BUSI47R15: SOCIAL MEDIA STRATEGIES (ONLINE)

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• Social Media Strategies (Taught)

• 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

• 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.

Subject-specific Knowledge:

• 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

Subject-specific Skills:

• 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

Key Skills:

• 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

• The module is delivered via online learning across a six month period, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email).
• 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. .

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