IIE Learn Module Outline MACE5112/d/w

Marketing in the 21st Century

MACE5112/d/w
MODULE OUTLINE 2023
(First Edition: 2021)

This guide enjoys copyright under the Berne Convention. In terms of the Copyright Act, no 98
of 1978, no part of this manual may be reproduced or transmitted in any form or by any means,
electronic or mechanical, including photocopying, recording or by any other information
storage and retrieval system without permission in writing from the proprietor.

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Company registration number: 1987/004754/07.

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IIE Learn Module Outline MACE5112/d/w

Table of Contents
Introduction.................................................................................................................................. 3
Using this Module Outline ........................................................................................................... 4
This Module on Learn................................................................................................................... 5
Icons Used in this Document and on Learn ................................................................................. 6
Module Resources........................................................................................................................ 7
Module Purpose ........................................................................................................................... 8
Module Outcomes........................................................................................................................ 8
Assessments ................................................................................................................................. 9
Module Pacer ............................................................................................................................. 15
Glossary of Key Terms for this Module ...................................................................................... 30

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IIE Learn Module Outline MACE5112/d/w

Introduction
Marketing is defined by the American Marketing Association (AMA) as “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large”. Marketing is ultimately
the vehicle for an organisation to tell customers, clients, partners, and society at large about a
product or service being offered that will fulfil a need that those parties have. It is safe to say
that the marketing of an organisation’s products or services has a direct impact on the success
of that product or service in the marketplace. Without telling others about a product or service,
how would they know to buy the product or service from an organisation? The field of
marketing has however changed tremendously, marketing in the 21st century is very different
to what is was in the previous century. The main contributor to this change can be ascribed to
the introduction of The Internet. The Internet forms the basis of all online activity, both for
individuals and organisations. The content of this module focuses on how the internet and
social media can be utilised in organisational marketing efforts.

In Learning Unit 1 the concept of social media as a marketing tool and aspects such as the
characteristics of social media; how organisations have changed their communication methods
since the introduction of social media and how organisations can research their marketing
objectives by employing social media is covered. In Learning Unit 2 the importance of
developing a strategy to incorporate social media marketing into the organisation’s overall
marketing strategy is highlighted. A brief look at social media policy follows concludes this
learning unit. In Learning Unit 3 the concept of the social consumer is investigated. A reflection
on the four social media zones will enhance the understanding of why consumers engage in
online activities. Learning Unit 4 will look at the role of various online communities and the
influence that these roles have on the behaviour of others. A separate section is devoted to
the significance of social networks and how these networks behave online. Learning Unit 5
explores three distinct aspects of marketing in the 21st century: social publishing (who are the
creators of online content as well as the channels and platforms available to distribute
content); social entertainment (online games played and how organisations can use alternate
reality to promote their brands) and lastly social commerce (how it differs from e-commerce
as well as the psychological factors that influence online buying behaviour. Learning Unit 6 will
investigate social media research, different data types as well as common errors that can
distort the data gathered from social platforms. This learning unit concludes with a look at
social media metrics to measure the performance of social media marketing efforts.

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IIE Learn Module Outline MACE5112/d/w

Using this Module Outline

This module outline has been developed to support your learning. Please note that the content
of this module is on Learn as well as in the prescribed material. You will not succeed in this
module if you focus on this document alone.

• This document does not reflect all the content on Learn, the links to different resources,
nor the specific instructions for the group and individual activities.
• Your lecturer will decide when activities are available/open for submission and when
these submissions or contributions are due. Ensure that you take note of
announcements made during lectures and/or posted within Learn in this regard.

