This unit will discuss the concept of social media and the evolution of this pervasive form of communication from simple online communities to large networks. The role of technology in changing the techniques marketers use to communicate with their consumers will be investigated, including business strategies for incorporating social media into marketing and promotions, and how this technology can be effectively managed and controlled. Finally, students will analyse the constraints and the ethical issues that can arise in promotional activity and assess real-life case studies of the effective use of social media in a crisis situation. Students will gain an understanding of the various types of creative content that exists and assess their effectiveness within an overall social media strategy. The use of data analytics in strategic campaigns will be assessed. Students will have the opportunity to demonstrate learnings at both theoretical and practical levels.