Social Media and Digital Marketing: Identifying and bridging the gap

Taylor, Beverly (2016) Social Media and Digital Marketing: Identifying and bridging the gap. UNSPECIFIED, UNSPECIFIED.

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Abstract or Summary

Previously, the level 6 (second year) module for Marketing in the Bachelor of Applied Management degree contained only a brief overview of social media and digital marketing. The course content and assessments were revised in late 2015, with the expectation that students would already have the knowledge and experience of using a variety of social media platforms. However, when the marketing plan assignments were submitted, there was a heavy reliance on Facebook for marketing strategies, tactics and activities. The focus was on ‘social’ rather than business uses, with little consideration of digital marketing. Research was undertaken to ascertain the actual depth and breadth of student knowledge and understanding of social media and digital marketing. The poster analyses this research and outlines the strategies subsequently used, including the use of information hubs, to expose students to a variety of social media platforms and the use of digital marketing.

Item Type:Contribution to a Show/Exhibition
Additional Information:The poster was displayed at this event. Adrian France (CBITE Research Leader) attended the event and provided commentary on the poster, on behalf of Beverly Taylor. The poster file is too large to load up to the research archive. A photograph of the poster can be provided, if required.
Keywords that describe the item:Marketing, Social media, Digital marketing
Subjects:L Education > L Education (General)
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:5045
Deposited By:
Deposited On:04 Jan 2017 20:41
Last Modified:04 Jan 2017 20:41

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