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IIE Learn Module Outline MACE5112/d/w

This Module on Learn

Learn is an online space, designed to support and maximise your learning in an active manner.
Its main purpose is to guide and pace you through the module. In addition to the information
provided in this document, you will find the following when you access Learn:

• An assessment brief;
• A list of prescribed material;
• A variety of additional online resources (articles, videos, audio, interactive graphics, etc.)
in each learning unit that will further help to explain theoretical concepts;
• Critical questions to guide you through the module’s objectives;
• Collaborative and individual activities (all of which are gradable) with time-on-task
estimates to assist you in managing your time around these;
• Revision questions, or references to revision questions, after each learning unit.

Kindly note:

• Unless you are completing this as a distance module, Learn does not replace your
contact time with your lecturers and/or tutors.
• MACE5112 is a Learn module, and as such, you are required to engage extensively
with the content on the Learn platform. Effective use of this tool will provide you with
opportunities to discuss, debate, and consolidate your understanding of the content
presented in this module.
• You are expected to work through the learning units on Learn in your own time –
especially before class. Any contact sessions will therefore be used to raise and
address any questions or interesting points with your lecturer, and not to cover every
aspect of this module.
• Your lecturer will communicate submission dates for specific activities in class and/or
on Learn.

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IIE Learn Module Outline MACE5112/d/w

Icons Used in this Document and on Learn

The following icons are used in all your modules on Learn:

Icon Description

A list of what you should be able to do after working through the

learning unit.

Specific references to sections in the prescribed work.

Questions to help you recognise or think about theoretical concepts

to be covered.

Sections where you get to grapple with the content/ theory. This is
mainly presented in the form of questions which focus your attention
and are aimed at helping you to understand the content better. You
will be presented with online resources to work through (in addition
to the textbook or manual references) and find some of the answers
to the questions posed.

Opportunities to make connections between different chunks of

theory in the module or to real life.

Real life or world of work information or examples of application of

theory, using online resources for self-exploration.

You need to log onto Learn to:

• Access online resources such as articles, interactive graphics,
explanations, video clips, etc. which will assist you in mastering
the content; and
• View instructions and submit or post your contributions to
individual or group activities which are managed and tracked on
Learn.

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IIE Learn Module Outline MACE5112/d/w

Module Resources
Prescribed Material Tracy L. Tuten and Michael R. Solomon, 2013. Social Media
(PM) for this Module Marketing. International Edition: Pearson Education Limited.
ISBN No: 9781292023533
Recommended Please note that a number of additional resources and links to
Readings, Digital, and resources are provided throughout this module on the Learn
Web Resources platform. You are encouraged to engage with these as they will
assist you in mastering the various objectives of this module. They
may also be useful resources for completing any assignments. You
will not, however, be assessed under examination conditions on
any additional or recommended reading material.
Module Overview You will find an overview of this module on Learn under the
Module Information link in the Course Menu.
Assessments Find more information on this module’s assessments in this
document and on the Student Portal.

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IIE Learn Module Outline MACE5112/d/w

Module Purpose
The purpose of this module is to provide knowledge and insight into the latest marketing
tools and trends of the 21st Century. Incorporating developments in technology, the module
highlights the various ways in which organisations interact and engage through digital
platform with consumers at different points in the purchasing cycle.
Module Outcomes
Comprehend the tools used to effectively market an organisation in the 21st
MO1
Century on a digital platform.

MO2 Identify core issues in contemporary marketing.

Comprehend the role of technology in providing insight into customers and

MO3
innovation in marketing.

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Assessments
MACE5112/d/p
Integrated Curriculum Engagement (ICE)
Minimum number of ICE activities to complete 4
Weighting towards the final module mark 10%

Formatives Take-Home Test Assignment

Weighting 20% 30%
Duration 1 hour Approximately 10 hours
Write/Submit
Period 4 Period 5
after
Learning Units
LU 1-3 LU1-4
covered
Resources
Additional research required Additional research required
required

Summative Take-Home Examination

Weighting 40%
Duration 2 hours
Total Marks 120
Open/Closed Book Open
Resources required Additional research required
Learning Units
All
covered

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IIE Learn Module Outline MACE5112/d/w

