Social Media

This module takes a consumer behaviour and organisational perspective. It looks at how powerful psychological dynamics have been translated into social media platforms and how these can work together to create business strategies, influence consumption and access to information. This module enables course participants to harness the power of social media whilst also critically reflect on its darker components. On completion of this module, learners will have conducted rigorous primary research using social media, discuss those results in relation to organisational and psychological theories, and apply their findings to business and marketing practices.

On successful completion of the module, students should be able to:

- Analyse and draw insights from consumer identities, online communities, and cultures on social media

- Develop a systematic understanding of how marketing intelligence is built through ‘big data’ for effective business strategies

- Critically apply an appropriate qualitative framework to undertake consumer insight research using social media

- Effectively communicate ideas and arguments derived from consumer insight research

- Critically reflect on current issues related to social media (ie. Diversity & inclusion, sustainability, ethics and privacy,…)