Short Title:Social Media for Business
Full Title:Social Media for Business
Module Code:DMKT H1014
ECTS credits: 5
NFQ Level:6
Module Delivered in 3 programme(s)
Module Contributor:Niamh Braiden
Module Description:The purpose of this module is to provide students with – an understanding of the history, purpose, anatomy, best practices and current trends across Social Media platforms. -Learn how to research, use strategy and tactics, create engaging content, establish a following, & understand legal issues that confront Social Media. -Gain a high-level understanding of key social media marketing principles and strategies. - Learn how companies use Social Media for marketing, analytics and customer service.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Outline the evolution of social media and its' role in the modern enterprise, across different industry contexts
  2. Define the strategic business applications of social media marketing
  3. Describe how digital marketing strategies can integrate into existing marketing campaigns
  4. Select and utilise various social media platforms to achieve marketing goals
  5. Discuss how social media can provide insight that aids in business decision making
  6. Develop and structure a social media marketing campaign that is aligned with business objectives

Module Content & Assessment

Indicative Content
Introduction to Social Media for Business
• The role and importance of Social Media Marketing in the modern enterprise • Fundamentals of social media • Different industry contexts B2B, B2C, non-profit • Trends in social media: platforms, demographics, global context
Strategies and goals of Social Media
• Strategies and tactics ,rules of engagement and target audiences
Key Social Media Platforms for Business
• Facebook, LinkedIn, Twitter, Google Plus
Video/ Visual and Ephemeral Marketing
• Youtube, Vlogging, Vimeo, Instagram, Snapchat, Pinterest
Social Media Management & Analytics
• Setting goals, targets, analytics, KPIs, budget management & performance measurement
Social Customer Care
• Online Reputation Management •Social media for Customer Service •Listening tools •Review sites •Testimonials •Relationship building
Other Key Digital Tools & Technologies
• E-mail Marketing, Blogging, Gaming, viral campaigns, mobile marketing, SMS, RFID, NFC & QR codes for social media campaigns
Effective Social Media Content
• Create effective content through copy, pictures, videos, infographics, etc. • Content for various customer channel parameters • Content driven customer advocacy
Crafting a Social Media Plan
• Design, Planning, managing and integration of a Social Media Plan across channels, content strategy. Integration with offline media
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project CA project will follow and build on their semester one project from Introduction to Digital Marketing. The continuous assessment will take the form of a written report and ‘marketing pitch’ presentation. In this CA, students will have an opportunity to present a detailed marketing communications plan incorporating the various social media platforms. This assessment will be linked in this semester to that of Fundamentals of Marketing 2, details of which will be given in the brief. 2,3,4,5,6 40.00 n/a
Other Each student is required to create an e-portfolio and populate it with content on various topics related to the course, over the course of the semester. This should contain the student’s thoughts, reactions, insights pertaining to material covered in lectures, interactive learning sessions, the course text, case analyses, social media resources, prescribed reading and uncovered in external reading. It should evolve with the students' learning and be a tool that fosters class discussion. A detailed brief and marking matrix will be given in-class. 1,2,3,4,5,6 60.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 15.00
Every Week 15.00
Every Week 65.00
Recommended Book Resources
  • Michael Richards 2015, Social Media: Dominating Strategies for Social Media Marketing, Create Space [ISBN: 9781507764862]
  • Dave Chaffey & Fiona Ellis-Chadwick 2016, Digital Marketing: Strategy, Implementation and Practice, 6th Ed., Pearson [ISBN: 9781292077611]
Supplementary Book Resources
  • Mark W. Schaefer. 2014, Social Media Explained: Untangling the World's Most Misunderstood Business Trend, Mark W. Schaefer. [United States] [ISBN: 0615840035]
  • Andrew Macarthy., 500 social media marketing tips, ; CreateSpace] [Seattle, Wash. [ISBN: 1482014092]
  • Dave Kerpen 2012, Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks), 1st Ed., McGrawHill [ISBN: 1482014092]
This module does not have any article/paper resources
Other Resources
  • Website:: Free Social Media Marketing Kit marketing-resources-kit
  • Website:: Free Online Marketing Guides/Resources sources
  • Website:: Digital Trends in Ireland,
  • Website:: Social Media Guide for Small Buisness

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 2 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 2 Mandatory
BN_BDMKT_XDE Certificate in Digital Enterprise. Minor award of the Bachelor of Arts (Honours) in Digital Marketing 2 Mandatory