Handbook

Social media platforms are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace, in that consumers now have greater opportunities to voice their opinions and connect with their peers to co-create value with the firm and directly influence the firm's value proposition. In this subject, you will  examine how firms capitalise on social media and digital marketing; in particular, consumer-to-consumer interactions to support their digital marketing efforts. We view these issues from a strategic marketing and a practical perspective, rather than a technical or platform perspective. You will learn how to use social media to achieve the firm's marketing objectives and operationalise strategic marketing processes, including market segmentation, targeting and positioning; and leverage social media platform capabilities to implement the marketing mix and measure the success of your efforts.