MACE5112/d/p

Assessment Preparation Guidelines

Format of the Assessment Preparation Hints
Take-Home Test
The test for this module will • Ensure that you work through all the relevant activities,
assess your understanding exercises and revision questions on Learn and in your
of Learning Units 1 – 3 textbook.
(only Full-time students • Brainstorm possible questions based on the learning
write the test). outcomes and objectives provided. Then complete these
as practise-tests.
• During both your preparation for the test and during the
test itself, pay attention to the instruction words (like list,
apply, describe etc.) and to the mark allocations of each
question to ensure that you are able to provide the
correct depth and detail in your answers.
• Make sure that you have mastered the objectives in
Learning Units 1 and 2.
Assignment
The assignment will assess Full-time Students:
your understanding of • Read through the prescribed chapters and content for
Learning Units 1 – 4. Learning Units 1 – 4.

All students:
• Remember to analyse all elements required and ensure
that your assignment is proofread and polished for style,
language and syntax.
• Improve the quality of your assignment by using the
provided rubric and addressing any areas of concern
prior to submitting it for marking.

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IIE Learn Module Outline MACE5112/d/w

Take-Home Examination
The examination will assess • Consult your examination brief for this module, which will
all learning units in this be made available prior to your examination. Make sure
module and will include that you practise answering the sample questions in the
both theory and brief so that you become familiar with the kinds of
application-type questions. questions likely to appear in the examination itself.
• Ensure that you work through all the activities, exercises
The exam can include the and revision questions on Learn and in your textbook. You
following types of must have completed close readings of your prescribed
questions: material to ensure that you have prepared adequately for
• Multiple-choice your examination for this module.
• Match the column • Pay close attention to the instruction words (like list,
• Essay apply, describe, analyse etc.) and to the mark allocations
• Case study/scenario of each question to ensure that you provide the correct
depth and detail in your answers.
• Make sure that you are comfortable in responding to all
the objectives for all learning units.
• Brainstorm possible questions based on the learning
outcomes and objectives provided.

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IIE Learn Module Outline MACE5112/d/w

MACE5112w
Integrated Curriculum Engagement (ICE)
Minimum number of ICE activities to complete 4
Weighting towards the final module mark 10%

Formatives Assignment 1 Assignment 2

Weighting 20% 30%
Duration 1 hour Approximately 10 hours
Write/Submit
Period 2 Period 5
after
Learning Units
LU 1-2 LU1-4
covered
Resources
Additional research required Additional research required
required

Summative Take-Home Examination

Weighting 40%
Duration 2 hours
Total Marks 120
Open/Closed Book Open
Resources required Additional research required
Learning Units
All
covered

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IIE Learn Module Outline MACE5112/d/w

MACE5112w
Assessment Preparation Guidelines
Format of the Assessment Preparation Hints
Assignment 1
The test for this module will • Ensure that you work through all the relevant activities,
assess your understanding exercises and revision questions on Learn and in your
of Learning Units 1 -2 only. textbook.
• Brainstorm possible questions based on the learning
outcomes and objectives provided. Then complete
these as practise-tests.
• During both your preparation for the test and during
the test itself, pay attention to the instruction words
(like list, apply, describe etc.) and to the mark
allocations of each question to ensure that you are able
to provide the correct depth and detail in your answers.
• Make sure that you have mastered the objectives in
Learning Units 1 and 2.
Assignment 2
The assignment will assess Distance Students:
your understanding of • Read through the prescribed chapters and content for
Learning Units 1 – 4. Learning Units 1 – 2.

All students:
• Remember to analyse all elements required and ensure
that your assignment is proofread and polished for
style, language and syntax.
• Improve the quality of your assignment by using the
provided rubric and addressing any areas of concern
prior to submitting it for marking.

