MFC5522 - Social Media and Audience Theory

Objectives:

On successful completion of the module, students will be able to:
Demonstrate an understanding of methods of audience research and audience theory through social media
Conduct detailed consumer research to a specific end
Understand the relationship between research theory and practical applications in a social media environment

Content:

This module investigates the user and audience in group form. Taking elements of marketing and psychology theory, students will organise and analyse online users into manageable groups, determining meaningful segregations to create or discern audience identities. They will then show how these groups can be directed to appropriate content online utilising Search Engine Optimisation (SEO), onsite optimisation, social networks, archetypes and ad feeds. By applying a deeper knowledge of applicable media theories, students will continue in the “theoretical stream” but will apply their knowledge to contemporary social media, making use of online and social tools to inform and validate their audience analysis.

Learning and Teaching Information:

As social media is a constantly developing field, there will be an element of co-creation in the discovery and curation of appropriate tools – this exercise will build on the investigative and listening techniques covered, tools adopted and skills gained at Level 4. Through a series of lectures, students will develop the skills to utilise in the exercise.

Lectures
Contact hours: 18
Intended Group size: 24
,br> Tutorials
Contact hours: 18
Intended Group size: 12

Guided independent study
Hours: 164

Assessment: