Table of Contents
Introduction
In today’s digital age, social media has become an integral part of marketing and communications strategies for businesses. As a result, the demand for skilled professionals who can effectively manage social media campaigns and navigate the consumer journey has increased. If you aspire to become someone’s social media PR manager, it is essential to develop a strong foundation in marketing principles and gain expertise in social media campaigns. This article will guide you through the core units and elective units that can help you build the necessary skills and knowledge to succeed in this role.
Core Units
Principles of Marketing
The Principles of Marketing unit serves as an introduction to the fundamental concepts, theories, and models utilized in marketing and communications. It lays the groundwork for further study in this field. This unit explores the objectives and theory of marketing as a business function, emphasizing the role of marketing within organizations and its contribution to achieving an organization’s goals and objectives.
Social Media: The Campaign
In the Social Media: The Campaign unit, you will delve into the concepts, theories, and models used in social media campaigns. This unit provides a deeper understanding of the objectives and theories of social media campaigns and their place within the broader marketing landscape. You will learn how to develop effective social media strategies and leverage different platforms to reach and engage target audiences.
Navigating the Consumer Journey
The Navigating the Consumer Journey unit emphasizes the importance of understanding and connecting with your target audience. It explores frameworks such as AIDA (Attention, Interest, Desire, Action) and teaches you how to develop personas and assess situations using marketing methodologies. By examining successful brands and their audience engagement strategies, you will gain insights that will help you effectively navigate the consumer journey and achieve desired outcomes for your business.
Understanding Consumers and Audiences
The Understanding Consumers and Audiences unit recognizes that consumers are at the heart of the marketing process. It delves into the complex social and psychological dynamics that drive consumer behavior. This unit examines the decision-making process and how consumers find and engage with information. It also explores how their lived experiences shape their interpretation of data and decision-making. By understanding these factors, you can tailor your marketing strategies to effectively connect with and influence your target audience.
Industry Brief in Branding & Communications
The Industry Brief in Branding & Communications unit provides you with a real-world experience by assuming the role of an industry professional. You will respond to a brief provided by an internal UCA client, participate in client meetings, deliver check-in presentations, and ultimately present a final pitch. This unit allows you to apply your research, insights, and concept development skills to solve a branding and communications challenge.
Elective Units
As part of your studies, you will also have the opportunity to choose one elective unit from the following options:
Experience Economy
The Experience Economy unit explores experiences as a distinct economic offering beyond commodities, goods, and services. Through case studies from various businesses, this unit focuses on the creative insights sought by businesses aiming to generate memorable experiences for their users, audiences, and consumers. By understanding the principles behind creating immersive and engaging experiences, you can develop strategies that differentiate your brand and captivate your target market.
Brand Logo and Design
The Brand Logo and Design unit recognizes the visual and lived experience as crucial elements of a brand. It emphasizes that a brand’s external image, including its name and logo, is essential for consumer connection and differentiation in a competitive marketplace. This unit explores the principles of design and brand building, equipping you with the skills to create visually appealing and impactful brand identities that maximize customer loyalty and ensure brand success.
Managing Creative People
The Managing Creative People unit focuses on developing your understanding of the knowledge, skills, and personal qualities required to effectively manage diverse teams in the cultural and creative industries. It provides insights into the unique challenges and dynamics of managing creative individuals. By honing your management skills in this context, you can foster collaboration, creativity, and productivity within your team.
In conclusion, becoming someone’s social media PR manager requires a solid foundation in marketing principles and expertise in social media campaigns. The core units in marketing and communications provide the necessary knowledge and skills to navigate the consumer journey and understand consumer behavior. Additionally, the elective units offer opportunities to explore the experience economy, brand design, and managing creative teams. By completing these units, you will be well-equipped to excel in the role of a social media PR manager and contribute to the success of any organization.
