Social Media and Search Engine Marketing

BMAN75322 Social Media and Search Engine Marketing 15 Semester 2 Postgraduate Taught Level 7 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 This unit explores the dynamic landscape of Social Media and Search Engine Marketing. Through practical applications and hands-on exercises, students will gain experience in crafting and executing targeted marketing campaigns across popular social platforms and search engines. Emphasis is placed on practical scenarios, enabling students to apply their learning to real-world marketing challenges and develop a practical understanding of digital marketing strategies and tactics.   This unit explores the dynamic landscape of Social Media and Search Engine Marketing. Through practical applications and hands-on exercises, students will gain experience in crafting and executing targeted marketing campaigns across popular social platforms and search engines. Emphasis is placed on practical scenarios, enabling students to apply their learning to real-world marketing challenges and develop a practical understanding of digital marketing strategies and tactics.   This unit aims to provide students with a comprehensive understanding of the principles, strategies, and tools involved in Social Media and Search Engine Marketing. Through theoretical insights and practical applications, students will develop the skills needed to create effective digital marketing campaigns and enhance online brand presence.  A1 Develop a profound comprehension of the foundational principles underlying Social Media and Search Engine Marketing strategies. Individual assignmentA5 Acquire in-depth knowledge of the key components contributing to the success of social media and search marketing campaigns. Individual assignment B1 Apply critical thinking to assess and adapt social media and search engine marketing strategies in response to evolving market trends. Individual assignment C5 Utilize tools for content optimization and audience targeting. Individual assignmentC6 Develop and implement social media and search engine marketing campaigns. Individual assignment D1 Communicate effectively through a written report. Individual assignment D4 Foster a proactive and innovative approach to problem-solving in the digital marketing context. Individual assignment  <span class="TextRun SCXW239823954 BCX8 NormalTextRun" style="-webkit-tap-highlight-color:transparent;-webkit-text-stroke-width:0px;-webkit-user-drag:none;font-family:"Microsoft Sans Serif", "Microsoft Sans Serif_EmbeddedFont", "Microsoft Sans Serif_MSFontService", sans-serif;font-size:11pt;font-style:normal;font-variant-caps:normal;font-variant-ligatures:none !important;font-weight:400;letter-spacing:normal;line-height:17.2667px;margin:0px;orphans:2;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;user-select:text;white-space:pre-wrap;widows:2;word-spacing:0px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB">Search Engine Marketing Stimulations are required to deliver the 2<span class="TrackedChange SCXW239823954 BCX8 TextRun NormalTextRun Superscript" style="-webkit-tap-highlight-color:transparent;-webkit-text-stroke-width:0px;-webkit-user-drag:none;font-family:"Microsoft Sans Serif", "Microsoft Sans Serif_EmbeddedFont", "Microsoft Sans Serif_MSFontService", sans-serif;font-size:8.5pt;font-style:normal;font-variant-caps:normal;font-variant-ligatures:none !important;font-weight:400;letter-spacing:normal;line-height:17.2667px;margin:0px;orphans:2;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;user-select:text;white-space:pre-wrap;widows:2;word-spacing:0px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB" data-fontsize="11">nd<span class="TextRun SCXW239823954 BCX8 NormalTextRun" style="-webkit-tap-highlight-color:transparent;-webkit-text-stroke-width:0px;-webkit-user-drag:none;font-family:"Microsoft Sans Serif", "Microsoft Sans Serif_EmbeddedFont", "Microsoft Sans Serif_MSFontService", sans-serif;font-size:11pt;font-style:normal;font-variant-caps:normal;font-variant-ligatures:none !important;font-weight:400;letter-spacing:normal;line-height:17.2667px;margin:0px;orphans:2;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;user-select:text;white-space:pre-wrap;widows:2;word-spacing:0px;" data-contrast="none" xml:lang="EN-GB" lang="EN-GB"> part of this unit.  Part 1 - Social Media Marketing Strategy and Planning The Four Zones of Social Media Social Media Data Management and Measurement Social Media Marketing in PracticePart 2 - Search Engine Marketing The concept of SEM and SEO SEO/SEM strategies Practical applications (keywords generation tools, page ranking mechanism, and title, meta, alt tags)   Short videos will be included in the VLE to support the lecture/laboratory work. Web links to relevant material will be included in the VLE. 10 x 3 Hour Lectures  0 Other 100% Individual Assignment 100% N Core reading  Tuten, T.L. (2024). Social Media Marketing. Fifth edition. Sage.  Das, S. (2020). Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing. 1st. Boca Raton: Chapman & Hall/CRC.  Supplementary reading  Chaffey, D., Ellis-Chadwick, F. and Ellis-Chadwick, Fiona. (2019). Digital marketing. Seventh edition. Harlow, United Kingdom ; Pearson Education Limited.  Kelsey, T. and Kelsey, T. (2017). Introduction to Search Engine Marketing and AdWords: A Guide for Absolute Beginners. T. Kelsey, ed. Wheaton, Illinois: Apress.    Lectures 10 Practical classes & workshops 20 0 120