Undergraduate Course: Business Communication and Social Media (LLLM08002)
Course Outline
| School | Centre for Open Learning |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 8 (Year 1 Undergraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | In this course, students will learn how businesses communicate to their different stakeholders in the context of the Internet and social media, with a focus on how different communication models are used in the most popular social media platforms. |
| Course description |
1) Academic Description¿
The course is aimed for students interested in understanding how technology has changed business communication and how social media platforms provide firms with the opportunity to target their messages to different stakeholders. Students will be introduced to some of the key concepts of business communication as applied to digital marketing campaigns. In addition, the course will provide an overview of the methods employed to measure the effectiveness of business communication in social media.
2) Outline Content
The course is divided into two parts. In the first part, students will explore the foundations of business communication in social media, including definitions of business communication 2.0, stakeholder theory, dialogic theory, and the characteristics of a digital marketing campaign. The second part will focus on the most popular social media platforms, including Facebook, LinkedIn, YouTube, Instagram, Twitter, Snapchat and Pinterest. Students will learn how to analyse the engagement achieved with marketing campaigns on these platforms.
3) Student Learning Experience
The course will be taught through a combination of lecture, group work and tutorial discussion. Practical exercises will allow the students to reflect on the characteristics of the different social media platforms and how these can be used to achieve companies¿ goals. In addition, students will learn how to measure the effectiveness of a digital marketing campaign. The tutorials will allow them to learn from their peers by holding group discussions and working together in the analysis of different case studies.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
| Not being delivered |
Learning Outcomes
On completion of this course, the student will be able to:
- demonstrate a basic knowledge of the functionalities of different social media platforms;
- describe the key elements of a digital marketing campaign;
- identify the digital position of a business and how to improve their visibility online.
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Reading List
Essential Reading:
Hemann, C., and Burbary, K., 2018. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. 2nd edition. Harlow: Pearson Education.
Recommended Reading:
Dodson, I., 2016. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken, NJ: John Wiley & Sons.
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Additional Information
| Graduate Attributes and Skills |
Problem solving; analytical thinking; critical thinking |
| Keywords | Business Communication,Social Media,Digital Strategy,Stakeholder Theory |
Contacts
| Course organiser | Mr Maximillian Jaede
Tel:
Email: |
Course secretary | Ms Kameliya Skerleva
Tel: (0131 6)51 1855
Email: |
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