MS5203: e-Interactivity and Social Media

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Please note this module descriptor is indicative of the structure of this course and may be subject to change.

MS5203: e-Interactivity and Social Media

Module Title e-Interactivity and Social Media
Module Code MS5203
Module Tutor Sam Copland
School Business School
CAT Points 15
Level of Study 5
Brief Description

Interactive Communications provides new challenges for Marketing since they turn communication into interactive dialogue. Social media includes web-based and mobile technologies such as: emails, Internet forums, weblogs, blogs, wikis, podcasts, videos, social networking sites, content communities, and virtual game & social worlds. Underpinning social media is database technology. Database marketing is a form of direct marketing using databases of current & potential customers to generate personalized communications in order to promote a product or service

Indicative Syllabus

This module will build on the principles and foundations of e-marketing introduced in Level 2. It will review innovations in electronic marketing and is concerned with the evaluation of multimedia and social applications for marketing strategy. The marketing effectiveness of such approaches will be evaluated.

Learning Outcomes

A student passing this module should be able to:

  1. Evaluate the role and implications of digital innovations within virtual environments.
  2. Apply theoretical frameworks to understand the importance of social media and online social environments to marketing planning, and strategy development.
  3. Appreciate the marketing implications of the design and use of avatars in Marketing.
  4. Analyse the importance of social media strategies, and what is involved in their design, execution, and evaluation.
  5. Outline methods for data mining and database utilisation to improve marketing efficiency.
  6. Evaluate the advantages and limitations of virtual worlds, interactive   graphics, animations and social media.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 60% Coursework: Individual, standard written: 2000 words or equivalent
002: 40% Coursework: Group work, other: 2000 words or equivalent
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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