 and 9Safko (2012) The Social Media Bible – chapter 26Solis (2011) The Complete Guide for Brands and Businesses – chapter 26| 8| Customer support using social networks | Hunt (2009) The Whuffie Factor - chapters 4 and 5Solis (2011) The Complete Guide for Brands and Businesses – chapters 18 and 19| 9| Improve and...
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