Social media marketing

This unit will extend understanding of digital marketing, in particular the role of new media. The social media landscape will be investigated, in terms of the tools and technologies, as well as consumers and communities. Approaches to understanding customers and stakeholders through the use of social media will be explored, and various strategies to engage with these stakeholders will be developed. Particular emphasis will be placed on understanding trends and changes in consumer behaviour as a result of social media, including examining why and how certain ideas spread and how businesses can meet the needs and wants of consumers through the social media landscape.