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NBS8639 : Social Media Marketing

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Hao Du
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
  • Capacity limit: 150 student places

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


This module aims to provide an in-depth theoretical and practical focus on one of the most important modern developments in digital marketing: social media. The module examines the nature of the social media environment, consumer-generated content, and social consumers, drawing on salient theoretical underpinnings. Key concepts and application domains are explored, including social communities, social influencers, and social commerce. The module also aims to equip students with the knowledge and skills to develop a social media marketing campaign and to evaluate its implementation. The learning on the module culminates in the students working in teams to develop a viral social media campaign for a Live Client.

Outline Of Syllabus

- The social media environment.
- Social consumers: nature, behaviour, and segmentation.
- Communities and influencers.
- Social media marketing strategy.
- Tactical planning and execution of social media plans.
- New directions in social commerce.
- Social content, community, and entertainment.
- Social media analytics and metrics.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion131:0031:00N/A
Scheduled Learning And Teaching ActivitiesLecture82:0016:00Key module content
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00Formative Feedback, Cases and Live Client Interactions.
Guided Independent StudyIndependent study125:0025:00N/A
Teaching Rationale And Relationship

Student knowledge of social media marketing will be developed primarily through the lectures, including lectures from practitioners, and by discussing many relevant examples and cases. This will be supported through directed reading and independent study. Small group sessions will focus on some in-depth case studies and enable students to ask specific questions regarding their group assignments and receive verbal feedback.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report2M100Students (in groups) will develop a social media viral campaign for a selected brand/live client.
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Report2MStudents will receive verbal feedback on analysing a selected live client company for the group report.
Assessment Rationale And Relationship

The summative assessment for the module is a 2000-word group report that will provide students with the opportunity to:
1.       Analyse the usage of social media marketing for a selected company using the knowledge, understanding, and skills developed in the module.
2.       Systematically develop a new social media viral campaign for the company based on the analysis using the knowledge, understanding, and skills gained from the module.

The formative assessment relates to the first step of the group report, the analysis of the target company's current usage of social media marketing. Students will receive verbal feedback on their initial evaluations to inform their assignment preparation.

Reading Lists