Programme Specification for the 2025/6 academic year

MA Social Media and Digital Marketing

1. Programme Details

Programme name	MA Social Media and Digital Marketing	Programme code	PTA1CMMCMM02
Study mode(s)	Part Time Level 1	Academic year	2025/6
Campus(es)	Streatham (Exeter)	NQF Level of the Final Award	7 (Masters)

2. Description of the Programme

The MA in Social Media and Digital Marketing is industry focused and centred around e-commerce initiatives. You will explore how social media can be used in contemporary business settings to drive up sales and promotional activities. This degree focuses on precision and tracking of interactions, writing, and crafting of promotional materials, conceptualising and streamlining ecommerce activities, and critically engaging with ideas like search engine optimization. You will gain advanced knowledge of, and develop advanced skills in, digital marketing, management, with a particular focus on social media and e-commerce initiatives. The modules on this degree will provide you with a unique set of skills and knowledge required for a variety of employment in social media and marketing positions across a range of industries, including user experience research, creative design, brand and reputation management, social media marketing, and leadership and management of social media. This degree complements the other advanced creative industry-facing programmes of the department of Communication, Drama and Film including the MA Creative Industries, MA International Film Business and the MFA Theatre Practice. The mixture of critical Communications modules alongside specialist marketing modules based in the Business School gives the degree a unique flavour, distinguishing it from other degrees in Digital Marketing.

Advice and guidance on your programme can be sought from your personal tutor and programme director. All staff offer regular office hours that you can drop into without a prior appointment for this purpose.

3. Educational Aims of the Programme

The programme will offer you a structured framework of study in which you follow a balanced and complementary range of modules, with sufficient choice to customise the learning experience and make the degree your own. It aims:

to provide you with opportunities to gain advanced knowledge of, and develop advanced skills in, digital marketing, with a particular focus on social media and e-commerce initiatives.
to allow you to learn how organisations in the public, commercial, and third sectors use social media and digital platforms to brand themselves and use promotional activities to drive up sales and other forms of user and customer engagement. Focus will be placed on precision tracking of interactions, writing and crafting of promotional materials, conceptualising and streamlining e-commerce activities, and critically engaging with techniques such as search engine optimisation (SEO).
to provide you with opportunities to engage in specialist content creation and other relevant practical skills used in industry.
to provide opportunities for you to reflect critically upon post graduate career planning and strategies.
to foster critical and analytical skills, including post graduate research skills.
to provide you with a unique set of skills and knowledge required for a variety of employment in social media and marketing positions across a range of industries, including user experience research, creative design, brand and reputation management, and social media marketing, and leadership and management of social media marketing campaign strategy.
To create opportunities for you to excel as future researchers in the global research field by providing you with advanced and cutting-edge expertise in the theory, global history and cultural contexts of media and furnishing you with essential skills in research methods and methodologies.

4. Programme Structure

The MA Social Media and Digital Marketing is a one-year full-time programme of study at Regulated Qualification Framework (RQF) level 7 (as confirmed against the FHEQ). The programme can also be studied part-time in up to two years.

5. Programme Modules

The following tables describe the programme and constituent modules. Constituent modules may be updated, deleted or replaced as a consequence of the annual programme review of this programme.

The following tables describe the programme and constituent modules. Constituent modules may be updated, deleted or replaced as a consequence of the annual review of this programme. Details of the modules currently offered may be obtained from the Faculty website.

You may take optional modules as long as any necessary prerequisites have been satisfied, where the timetable allows and if you have not already taken the module in question or an equivalent module.

You may take elective modules up to (30) credits outside of the programme in stage (1) of the programme as long as any necessary prerequisites have been satisfied, where the timetable allows and if you have not already taken the module in question or an equivalent module.

Stage 1

120 credits compulsory modules, 60 credits optional modules

Compulsory Modules

Code	Module	Credits	Non-condonable?
CMMM001	Media and Communications: Theory and Concepts	30	No
CMMM002	Social Media: Management and Strategy	30	No
CDFM001	Dissertation - Written	60	Yes

Optional Modules

You must take a maximum of 30 credits of Business School optional modules (module with BEMM / BEEM prefix).

