Marketing & Social Media

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Course Description

“In the factory we make cosmetics. In the store we sell hope.” This noteworthy quote by Charles Revson, founder of the Revlon corporation, can be used to summarise the concept of marketing.  The aim of the Marketing and Social Media module is to introduce you to the basic marketing principles and concepts by emphasising the value of marketing within any entrepreneurial setting and the relationships with the other functional areas of business.

This module is part of the “The Third Way” Erasmus+ initiative aimed at supporting the knowledge, skills and competencies of the Social Enterprise Sector. This course will introduce you to the basic Marketing and Social Media principles applicable in both profit-making and non-profit making settings.

Key Concepts

You will be provided with both theory and practical tools to formulate pricing strategies, evaluate and select target groups, and better interpret research data to forecast industry trends and meet customer demands. There is an emphasis on positioning, promotional methods, and distribution structures. This module will also concentrate on Marketing in the digital world and the importance of selecting specific Social Media channels through which to communicate with the target audience for establishing an effective online presence in both profit-making and non-profit making settings.

Learning Objectives


On completion of this module, it is expected that you will be able to:

  1. Develop an understanding of the process of exploring opportunities and finding gaps in the market;
  2. Apply buyer behaviour characteristics for developing the Marketing Mix and creating effective marketing content for a target audience;
  3. Develop a marketing plan and how to communicate organisational values;
  4. Appraise methods and techniques for managing Social Media platforms and optimise content visibility and relevance.

So, are you ready to go viral?