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IIE Learn Module Outline MACE5112/d/w

Take-Home Examination
The examination will assess • Consult your examination brief for this module, which
all learning units in this will be made available prior to your examination. Make
module and will include sure that you practise answering the sample questions in
both theory and the brief so that you become familiar with the kinds of
application-type questions. questions likely to appear in the examination itself.
• Ensure that you work through all the activities, exercises
The exam can include the and revision questions on Learn and in your textbook.
following types of You must have completed close readings of your
questions: prescribed material to ensure that you have prepared
• Multiple-choice adequately for your examination for this module.
• Match the column • Pay close attention to the instruction words (like list,
• Essay apply, describe, analyse etc.) and to the mark allocations
• Case study/scenario of each question to ensure that you provide the correct
depth and detail in your answers.
• Make sure that you are comfortable in responding to all
the objectives for all learning units.
• Brainstorm possible questions based on the learning
outcomes and objectives provided.

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IIE Learn Module Outline MACE5112/d/w

Module Pacer
Code Programme Contact Sessions Credits
MACE5112 HMA1 48 contact
MACE5122d HMA1d 24 contact + 12
15
learn hours
MACE5122w HMA1w 12
Learning Unit 1 Introduction to Marketing in the 21st Century

Overview:

The internet has not only radically changed the way people communicate but has also greatly
impacted the business world: evolving from one-way communication to an interactive social
system available around the clock. Devices such as personal computers, webcams, digital
video recorders and smartphones enable consumers to communicate and share content
globally. Social media as a computer-based technology, facilitates the sharing of ideas and
information by means of virtual communities and networks.

In this learning unit, we will examine the concept ‘digital natives’ in the context of social
media and discuss the nature of Web 2.0. We will compare social media and traditional
media and categorise the various social media zones. The different characteristics of social
media will be discussed, social media infrastructure and the disadvantages of social media
analysed. We will explain how the marketing industry has evolved since the evolution of
social media, then we will further summarise how organisations are able to meet their
marketing objectives through integrating social media into their marketing mix. Social media
will be considered in the context of the purchasing process and its role in Customer
Relationship Management identified. Finally, we will discuss different social media jobs and
identify duties associated with these jobs.

Please work through Themes 1 to 3 on Learn, together with the relevant sections of your
prescribed source/s.

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Learning Unit 1: Theme Breakdown

Sessions: Theme 1: Living a Social Media Life Prescribed Material (PM)
MACE5112 LO1: Describe the background of digital Chapter 1: pp.2 – 7
1–4 natives.
LO2: Outline the social media context.
MACE5112d LO3: Compare social media to traditional
1-4 media.
LO4: Categorise the various social media
MACE5112w zones.
Week 1-2
Related
Outcomes: Theme 2: Web 2.0: Characteristics and Chapter 1: pp.7 – 12
MO1 Infrastructure of Social Media
MO2 LO5: Discuss what Web 2.0 is.
MO3 LO6: Describe the various characteristics of
social media.
LO7: Analyse the infrastructure of social
media.
Theme 3: Social Media’s Integration into Chapter 1: pp.12 – 21
Marketing
LO8: Explain how social media has evolved the
marketing industry.
LO9: Summarise the marketing objectives that
organisations can meet when they
incorporate social media in their
marketing mix.
LO10: Describe social media as a part of the
purchasing process.
LO11: Discuss the role of social media in
Customer Relationship Management;
and
LO12: Outline different social media jobs and
their related duties.

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IIE Learn Module Outline MACE5112/d/w

Learning Unit 2 Strategic Planning with Social Media

Overview:

An organisation’s strategic plan includes the process of determining the direction an

organisation intends to follow. The strategic plan sets out the organisation’s goals and
outlines the resources required and the steps that need to be followed to meet those goals.