Code	Module	Credits	Non-condonable?
CMMM014	Industry Insights	30	No
DRAM141	Ideas Generation and the Creative Process	30	No
DRAM169	Creative Industries	30	No
EAFM089	Archival Encounters: Material Film Histories	30	No
EAFM009	Transmedia Adaptations	30	No
CMMM013	AI and Society: Critical and Cultural Perspectives	30	No
CMMM006	Soft Power and International Communications	30	No
DRAM142	Creative Management	30	No
EAFM910	Stars, Stardom and Celebrity From the Classical Era to the Contemporary	30	No
BEMM115	Marketing Analysis and Research	15	No
BEMM128	Brand Design	15	No
BEMM778	Applied Digital Marketing Analytics	15	No
BEMM786	Service Design and Innovation	15	No
BEMM780	Consumer Behaviour in the Digital Environment	15	No
BEMM069	Marketing and New Product Innovation	15	No
BEMM068	Managing Competitive Strategy	15	No
BEMM190	Digital Transformation	15	No
BEEM125	Experimental and Behavioural Economics	15	No

6. Programme Outcomes Linked to Teaching, Learning and Assessment Methods

Intended Learning Outcomes
A: Specialised Subject Skills and Knowledge

Intended Learning Outcomes (ILOs) On successfully completing this programme you will be able to:	Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):	...and evidenced by the following assessment methods:
1. Demonstrate advanced skills in digital marketing, management, and promotional cultures with a particular focus on social media and e-commerce initiatives. 2. Identify, evaluate, and appreciate a variety of methodological approaches and critical traditions within media, communications, social media and digital marketing studies. 3. Apply a range of critical theories to the study of communication technologies, digital marketing, and promotional materials and media practices. 4. Interrogate and analyse promotional media texts within their particular contexts of production, dissemination, consumption, and co-creation. 5. Apply a unique set of skills and knowledge required for a variety of employment in social media and marketing positions across a range of industries, including user experience research, creative design, brand and reputation management, and social media marketing, and leadership and management of social media marketing campaign strategy. 6. Demonstrate advanced skills in writing and crafting of promotional materials, conceptualising and streamlining e- commerce activities, and critically engaging with techniques such as search engine optimisation (SEO). 7. Apply critical terminology and, where appropriate, methodological, linguistic, semiotic, stylistic, and/or formal terminology to an understanding of social media and digital marketing texts; bibliographical style.	ILOs 1-7 are acquired through lectures, seminars, workshops, study groups, tutorials and other learning activities throughout the programme. The degree of specialisation of subject knowledge increases during the programme, culminating in the dissertation. Modules throughout the degree are most closely related to the research specialisms of the staff teaching the module. The precise method of teaching varies according to each module. On team-taught modules you will normally engage in both lectures and seminar groups. In smaller options you will normally spend most of your contact time in seminar groups and workshops. Your learning is further developed through engagement with assessments, following guidance from tutors and lecturers and through feedback on work submitted	The assessment of these skills is through a combination of presentations and participation in seminars, annotated bibliographies, reviews of media/web/social/historical artifacts and practices, web-based assessments, audio-visual and written essays, exams, creative portfolio, other written articles/reports/projects, and a dissertation. Essays, exams, and presentations are especially significant within the programme because they assess each of the skills in ILOs 1-7.

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:

Intended Learning Outcomes (ILOs) will be...

...accommodated and facilitated by the following learning and teaching activities (in/out of class):

...and evidenced by the following assessment methods:

1. Demonstrate advanced skills in digital marketing, management, and promotional cultures with a particular focus on social media and e-commerce initiatives.
2. Identify, evaluate, and appreciate a variety of methodological approaches and critical traditions within media, communications, social media and digital marketing studies.
3. Apply a range of critical theories to the study of communication technologies, digital marketing, and promotional materials and media practices.
4. Interrogate and analyse promotional media texts within their particular contexts of production, dissemination, consumption, and co-creation.
5. Apply a unique set of skills and knowledge required for a variety of employment in social media and marketing positions across a range of industries, including user experience research, creative design, brand and reputation management, and social media marketing, and leadership and management of social media marketing campaign strategy.
6. Demonstrate advanced skills in writing and crafting of promotional materials, conceptualising and streamlining e- commerce activities, and critically engaging with techniques such as search engine optimisation (SEO).
7. Apply critical terminology and, where appropriate, methodological, linguistic, semiotic, stylistic, and/or formal terminology to an understanding of social media and digital marketing texts; bibliographical style.

