Business Communication and Social Media
Students will learn how businesses communicate with 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.
Our summer courses are designed using a hybrid teaching model and can be taught fully in-person, fully online, or a mix of both. This flexibility means our courses will be delivered in-line with Government and University COVID-19 guidelines. Students will be informed of the intended delivery method as soon as we are able to confirm this and in advance of the course start date.
|Teaching Fellow||Dr Qian Wang|
|Credit level||SCQF Level 8 (Year 1 Undergraduate)|
|Credits||20 SCQF/10 ECTS/4 US (Read more about credit study)|
|Eligibility||1 year of undergraduate study and aged 18 or above|
|Language requirements||Evidence of language ability equivalent to IELTS 6.5 (with a minimum of 5.5 in each component) or above|
|Start date||05 July 2021|
|Application deadline||16 May 2021 (Midnight - BST)|
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.
In the first part of the course, 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.
- 2-hour session on the first day plus 18 x 3-hour sessions
Live sessions will run from 10.00-12.00 (BST) on the first day and 10.00-13.00 (BST) on all other days; there won't be any teaching on the final Friday
- Session 1 Introduction to the course
- Session 2 Stakeholder Theory and Digital Strategy
- Session 3 Social Media Marketing Plan I
- Session 4 Social Media Marketing Plan II
- Session 5 The Digital Ecosystem
- Session 6 Digital Analytics Concepts
- Session 7 Analysing the Brand
- Session 8 Analysing the Audience
- Session 9 Facebook
- Session 10 LinkedIn
- Session 11 YouTube
- Session 12 Instagram
- Session 13 Twitter
- Session 14 SnapChat
- Session 15 Pinterest
- Session 16 Corporate Social Responsibility
- Session 17 Captology. Non-financial Reporting
- Session 18 Google Analytics
- Session 19 Summary and Conclusion
The course will be offered using a hybrid teaching model, using a combination of on-campus teaching and digital elements that allow students to take the course either based physically in Edinburgh, or remotely from home.
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.
- 2500-word essay (100%)
In preparation of the final essay, students will be encouraged to submit an essay plan of up to 750 words on which feedback will be provided.
On completion of this course, students will be able to:
- demonstrate a basic knowledge of the functionalities of different social media platforms;
- describe the key elements of a digital marketing campaign;
- identify the digital position of a business and how to improve their visibility online.
Applications for this course are now closed.