Social Media Management

This module provides a strategic overview of the rewards and challenges of media management in the C21st. It introduces the complex and changing context in which media is envisioned, created, and distributed, to explore and challenge the assumptions of contemporary management theories and practices.  It complements these ideas by exploring the ever-changing notion of work.  The module builds towards an assessment in which you are given an opportunity to explore these key ideas, through analysing a contemporary case study.

This module provides a critical account of the main research approaches that are employed in researching social media. In doing so, the module will give students a chance to evaluate the epistemological claims made for traditional research methods when exploring this contemporary media form. It will also give students a chance to explore the possible management benefits and the ethical challenges presented by these methods. On completing this module, students will be able to evaluate which research methods are most appropriate in developing their own research questions and be fully prepared for the independent research tasks presented by the later stages of their degree.

Marketing communications play a vital role in supporting and maintaining a brand. Marketing has now become ‘multilogue’ with the exponential growth in word-of-mouth social media marketing. This module will introduce students to the key concepts of social media marketing. Students will learn how to understand, critically evaluate and apply conceptual social media frameworks, theories and approaches relevant to their marketing and promotional mix. They will discover how social media networks are used as part of the marketing strategies of a variety of different organisations. They will be able to harness the key metrics tools in order to listen, monitor and manage communications. The module also aims to develop students’ strategic understanding of how to build and manage a social media marketing communications campaign which impacts on the identified target audiences and integrates with all other relevant media.

Careful planning and real-time project management are key to the success of any media project. This module, therefore, focuses on the key processes that underpin the design, implementation, and project management of a media venture. In doing so, it considers how to frame the challenges, management requirements and reporting processes that foster a successful outcome. It also addresses the management strategies adopted within wider industry, to interrogate their utility within the media/creative sector. In doing so, it will consider resource planning, risk analysis, and budgeting as key components of successful project management.

This module concludes with an assessment which gives you an opportunity to deploy these key media management skills in a report about an original media project of your own devising.

Students will begin this module by analysing the freelance context and the different tasks that an entrepreneurial creative may be required to undertake. They will then apply these ideas as they learn how to craft content for a variety of different publications and channels; including website copy, press releases, blog posts, corporate communications, grant applications, projects proposals, or newsletters, all while being mindful of the style and content required by the stakeholders. Students will also investigate the significance of online ‘influencers’, wider community engagement, crowdsourcing and crowdfunding, search engine optimized copy, ad creation, & video and audio content, to their own freelance activities.

The Media Management Dissertation/Practical Project enables students to specialise in an area of interest by conducting an independent, masters-level research/ practical project, guided by research-active tutors. Students will critically evaluate different research and/or media practices, develop research/project strategies, conduct research using secondary, primary and/or practice-based methodologies and analyse their findings in relation to contemporary media theories.

The Media Management Dissertation/Practical project is of interest to potential future employers, demonstrating critical abilities, research expertise and/or state-of-the-art practical knowledge. It can also foster student interest in conducting further research, whether in a consultancy role or in academic research at PhD level.