ILOs 1-7 are acquired through lectures, seminars, workshops, study groups, tutorials and other learning activities throughout the programme. The degree of specialisation of subject knowledge increases during the programme, culminating in the dissertation.

Modules throughout the degree are most closely related to the research specialisms of the staff teaching the module. The precise method of teaching varies according to each module. On team-taught modules you will normally engage in both lectures and seminar groups. In smaller options you will normally spend most of your contact time in seminar groups and workshops.

Your learning is further developed through engagement with assessments, following guidance from tutors and lecturers and through feedback on

work submitted

The assessment of these skills is through a combination of presentations and participation in seminars, annotated bibliographies, reviews of media/web/social/historical artifacts and practices, web-based assessments, audio-visual and written essays, exams, creative portfolio, other written articles/reports/projects, and a dissertation. Essays, exams, and presentations are especially significant within the programme because they assess each of the skills in ILOs 1-7.

Intended Learning Outcomes
B: Academic Discipline Core Skills and Knowledge

Intended Learning Outcomes (ILOs) On successfully completing this programme you will be able to:	Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):	...and evidenced by the following assessment methods:
8. Apply critical skills in the analysis of practices, interactions, and engagements through communication technologies and media texts. 9. Articulate knowledge and understanding of relevant concepts and theories relating to communications, social media, digital marketing and promotional cultures. 10. Demonstrate the ability to critically evaluate arguments, assumptions, abstract concepts, and data in order to frame questions and answer questions relevant to academic study and the postgraduate workplace. 11. Demonstrate the ability to sustain fluent arguments and analysis in writing and in presenting ideas to others. 12. Apply bibliographic skills appropriate to the discipline, including accurate citation of sources and consistent use of conventions in the presentation of scholarly work.	ILOs 8-12 are developed throughout the programme in all modules, with the emphasis becoming more complex as students move from stage to stage. They are developed through lectures and seminars, written work, and oral work (both in presentation and seminar discussion). They will culminate in the substantial and independent research skills demonstrated within the dissertation or large-scale practical project.	The assessment of these skills is through a combination of presentations and participation in seminars, annotated bibliographies, web-based assessments, written and/or audio-visual essays, exams, other written reports/projects, and a dissertation.

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:

Intended Learning Outcomes (ILOs) will be...

...accommodated and facilitated by the following learning and teaching activities (in/out of class):

...and evidenced by the following assessment methods:

8. Apply critical skills in the analysis of practices, interactions, and engagements through communication technologies and media texts.
9. Articulate knowledge and understanding of relevant concepts and theories relating to communications, social media, digital marketing and promotional cultures.
10. Demonstrate the ability to critically evaluate arguments, assumptions, abstract concepts, and data in order to frame questions and answer questions relevant to academic study and the postgraduate workplace.
11. Demonstrate the ability to sustain fluent arguments and analysis in writing and in presenting ideas to others.
12. Apply bibliographic skills appropriate to the discipline, including accurate citation of sources and consistent use of conventions in the presentation of scholarly work.

ILOs 8-12 are developed throughout the programme in all modules, with the emphasis becoming more complex as students move from stage to stage. They are developed through lectures and seminars, written work, and oral work (both in presentation and seminar discussion).

They will culminate in the substantial and independent research skills demonstrated within the dissertation or large-scale practical project.

The assessment of these skills is through a combination of presentations and participation in seminars, annotated bibliographies, web-based assessments, written and/or audio-visual essays, exams, other written reports/projects, and a dissertation.

