About Course
Digital Economy & Social Media Marketing explores how digital platforms, social media, and technology (including AI-driven systems) are reshaping the national and global economy and transforming how organisations compete, innovate, manage customer relationships, and create new patterns of competition.
The module examines the evolution from traditional media to social media, the growth of e-business and e-commerce models, and the practical marketing tools and methods used in the digital environment—where performance can be measured and optimised in real time and where digital channels increasingly function as both marketing and sales platforms.
Digital Economy & Social Media Marketing — Overview, Aims & Learning Outcomes
Rationale
- Understand how social media and digital marketing are reshaping business, customer relationships, product development, and competition.
- Explore how digital media enables rapid, customisable content delivery and real-time measurement of engagement and effectiveness.
- Examine how e-business and internet-based organisational redesign are increasing demand for graduates with digital economy and e-commerce capabilities.
- Recognise digital media as both a marketing platform and a direct sales channel.
Summary of Aims
- Understand the evolution from traditional media to social media and the technologies enabling e-commerce and social media marketing.
- Appreciate the impact of the digital economy on business and finance.
- Develop foundational knowledge of the business and technical issues driving e-business.
- Explore e-business models and applications, including B2B and B2C marketing.
- Build practical skills to operate effectively in the “new economy”.
Marketing in the Social Media Context
- Marketing role and concept & the impact of social media.
- Auditing the marketing environment as part of marketing planning.
- Market segmentation, targeting and positioning.
- Brand development and management: social media context.
- Managing the marketing mix in the social media context, including product/services, pricing, promotion, and place.
- Digital tools and channels: E-mail marketing, pay-per-click, conversion optimisation, web analytics, mobile marketing, Google ads, and search engine marketing.
- Extended marketing mix (people, physical evidence, process), and business in the metaverse and digital products.
- Ethical issues in marketing: social media dimension.
Anticipated Learning Outcomes
- Distinguish between traditional media and social media.
- Explain the evolution of the metaverse.
- Identify business opportunities in the metaverse.
- Identify and explore challenges and potential impacts of a digital economy.
- Assess the challenges and benefits of conducting business electronically.
- Describe ICT underpinning e-business infrastructure and apply selective technologies to scenarios.
- Categorise and analyse a variety of e-business models.
- Discuss legal, social, and political impacts of e-commerce.
- Explain how social media has transformed sectors and individual firms.
Teaching & Learning Strategy and Methods
- Lectures and seminars supported by directed readings.
- Workshops to provide first-hand experience of internet technologies and their applications.
- Case study analysis and report work (case topic: digital fashion and avatars — to be decided).
Indicative Content
- Introduction to the digital economy
- The new paradigm of e-business
- The rise and fall of Dot.coms, what next?
- E-business trends
- The global web: advantages and disadvantages
- Taxonomy of e-business models
- E-business applications
- E-procurement and e-supply chain
Assessment & Feedback Strategy
- Coursework — 50%
- Examination — 50%
Coursework includes a practical element and an in-depth discussion of a relevant topic, focusing on the ability to apply ICT appropriately to a scenario or case study. Feedback is provided throughout via seminars/workshops and through written feedback on the formal assignment.
Exam format: The two-hour exam is generally based on essay questions and a case study, requiring strong understanding of issues covered in lectures, additional readings, and case studies.
Group project: Case studies are provided at the beginning of the course; evaluation is based on a written consulting-style report demonstrating teamwork, research, and professional presentation.
Learning Environment
- Lectures start 5 minutes after the beginning of the period and finish 5 minutes before the end to allow transition time (where relevant).
- Attendance is compulsory; missing more than 3 scheduled classes results in a 20% deduction from coursework.
- No food or drinks (except bottled water) in the classroom; classes are normally online.
- Resources are provided via Moodle, DingTalk, and MS Teams (essential readings: TBD).
Course Content
Foundations of Digital Marketing & Social Media
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Social media and marketing fundamentals
Digital Strategy & Customer Relationships
Marketing Environment & Competitiveness
Marketing Information & the Digital Marketing Mix
Digital Marketing Tools & Analytics
Segmentation, Targeting & Positioning in Social Media
Digital Products, Services & Branding
Innovation & Product Life Cycle in the Digital Age
Promotion & Integrated Digital Communications
E-Commerce Channels & Digital Supply Chains
Data, Privacy & Digital Security
Communicating Customer Value through Digital Media
Ethics & Responsibility in the Digital Economy
The Future of Digital Marketing
Student Ratings & Reviews
