Social Media Marketing: building customer relationships BUS5050

  • Academic Session: 2024-25
  • School: Adam Smith Business School
  • Credits: 5
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Taught Wholly by Distance Learning: Yes
  • Collaborative Online International Learning: No

Short Description

This course is for those interested in using social media to build better customer-company relationships with a focus on Business-to-Customer (B2C) businesses. Students will develop understanding of the key dimensions in building customer-company relationships and how to leverage these dimensions on social media as part of a marketing strategy. 

Timetable

The course duration is five weeks. Teaching consists of weekly asynchronous lecture videos and learners will be expected to complete weekly learning activities (individual tasks and some group-based tasks). Activities will be posted on the discussion boards and enable opportunities for interaction between learners and the learner and teaching team. These activities are not graded but used to build on the knowledge discussed in the lecture material by bringing the seminar approach of learning (i.e. learning through enquiry, collaboration and discussion) to the online learning environment. Student groups will be set up in week one. Groups are used as part of a peer-to-peer learning approach and facilitate a community of learning. The course offers weekly drop-in online sessions where learners can ask the lecturer or tutor questions. These sessions are not mandatory but offer a space for learners to connect with each other and the teaching team in a synchronous environment.  

Requirements of Entry

Experience of working in marketing (or sub-fields within marketing or management, e.g. communications, public relations) whether in an official or informal capacity is ideal, as this course aims to be provide practical knowledge and guidance. However, experience is not required, and the course is also open to those who are simply interested in learning how to leverage social media for building customer-company relationships. This course is for those interested in using social media to build better customer-company relationships with a focus on Business-to-Customer (B2C) businesses.

Excluded Courses

None

Co-requisites

None

Assessment

Assessment

Weighting

Word Count

Course Aims

This course aims to provide practical knowledge and guidance and would benefit those currently in a marketing role.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

■ Evaluate the complex nature of relationship marketing

■ Explain the use of social media for marketing purposes

■ Demonstrate how to use the relationship criteria and characteristics of social media to build customer-company relationships

Minimum Requirement for Award of Credits

Completion of summative assessment.