Intended Learning Outcomes
C: Personal/Transferable/Employment Skills and Knowledge

Intended Learning Outcomes (ILOs) On successfully completing this programme you will be able to:	Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):	...and evidenced by the following assessment methods:
13. Apply advanced social media and digital marketing skills in appropriate contexts including the ability to present sustained and persuasive written and oral arguments. 14. Analyse and critically examine diverse forms of material, both textual and visual. 15. Acquire and interrelate substantial quantities of complex information of diverse kinds, in a structured and systematic way, and use distinctive methodological and interpretative skills. 16. Apply research skills for the retrieval of archival material, and develop the ability to gather, sift and organise this material independently and critically by evaluating its significance. 17. Interrogate and apply a variety of theoretical positions and weigh the importance of alternative perspectives in a critical and self-reflective manner. 18. Exercise independent thought and judgment. 19. Engage with others through the presentation of ideas and information in groups, and work towards the collective negotiation of solutions. 20. Plan and execute written and other forms of project-work over both short and long timescales. 21. Complete tasks in limited time scenarios and effectively manage deadlines and targets.	Personal and key communication skills are delivered through all modules, and developed in lectures, workshops, study groups, tutorials, work experience and other learning activities throughout the programme.	The assessment of these skills is through a combination of presentations and participation in seminars, annotated bibliographies, web-based assessments, essays, exams, other written reports/projects, and a dissertation or large-scale practical project. ILOs 13-18 are also strongly developed over the course of the portfolio of assessed essays and other audio-visual and/or written work produced through the programme. These assessments work on the principle of offering formative feedback to support the development of your work within as well as between modules. Feedback on one assignment is intended to inform the next piece of work you undertake on the module: the next piece of work on the programme, or your future learning. ILO 19 is associated especially with the range of group presentations taking place in modules during the programme. Group presentation assessment brings into focus an important range of skills for students, including sharing workloads, responsibility for tasks, team working, collaborative and communicative skills. Individual contributions to group work are also assessed individually, most often in the form of a reflective presentation report. ILOs 20-21 are also accomplished during the course of ‘real-time’ formal assessments such as the end degree dissertation, presentations and end of module exams, which occur through the programme.

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:

Intended Learning Outcomes (ILOs) will be...

...accommodated and facilitated by the following learning and teaching activities (in/out of class):

...and evidenced by the following assessment methods:

13. Apply advanced social media and digital marketing skills in appropriate contexts including the ability to present sustained and persuasive written and oral arguments.
14. Analyse and critically examine diverse forms of material, both textual and visual.
15. Acquire and interrelate substantial quantities of complex information of diverse kinds, in a structured and systematic way, and use distinctive methodological and interpretative skills.
16. Apply research skills for the retrieval of archival material, and develop the ability to gather, sift and organise this material independently and critically by evaluating its significance.
17. Interrogate and apply a variety of theoretical positions and weigh the importance of alternative perspectives in a critical and self-reflective manner.
18. Exercise independent thought and judgment.
19. Engage with others through the presentation of ideas and information in groups, and work towards the collective negotiation of solutions.
20. Plan and execute written and other forms of project-work over both short and long timescales.
21. Complete tasks in limited time scenarios and effectively manage deadlines and targets.

Personal and key communication skills are delivered through all modules, and developed in lectures, workshops, study groups, tutorials, work experience and other learning activities throughout the programme.

The assessment of these skills is through a combination of presentations and participation in seminars, annotated bibliographies, web-based assessments, essays, exams, other written reports/projects, and a dissertation or large-scale practical project.

ILOs 13-18 are also strongly developed over the course of the portfolio of assessed essays and other audio-visual and/or written work produced through the programme. These assessments work on the principle of offering formative feedback to support the development of your work within as well as between modules. Feedback on one assignment is intended to inform the next piece of work you undertake on the module: the next piece of work on the programme, or your future learning.

ILO 19 is associated especially with the range of group presentations taking place in modules during the programme. Group presentation assessment brings into focus an important range of skills for students, including sharing workloads, responsibility for tasks, team working, collaborative and communicative skills. Individual contributions to group work are also assessed individually, most often in the form of a reflective presentation report.

ILOs 20-21 are also accomplished during the course of ‘real-time’ formal assessments such as the end degree dissertation, presentations and end of module exams, which occur through the programme.

