Knowledge

The student...

is able to demonstrate an advanced critical understanding of social media, including their business models, technological contexts and affordances, social impacts, and cultural habits
is able to discuss, explain and evaluate key theories of social media and digital communication
is able to gain critical insights into how social media is used in key social and business contexts
is able to demonstrate a critical understanding of a range of primary research methods for social media and digital communication

Skills

The student...

is able to appraise and apply a range of primary research methods for media and communication
is able to devise, design and conduct an original independent media research project for public and private companies
is able to demonstrate a critical understanding of tools to evaluate performance in digital communication and social media

General competence

The student...

is able to critically assess challenges and opportunities with current digital communication and social medial trends
is able to demonstrate and employ advanced skills in literature review, using a range of approaches to retrieve, assess, appraise, evaluate and synthesise published research from a wide variety of resources
is able to use advanced skills in critical and creative thinking through conducting, defending, appraising and evaluating arguments for activities for products and services of public and private companies
is able to communicate extensive independent work and master language and terminology of the academic field

Subject description MD114

Digital Communication and Social Media Marketing