In this learning unit we will start with exploring the reasons why an organisation should plan
for social media marketing and explain the three phases that an organisation typically pass
through as social media marketing matures. We will then describe the social media
marketing strategic planning process and examine the characteristics of good marketing
objectives. We will also discuss how organisations can be structured to support social media
marketing and explain how a social media consumer profile differs from other content of a
marketing campaign devised for a target audience. Finally, we will outline the key
components of an organisation’s social media policy and describe its importance in guiding
behaviour on social media platforms.

Please work through Themes 1 to 3 on Learn, together with the relevant sections of your
prescribed source/s.

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Learning Unit 2: Theme Breakdown

Sessions: Theme 1: Planning for Social Media Prescribed Material (PM)
MACE5112 Marketing
5 – 10 LO1: Discuss where social media marketing Chapter 2: pp.31 – 37
planning fits into an organisation’s
MACE5112d overall planning framework.
5-8 LO2: Explain the three phases of social media
marketing maturity.
MACE5112w LO3: Explain how social media marketing
Week 3-4 change for companies as they shift from
the trial phase to the transitions phase
and eventually move into the strategic
phase.
Related Theme 2: Strategy for Social Media Chapter 2: pp.38 – 51,
Outcomes: Marketing 54
MO1 LO4: List the steps in the social media
MO2 marketing strategic planning process.
MO3 LO5: List the characteristics of a good
strategic marketing objective.
LO6: Explain how a social consumer profile
differs from other content for a
campaign team to understand their
target audience.
LO7: Explain how organisations can structure
themselves to support social media
marketing.
Theme 3: Social Media Policy Chapter 2: pp.51 – 53

LO8: List the key components of an

organisation’s social media policy.
LO9: Explain the importance to have a social
media policy for an organisation.

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IIE Learn Module Outline MACE5112/d/w

Learning Unit 3 Social Consumers

Overview:

The evolution of the internet has changed how consumers purchase goods and products and
how they perceive brands and relate to organisations. As the internet provides consumers
access to information it allows consumers to make informed decisions about the
organisations they choose to support and the products and services that they purchase –
marking a shift from marketers to consumers in selecting goods and services.

In this learning unit we will discuss how people come across various social touchpoints in
online platforms and the ways in which individuals are involved in the four zones of social
media. We will look at why consumers are drawn to social media activities and describe the
diffusion of innovations theory as a tool to encourage digital immigrants to use social media.
We will examine the evolution of the wired world and describe the activities that individuals
engage in online and reasons why individuals would log in online. In terms of social media
marketing, we will evaluate the variables relating to different market segments which are
relevant to target wired consumers in a social media context. We will further define and
outline social segments of social online communities and analyse the different typologies of
social media consumers. Lastly, we will discuss the social technographic ladder to create a
social media persona.

Please work through Themes 1 to 3 on Learn, together with the relevant sections of your
prescribed source/s.

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Learning Unit 3: Theme Breakdown

Sessions: Theme 1: Social Media Touchpoints Prescribed Material (PM)
MACE5112
11 – 16 LO1: Discuss how people come across Chapter 3: pp.61 – 67
various social touchpoints on online
MACE5112d platforms.
9-12 LO2: Describe the ways that individuals are
involved in the four zones of social
MACE5112w media.
Week 5-6 LO3: Explain why consumers are drawn to
social media activities.
LO4: Describe the diffusion of innovations
theory as a tool to encourage digital
immigrants to use social media.
Related Theme 2: The Wired World and Chapter 3: pp.67 – 72
Outcomes: Connectivity
MO1 LO5: Discuss the evolution of the wired
MO2 world.
MO3 LO6: Describe what activities individuals do
online.
LO7: Discuss the reasons why individuals
would login online.
Theme 3: Market Segmentation and Social Chapter 3: pp.73 – 83
Media Segments
LO8: Evaluate the variables of market
segmentation which are relevant to
target wired consumers in a social
media context.
LO9: Outline and define social segments of
social online communities.
LO10: Analyse the different typologies of
digital consumers of social media.
LO11: Discuss the Social technographic
ladder

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IIE Learn Module Outline MACE5112/d/w

Learning Unit 4 Digital and Social Communities

Overview:

An individual’s digital life extends over several digital platforms and may include applications
such as Facebook, YouTube, Twitter, and Instagram. The digital activities which you engage
in adds up to create your digital identity, which reflects how you express yourself in terms
of text, images, videos and sounds to others who access the internet. These elements define
you as a digital- and social media consumer. It is further likely that you belong to- and
communicate with the members of a number of groups who share your interests.