7. Programme Regulations

Classification

Full details of assessment regulations for all taught programmes can be found in the TQA Manual, specifically in the Credit and Qualifications Framework, and the Assessment, Progression and Awarding: Taught Programmes Handbook. Additional information, including Generic Marking Criteria, can be found in the Learning and Teaching Support Handbook.

8. College Support for Students and Students' Learning

All students within Communications have a personal tutor for their entire programme of study and they are available for at least three hours a week at advertised ‘office hours’. There are induction sessions to orientate students at the start of their programme. A personal tutoring system will operate with regular communication throughout the programme. Academic support will also be provided by module leaders. You can also make an appointment to see individual teaching staff. Teaching materials for the degree and its various modules will be made available via the Exeter Learning Environment at the start of term. Additional materials for supplementary reading will be made available by the Forum library. We have access to most journals and books that engage with the field of communication, media studies, social sciences, and humanities.

Students of MA Social Media and Digital Marketing will also enjoy access to new studio spaces for editing, rendering, and creating content and access to production studios for performance and content capture. Alongside this, students of this degree will also enjoy our all new the gaming lab.

9. University Support for Students and Students' Learning

Please refer to the University Academic Policy and Standards guidelines regarding support for students and students' learning.

10. Admissions Criteria

Undergraduate applicants must satisfy the Undergraduate Admissions Policy of the University of Exeter.

Postgraduate applicants must satisfy the Postgraduate Admissions Policy of the University of Exeter.

Specific requirements required to enrol on this programme are available at the respective Undergraduate or Postgraduate Study Site webpages.

11. Regulation of Assessment and Academic Standards

Each academic programme in the University is subject to an agreed College assessment and marking strategy, underpinned by institution-wide assessment procedures.

The security of assessment and academic standards is further supported through the appointment of External Examiners for each programme. External Examiners have access to draft papers, course work and examination scripts. They are required to attend the Board of Examiners and to provide an annual report. Annual External Examiner reports are monitored at both College and University level. Their responsibilities are described in the University's code of practice. See the University's TQA Manual for details.

(Quality Review Framework.

14. Awarding Institution

University of Exeter

15. Lead College / Teaching Institution

Faculty of Humanities, Arts and Social Sciences (HASS)

16. Partner College / Institution

Partner College(s)

Not applicable to this programme

Partner Institution

Not applicable to this programme.

17. Programme Accredited / Validated by

18. Final Award

MA Social Media and Digital Marketing

19. UCAS Code

Not applicable to this programme.

20. NQF Level of Final Award

7 (Masters)

21. Credit

CATS credits	180	ECTS credits	90

22. QAA Subject Benchmarking Group

[Honours] Communication, media, film and cultural studies

23. Dates

Origin Date		Date of last revision	02/10/2025

Programme Specification for the 2025/6 academic year

MA Social Media and Digital Marketing

1. Programme Details

2. Description of the Programme

3. Educational Aims of the Programme

4. Programme Structure

5. Programme Modules

Stage 1

Compulsory Modules

Optional Modules

6. Programme Outcomes Linked to Teaching, Learning and Assessment Methods

Intended Learning Outcomes A: Specialised Subject Skills and Knowledge

Intended Learning Outcomes B: Academic Discipline Core Skills and Knowledge

Intended Learning Outcomes C: Personal/Transferable/Employment Skills and Knowledge

7. Programme Regulations

8. College Support for Students and Students' Learning

9. University Support for Students and Students' Learning

10. Admissions Criteria

11. Regulation of Assessment and Academic Standards

14. Awarding Institution

15. Lead College / Teaching Institution

16. Partner College / Institution

Partner College(s)

Partner Institution

17. Programme Accredited / Validated by

18. Final Award

19. UCAS Code

20. NQF Level of Final Award

21. Credit

22. QAA Subject Benchmarking Group

23. Dates

Intended Learning Outcomes
A: Specialised Subject Skills and Knowledge

Intended Learning Outcomes
B: Academic Discipline Core Skills and Knowledge

Intended Learning Outcomes
C: Personal/Transferable/Employment Skills and Knowledge