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MKT3012 Social Media and Viral Marketing

Question

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Module overview

This module aims to provide students with an understanding of social media and viral marketing and will incorporate owned, earned and paid tactics. The practice of social media and viral marketing in today's marketing landscape will be outlined inaddition to how social media and viral marketing facilitates and changes the behaviours of consumers in the marketplace. In preparation for future employment, the module will allow students to apply taught theories to real-life organisations.

Learning Outcomes

On completion of the module the successful student will be able to:

1. Critically evaluate social media practice with reference to owned, paid and earned tactics

2. Apply relevant theory and models to recommend solutions to social media challenges

3. Identify, synthesise and review literature on viral marketing

4. Design viral content with due attention to the psychology and sociology of viral marketing, ethical issues and content sharing research Syllabus

● Introduction to Social Media and Viral Marketing

● The psychology and sociology of social media, viral marketing and content sharing

● Viral Marketing seeding

● Social Media and viral marketing plan tactics and measurements

● Paid owned and earned social media tools

● Influence marketing

● Social Commerce

● Social Media Monitoring and Measurement

● Social Media and Viral Marketing ethics and best practice

Learning, Teaching and Assessment Strategy he teaching comprises weekly lectures and labs. The lectures will introduce, review and discuss key social media and viral marketing concepts and the labs will involve individual and small group learning practical activities. The module will provide opportunities for formative feedback both in seminars and bookable individual tutorials. The module will be supported by the Middlesex University online learning environment, MyUnihub

Formative feedback will be provided during the seminars and lectures. This will include tutor feedback on seminar contributions and regular case analysis.

Then discuss your recommendation in depth. Show a design for your recommendation (this can be designed in whatever way you wish, even if you want to use hand drawn images).

So a structure for each point could be:

• Clear subheading for your recommendation

• Show a design of your recommendation (if applicable, but make sure you have at least two designs overall). So this could be an improved Instagram post, a TikTok storyboard and song ideas, a Snapchat story

• State what challenge it is solving from the ones you’ve identified in section 1

• Discuss what your recommendation is and why you think your recommendation would work, using references to be backing up your ideas. Argue your case well.

1. Critically evaluate social media practice with reference to owned, paid and earned tactics

2. Apply relevant theory and models to recommend solutions to social media challenges

3. Identify, synthesise and review literature on viral marketing

4. Design viral content with due attention to the psychology and sociology of viral marketing, ethical issues and content sharing research

MKT3012 Social Media and Viral Marketing

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