MK9714 - Social Media Intelligence and Strategy

You will be supported by a structured teaching and learning plan (TLP) designed to balance theoretical knowledge with practical application. This plan integrates lectures, hands-on workshops, and independent learning activities to ensure a comprehensive learning experience.

• Lectures and Workshops: Weekly lectures (1 hour) will introduce you to key concepts and frameworks in social media marketing, including platform-specific strategies, content creation, and analytics. These sessions will be complemented by 2-hour workshops where you will use industry-standard tools like Meta Ads Manager and Sprout Social to apply your learning in real-world scenarios.
• Directed Learning: Activities such as pre-reading academic and professional resources, preparing for workshops, and engaging in discussion forums on the e-learning platform will reinforce your understanding of the subject.
• Independent Learning: You will be encouraged to explore areas of personal interest within social media marketing, diving deeper into topics through extended reading, reflection, and applied research. This will help you develop a broader and more nuanced understanding of the field.
• Critical Reflection: Throughout the module, you will be guided to reflect critically on your knowledge, experiences, and practices, enabling you to develop the professional competence needed in a fast-paced and constantly evolving social media environment.

This holistic approach ensures that you are equipped with both the theoretical foundations and the practical skills to excel in social media marketing roles.

The university is well-equipped to support your learning and research needs with excellent library and teaching facilities, as well as access to up-to-date data and social media analytics software. You will have access to industry-standard tools such as Meta Ads Manager, Hootsuite, and Sprout Social, alongside Blackboard resources and Northumbria University’s comprehensive library and databases.

Academic content and delivery will be enhanced through guest lectures from experienced social media professionals, providing insights into current industry practices and emerging trends.

In addition, you will be supported at a programme level by an induction programme designed to introduce you to the University and the MSc Digital Marketing programme. You will also be assigned a personal tutor to provide ongoing pastoral support and guidance throughout your studies. Additional support is provided through detailed teaching and learning plans, formative and summative feedback mechanisms, and resources to help you navigate module requirements and assessments effectively.

This robust academic and practical support system ensures you have all the tools necessary to succeed in mastering social media strategy and analytics.

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Knowledge & Understanding:
• Develop a critical understanding of the principles and strategies of social media marketing, including platform-specific approaches, analytics, and campaign optimization in the context of integrated marketing strategies. [MLO1]

Intellectual / Professional skills & abilities:
• Design and evaluate social media campaigns using advanced tools and techniques, effectively communicating outcomes to relevant stakeholders. [MLO2]
• Make informed decisions to refine and optimise social media strategies using data-driven insights while addressing ethical and cultural implications. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Reflect on ethical values and demonstrate an understanding of the societal and cultural impact of social media marketing practices. [MLO4]

Formative Assessment:

• Participation in workshops and group discussions to practice campaign development, analytics interpretation, and ethical considerations.
• Feedback on draft strategies and analytical reflections.
• Reflective exercises on ethical and societal challenges in social media marketing.

Summative Assessment:

• Group Podcast Submission: Students will work in groups to produce a podcast episode (10–15 minutes) on a key topic in social media strategy and analytics. [MLO2, MLO4]
• Individual Analytical Report (60%): A 3,000-word critical analysis of a real-world social media campaign, including recommendations for improvement. [MLO1, MLO3, MLO4]

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The Social Media Strategy and Analytics module equips students with cutting-edge skills to design, implement, and analyse social media marketing strategies using advanced tools such as Meta Ads Manager, Hootsuite, and Sprout Social. Combining theory with practical application, the module covers platform-specific strategies (e.g., TikTok, Instagram, LinkedIn), campaign optimisation, and ethical considerations. Students will gain industry-relevant certifications, such as Meta Blueprint, and build a portfolio of data-driven campaigns.

This module directly supports the MSc Digital Marketing programme's employability goals by preparing students for careers in social media management, digital strategy, and analytics.