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DRPS : Course Catalogue : Centre for Open Learning : Business

Undergraduate Course: Business Communication and Social Media (LLLM08002)

Course Outline
SchoolCentre for Open Learning CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 8 (Year 1 Undergraduate) AvailabilityNot available to visiting students
SCQF Credits20 ECTS Credits10
SummaryIn this course, students will learn how businesses communicate to their different stakeholders in the context of the Internet and social media, with a focus on how different communication models are used in the most popular social media platforms.
Course description 1) Academic Description┬┐

The course is aimed for students interested in understanding how technology has changed business communication and how social media platforms provide firms with the opportunity to target their messages to different stakeholders. Students will be introduced to some of the key concepts of business communication as applied to digital marketing campaigns. In addition, the course will provide an overview of the methods employed to measure the effectiveness of business communication in social media.

2) Outline Content

The course is divided into two parts. In the first part, students will explore the foundations of business communication in social media, including definitions of business communication 2.0, stakeholder theory, dialogic theory, and the characteristics of a digital marketing campaign. The second part will focus on the most popular social media platforms, including Facebook, LinkedIn, YouTube, Instagram, Twitter, Snapchat and Pinterest. Students will learn how to analyse the engagement achieved with marketing campaigns on these platforms.

3) Student Learning Experience

The course will be taught through a combination of lecture, group work and tutorial discussion. Practical exercises will allow the students to reflect on the characteristics of the different social media platforms and how these can be used to achieve companies┬┐ goals. In addition, students will learn how to measure the effectiveness of a digital marketing campaign. The tutorials will allow them to learn from their peers by holding group discussions and working together in the analysis of different case studies.

Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. demonstrate a basic knowledge of the functionalities of different social media platforms;
  2. describe the key elements of a digital marketing campaign;
  3. identify the digital position of a business and how to improve their visibility online.
Reading List
Essential Reading:
Hemann, C., and Burbary, K., 2018. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. 2nd edition. Harlow: Pearson Education.

Recommended Reading:
Dodson, I., 2016. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken, NJ: John Wiley & Sons.
Additional Information
Graduate Attributes and Skills Problem solving; analytical thinking; critical thinking
KeywordsBusiness Communication,Social Media,Digital Strategy,Stakeholder Theory
Course organiserMr Maximillian Jaede
Course secretaryMs Kameliya Skerleva
Tel: (0131 6)51 1855
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