CRN 33137/33207 Search and Social Media Marketing (SSMM)
The assessment is split into three main sections:
- Analysis
- Plan
- Implementaton – A combination of work done in sections 1 & 2 + Twitter, LinkedIn + Another + Optimised Blog/Article Post
The topic of the blog post is required to be focussed on:
“How my time at Salford Business School has prepared me for a career in X* ”
*X is to be your career of choice.
Assessment Information/Brief
2
Assessment task details and instructions
Please note that you need to produce a recorded powerpoint presentation (mp4) that is based on practical tasks integral to this assignment. More information is provided at the end of this document:
Part A: Analysis – 50 marks
- Research the latest digital and social media trends – platforms, usage, demographics etc
- Research latest trends specifically related to recruitment
- Understand your audience (with particular reference to your position as a potential employee and your audience being the target employers and HR managers)
- Competitior analysis
Part B: Plan – 25 marks
Based on your analysis:
- Create a digital marketing strategy and optimised personal digital footprint (including profile) sufficient to apply for a job of your choice.
- You must produce a Search and Social Media Marketing strategy for 12 months
- A practical SSMM plan that identifies you as an individual who is looking to establish a career in this field and therefore become a recognisable “brand”
- This would include your online profile development with a view to being identified by employers as their preferred candidate of businesses, who might be interested working with you – if for example you are planning to be self-employed etc
Part C: Practical Plan Implementation & Reflection – 25 marks
- This has to include a number of social media profiles with justifications and one compulsory optimised blog post
Assessment Information/Brief
3
- Social Media accounts must include Twitter (Social Listening) and Linkedin but you can also focus on Instagram, TikTok, YouTube, Snapchat, etc.
(Total: 100 marks)
Assessed intended learning outcomes
On successful completion of this assessment, you will be able to:
Knowledge and Understanding.
- Critically discuss the evolution of online marketing strategies and the latest trends and practices.
- Critically discuss and evaluate websites based on their search and social media optimisation and digital presence.
- Critically evaluate the principles and processes involved in developing integrated marketing communications, including the impact of technology and other environmental influences on marketing communications and the media.
- Analyse the benefits, problems and challenges faced by businesses in using various social media marketing communication tools within complex global environments.
- Critically evaluate the principles and processes involved in developing integrated marketing communications, including the impact of technology and other environmental influences on marketing communications and the media.
- Develop a digital marketing strategy focusing on content/message leading to media/channel and tracking/measurement of implementation.
Transferable/Key Skills and other Attributes.
On completion of this module students will have had the opportunity to:
- Improve their planning, organising and time management skills
- Improve their research skills, data analysis and social media search strategy skill
- Develop their analytical and problem-solving skills
- Practice using initiative
- Develop effective written, oral communication and presentation skills
- Work both individually and collaboratively to solve a given problem
Module Aims
- To provide a critical insight into search and social media marketing and its strategic benefits to organisations operating within a digitally connected global marketplace.
Assessment Information/Brief
4
- To enable students to develop a critical understanding of the constantly evolving strategies, theories, trends and techniques in the use of Search Engine Optimisation (SEO) and Social Media Optimisation (SMO) in marketing communications.
- To develop practical skills required for the audit, planning, implementation and evaluation of Search and Social Media Marketing activities.
Word count/ duration (if applicable)
Your recorded PowerPoint presentation assessment should be 25-30 minutes and uploaded to Blackboard.
