Module manager: Lijun Zhang
Email: L.Zhang7@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2025/26
This module is not approved as a discovery module
Social media is an increasingly integral part of marketing in a digital world. This module explores the dynamic intersection of social media, content creation, and influencer marketing, highlighting the critical role these elements play in contemporary digital marketing strategies. The module equips students with the knowledge to create and manage effective social media and influencer marketing campaigns that drive engagement and brand awareness.
The module aims to provide a solid grounding in the fundamental principles of content and influencer marketing in the context of social media. The module adopts a learning-by-doing approach, where students get the opportunity to apply the theories and concepts to practice.
Overall objectives:
- Understand the fundamentals of content and influencer marketing in the context of social media.
- Identify key issues and challenges related to social media marketing.
- Provide solutions to address changing customer needs
- Critically evaluate and measure the outcomes of a social media marketing campaign.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
- Demonstrate knowledge of the fundamental concepts underpinning social and influencer marketing.
- Critically evaluate and apply related content marketing concepts.
- Gain a systematic understanding of the core features and characteristics of various social media channels.
- Critically assess social media strategies and produce informed, detailed, measurable, operational plans to address identified business problems.
On successful completion of the module students will have demonstrated the following skills learning outcomes:
1. Digital Proficiency
2. Critical thinking
3. Academic Writing
4. Time Management
Indicative content:
- Introduction to Social Media Marketing
- Social Media Strategy and Planning
- Content Creation and Curation
- Social Media Advertising
- Community Management and Engagement
- Measuring Effectiveness & Optimisation
- Trends and Future of Social Media Marketing
- Ethical Consideration and Best Practices
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 1 | 10 |
| Seminar | 5 | 1 | 5 |
| Independent online learning hours | 85 | ||
| Private study hours | 0 | ||
| Total Contact hours | 15 | ||
| Total hours (100hr per 10 credits) | 100 | ||
- During the lectures, progress will be monitored by in-class exercises and unassessed pop-quizzes.
- The seminars will adopt a more active learning approach including time spent running the simulation and group discussion.
- In some seminars, case studies will be used. Students will be required to work in groups to apply the frameworks and theories learnt during the lecture to address the problems highlighted in the case. Feedback will be provided during the in-class discussions.
- In some seminars, students will be asked to create a simulated social marketing campaign. Feedback on every round of the simulation will be provided during the seminars, on Minerva and the simulation platform. Moreover, assistance will be provided during the seminars. This feedback will directly support students in developing their assignment.
- In addition, mini cases will be used to supplement the simulation to illustrate how these social marketing strategies translate into real-life businesses.
- Weekly office hours will be available so that students could arrange to drop in outside the main teaching sessions to discuss progress and identify/respond to areas of difficulty.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Coursework | 2,000 word Individual Report | 100 |
| Total percentage (Assessment Coursework) | 100 | |
The resits for this module will be 100% by 2000-word individual report.
The reading list is available from the Library website
Last updated: 30/04/2025
Errors, omissions, failed links etc should be notified to the Catalogue Team