In this learning unit we will describe and summarise the characteristics of online
communities. We will examine how opinion leaders develop in communities and how these
influential community members influence others. We will discuss the concept of social
capital and how it impacts the value of social media communities. We will discuss the
different types of ties which link community members and explain how social media has
levelled the playing field for consumers and created a source of power for consumers. We
will consider influence as a key factor in social media communities and describe how these
online communities have evolved. We will identify the components of a social media identity
and explain how users develop an identity in social networking communities. Finally, we will
examine how social networking communities enable sharing and user participation and
explain the ways in which brands can utilise social networking communities for promotions
and branding.

Please work through Themes 1 to 3 on Learn, together with the relevant sections of your
prescribed source/s.

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Learning Unit 4: Theme Breakdown

Sessions: Theme 1: Online Communities Prescribed Material (PM)
MACE5112 LO1: Describe the concept of online Chapter 4: pp.88 – 93
17 – 24 communities.
LO2: Summarise the characteristics of
MACE5112d online communities.
13-16
LO3: Discuss how ideas travel in a
community.
MACE5112w
Week 7-8
Related Theme 2: Group Influence and Social Chapter 4: pp.94 – 102
Outcomes: Capital
MO1 LO4: Describe how opinion leaders develop
MO2 in communities.
MO3 LO5: Explain how influential members of
the community influence others.
LO6: Describe how the role social capital
imparts value of social media
communities.
LO7: Discuss the different types of ties
community members have with one
another.
LO8: Explain how social media has levelled
the playing field for consumers.
LO9: Explain how social media has created
a source of power for consumers.
LO10: Discuss influence as key factor in
communities.
LO11: Describe the evolution of online
communities.
Theme 3: Social Networking Chapter 5: pp.109 – 123
LO12: Explain how users develop an
identity in social networking
communities.
LO13: List the components of a social
media identity.
LO14: Explain how social networking
communities enable user
participation and sharing.
LO15: Explain the ways in which brands can
utilise social networking

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communities for their branding and

promotion.

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Learning Unit 5 Social Publishing, Entertainment and Commerce

Overview:

Social publishing can be described as the art of presenting content in ways which enable
people to respond and provide feedback. The social publishing zone encompasses channels
which allow individuals and organisations to publish content in the form of blogs, media-
sharing sites, microblogs, information, and news networks.

In this learning unit we will discuss the various channels that are used for social publishing.
We will also explain who creates the content published on these social channels and examine
the types of content that is published to social channels, listing the characteristics which
enhance the perceived content quality and value.

In addition, we will look at how marketers can plan and organise their marketing efforts as
they embrace social publishing as a means of communication and explain the role of social
publishing in social media marketing. Next, we will examine how social media marketers use
Search Engine Optimisation (SEO) and social media optimisation to meet their marketing
objectives. Then discuss how social content can be promoted and explain the role that social
news and social bookmarking sites play in content promotion.

The characteristics of social gamers and social gamer segments will be listed, and we will
explore how social media marketers use social media games to meet branding objectives.
Then the importance of social games as an effective marketing tool will be discussed next.
The characteristics of alternate reality games (ARG’s) will also be discussed, and their
advantages and disadvantages explored.

We will describe the zone of social commerce and distinguish between social commerce and
e-commerce. Next, we will examine social commerce in the context of digital shopping and
discuss how ratings and reviews provide value for consumers and e-tailers. We will also
debate the benefits of social commerce and discuss how social shopping applications and
tools affect consumers as they move through the consumer decision-making process. Finally,
we will evaluate how psychological factors influence social shopping.

