CRN 33137/33207 Search and Social Media Marketing (SSMM)

The assessment is split into three main sections:

1. Analysis
2. Plan
3. 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.

1. Critically discuss the evolution of online marketing strategies and the latest trends and practices.
2. Critically discuss and evaluate websites based on their search and social media optimisation and digital presence.
3. 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.
4. Analyse the benefits, problems and challenges faced by businesses in using various social media marketing communication tools within complex global environments.
5. 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.
6. 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:

5. Improve their planning, organising and time management skills
6. Improve their research skills, data analysis and social media search strategy skill
7. Develop their analytical and problem-solving skills
8. Practice using initiative
9. Develop effective written, oral communication and presentation skills
10. Work both individually and collaboratively to solve a given problem

Module Aims

1. 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

2. 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.
3. 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.