Please work through Themes 1 to 6 on Learn, together with the relevant sections of your
prescribed source/s.

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Learning Unit 5: Theme Breakdown

Sessions: Theme 1: Social Media Publishing Prescribed Material
MACE5112 (PM)
25 – 38 LO1: List the channels used for social Chapter 6: pp.128 –
publishing. 147
MACE5112d LO2: Explain who creates the content
17-20 published on social channels.
LO3: List the types of content that can be
MACE5112w published on social channels.
Week 9-10 LO4: List the content characteristics that
enhance the perceived content quality
and value.
LO5: Explain how marketers can plan and
organise their efforts as they embrace a
social publishing strategy.
LO6: Explain the role of social publishing in
social media marketing.
LO7: Explain how social media marketers
utilise search engine optimisation and
social media optimisation to meet
marketing objectives.
LO8: Explain how social content can be
promoted.
LO9: Explain the role that social news and
social bookmarking sites play in content
promotion.
Related Theme 2: Social Gaming Chapter 7: pp.155 –
Outcomes: LO10: List the characteristics of social gamers 163
MO1 and gamer segments.
MO2 LO11: Explain how social media marketers use
MO3 social media games to meet branding
objectives.
LO12: Explain why social games are an
effective tool for marketing.
Theme 3: Alternative Reality Games (ARGs) Chapter 7: pp.163 –
LO13: List the characteristics of alternate 167
reality games (ARGs).
LO14: List the advantages of ARGs.
LO15: List the disadvantages of ARGs.

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IIE Learn Module Outline MACE5112/d/w

Theme 4: The Zone of Social Commerce Chapter 8: pp. 174 –

LO16: Describe the zone of social commerce. 175
LO17: Distinguish between social commerce
and e-commerce.
Theme 5: Social Commerce: The Digital Chapter 8: pp. 175 –
Shopping Experience 183, 188 – 189
LO18: Discuss social commerce with regards
to digital shopping.
LO19: Explain social commerce and the
shopping process.
LO20: Describe how ratings and reviews
provide value for consumers and e-
retailers.
LO21: Discuss how social shopping
applications and tools affect consumers
as they move through the consumer
decision-making process.
LO22: Discuss the benefits of social
commerce.
Theme 6: The Psychology of Social Shopping Chapter 8: pp. 183 –
LO23: Evaluate how psychological factors 187
influence social shopping.

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IIE Learn Module Outline MACE5112/d/w

Learning Unit 6 Social Media: Consumer Insights and Media Metrics

Overview:

To plan a media marketing strategy which meets specific objectives, marketers need to
understand their marketing environment and their consumers. Marketers need to
understand consumer personalities, motives, fears, response to marketing campaigns,
brand loyalties, media usage and past consumer experiences. Every decision a marketer
makes, is based on their understanding of their target market. Gathering competitive
intelligence and insight into these target markets are key to developing a strategy.

In this learning unit we will describe the role of social media research and distinguish
between the types of research used in social media. We will evaluate qualitative and
quantitative approaches to social media research and distinguish between the common
errors and biases associated with social media research. The role of metrics in social media
marketing programmes will be examined and the steps in the data approach to
measurement discussed. We will discuss the metrics that are most used and explore how to
calculate social media return on investment (ROI), as well as discuss how to track social
media results. Finally, we identify metrics that can be used to measure social media
marketing campaigns and assess the costs and benefits of a social media marketing
programme.

Please work through Themes 1 to 5, together with the relevant sections of your prescribed
source/s.

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IIE Learn Module Outline MACE5112/d/w

Learning Unit 6: Theme Breakdown

Sessions: Theme 1: The Role of Social Media in Prescribed Material
MACE5112 Research (PM)
39 – 48 LO1: Describe the role of social media in Chapter 9: pp. 195 –
research. 196
MACE5112d
21-24

MACE5112w
Week 11-12

Related Outcomes: Theme 2: Research Types in Social Media Chapter 9: pp. 196 –
MO1 LO2: Distinguish between the types of 203
MO2 research used in social media
MO3 research.
LO3: Evaluate the various qualitative
approaches to social media research.
LO4: Evaluate the various quantitative
approaches to social media research.
Theme 3: Research Errors and Biases Chapter 9: pp. 204 –
LO5: Distinguish between the common 206
errors and biases associated with
social media research.
Theme 4: What is Measured? Chapter 10: pp. 213 –
LO6: Describe the role of metrics in social 217
media marketing programs.
Theme 5: The Evaluation and Measurement Chapter 10: pp. 217 –
Process 229
LO7: Apply the steps in the DATA approach
to measurement.
LO8: Describe the characteristics that the
most commonly used social media
metrics share.
LO9: Discuss how to calculate social media
ROI.
LO10: Assess the costs and benefits of a
social media marketing program.
LO11: Discuss how to track social media
results.

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IIE Learn Module Outline MACE5112/d/w

LO12: Identify metrics that can be used to

measure social media marketing
campaigns.

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Glossary of Key Terms for this Module

Term Definition
Activity Metrics These are the numbers that show what you’re doing, the basic output of
your social media team — including posting, scheduling and optimising
content, answering questions and solving problems.
AdWords Advertising programme that pays websites on a pay-per-click basis for
advertisements that the company displays on the websites. The
advertisements are typically banner and text ads that show content
related to the website's offerings. The program has grown in popularity
due to its low start-up costs and potential profits for the site owners.
Apps A computer program designed to enable end users to perform specific
tasks, such as word processing or communications.
Banner Ads A banner is a typically rectangular advertisement placed on a Web site
either above, below or on the sides of the Web site's main content and
is linked to the advertiser's own Web site. In the early days of the
Internet, banners were ads with text and graphic images.
Blogs A Web page that serves as a publicly accessible personal journal for an
individual. Typically updated daily, blogs often reflect the personality of
the author.
Cloud Cloud computing is a type of computing that relies on sharing computing
Computing resources rather than having local servers or devices to handle
applications
Content Substantive information or creative material viewed in contrast to its
actual or potential manner of presentation.
Cookies A message, or segment of data, containing information about a user,
sent by a web server to a browser and sent back to the server each time
the browser requests a Web page.
Display Ads Display advertising is a type of online advertising that comes in several
forms, including banner ads, rich media and more. Unlike text-
based ads, display advertising relies on elements such as images, audio
and video to communicate an advertising message.
Keywords A system of searching a database by using combinations of special words
connected with the subject of the search.
Reach The actual number of people who will see an advertisement once (as
opposed to the frequency, which is the number of times one person sees
an advertisement over a given period of time
Referrals The act of sending someone to another person or place for treatment,
help, advice, etc.

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Return on A performance measure used to evaluate the efficiency of an investment

Investment or to compare the efficiency of a number of different investments.
(ROI)

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Term Definition
Reviews A general survey of something, especially in words; a report or account
of something.
Search Engine A computer program that searches documents, especially on the World
Wide Web, for a specified word or words and provides a list of
documents in which they are found.
Social Media A term used to describe a variety of Web-based platforms, applications
and technologies that enable people to socially interact with one
another online.
Social Media Social media monitoring is the active monitoring of social media
Monitoring channels for information about a company or organisation.
Tag To follow closely; go along or about as a follower.
Widget An element of a graphical user interface such as a button or scroll bar;
also, a module of software for a personalised Web page.
Wiki A website that allows anyone to add, delete, or revise content by using a
web browser.
Word-of Mouth Informal oral communication.
(WoM)
Word-of- Communicating via computer or electronics, as opposed to oral
Mouse communication.

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