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Academy Documents

Kindly access the Students' Policies & Forms by clicking on the button below. The following documents, among others, can be found there: Student Handbook, Student Code of Conduct, Students' Privacy Notice, Deferral, Suspension, and Cancellation Policy, Assignment Extension Policy, Re-Sit Policy, Complaints Procedure Policy, Equality Policy, and Student Disciplinary Policy.

Students' Policies & Forms

Sessions' Venue

Tuesday and Thursday sessions will be held at 21 Academy's Training Centre in Naxxar

21 Business Centre, No. 20., Triq in-Nutar Debono, Naxxar NXR 2525

Tuesday sessions 17:30 - 20:30hrs - Classroom 02 INNOVATE

Thursday sessions 09:30 - 12:30hrs (compulsory signature)

Saturday sessions will be held at St Joseph School

Triq Meter Boni Cinsilii, Tarxien

Saturday sessions 09:00hrs - 17:00hrs

Lecture Schedule & Notes

Lecture notes will be available during the week following the respective lecture. Schedule dates are indicative and may change. All changes, if any, may be communicated via email, SMS or telephone calls.

LectureDateTimePresentationNotes (If Any)
Lecture 0105 April 202509:00 to 17:00hrsPresentation 01
Lecture 0208 April 202517:30 to 20:30hrsPresentation 02
Lecture 0312 April 202509:00 to 17:00hrsPresentation 03
Lecture 0426 April 202509:00 to 17:00hrsPresentation 04
Lecture 0529 April 202517:30 to 20:30hrsPresentation 05
Lecture 0603 May 202513:00 to 16:00hrs
Lecture 0706 May 202517:30 to 20:30hrs
Lecture 07 cont. &
Tutorial 01		10 May 202509:00 to 17:00hrs
Tutorial 0213 May 202517:30 to 20:30hrs
Presentation17 May 202509:00 to 12:00hrs

Lecturer/s  

Mr Pierre Portelli

Lecture Summaries & Suggested Reading 

Lecture 1 - Introduction to Social Media Marketing and Platform Overview

  • Self Assessment sitting 1

 

  • The basic principles of social media marketing.
  • The various social media platforms, focusing on Facebook and Instagram.
  • The differences in their audience demographics and content strategies.
  • Setting up a Facebook page and an Instagram profile.
  • The importance of aligning social media platforms with overall business objectives.

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Green, D., Polk, X. L., Arnold, J., Chester, C., & Matthews, J. (2022). The Rise of TikTok: A Case Study Of The New Social Media Giant. Manag Econ Res J, 8(1).
  • Ryan, D., & Jones, C. (2021). "Understanding Digital Marketing."Tuten, T. L., & Solomon, M. R. (2020). "Social Media Marketing."

 

Lecture 2 - Managing Social Media Platforms

  • Understanding Facebook Business Suite as a central tool for managing Facebook and Instagram.
  • How to navigate the interface, link pages and accounts.
  • Utilise features to streamline management and analytics across both platforms.
  • How to integrate social media with company websites to enhance online presence and user engagement.

 

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Green, D., Polk, X. L., Arnold, J., Chester, C., & Matthews, J. (2022). The Rise of TikTok: A Case Study Of The New Social Media Giant. Manag Econ Res J, 8(1).
  • Ryan, D., & Jones, C. (2021). "Understanding Digital Marketing."Tuten, T. L., & Solomon, M. R. (2020). "Social Media Marketing."

 

Lecture 3 - Audience Analysis and Advertising on Social Media

  • Creating targeted Facebook ads.
  • Conducting audience analysis on emerging platforms like TikTok.
  • Methodologies for identifying and understanding target audiences, including demographic, psychographic, and behavioural segmentation.
  • Setting up a Facebook advertising campaign using defined target audience parameters.

 

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • TikTok: A Case Study Of The New Social Media Giant. Manag Econ Res J, 8(1)
  • Holiday, R. (2017). "Growth Hacker Marketing."
  • Shimizu, K. (2019). "The Advertiser's Handbook for Social Media Advertising."

 

Lecture 4 - Content Creation and Campaign Management

  • How to craft compelling social media posts.
  • The difference between platforms like Twitter (X) and TikTok.
  • How to monitor and leverage trending topics for content relevance and engagement.
  • The fundamentals of planning and managing digital advertising campaigns.
  • Budgeting and scheduling for effective reach and impact.

 

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • TikTok: A Case Study Of The New Social Media Giant. Manag Econ Res J, 8(1).
  • Holiday, R. (2017). "Growth Hacker Marketing."
  • Shimizu, K. (2019). "The Advertiser's Handbook for Social Media Advertising."

 

Lecture 5 - Advanced Advertising Strategies

  • Analysing advanced digital advertising tools and strategies.
  • Using the Facebook Pixel to track conversions.
  • Google AdWords to reach broader audiences.
  • YouTube advertising through an AdSense account.
  • Constructing a digital campaign from scratch and analysing the campaign's effectiveness.

 

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Marshall, P., & Todd, M. (2015). "Ultimate Guide to Facebook Advertising."Kaushik, A. (2010). "Web Analytics 2.0."

 

Lecture 6 - Integration and Management of Digital Platforms

  • How to define the social media mix.
  • Matching digital advertising platforms to campaign needs.
  • SWOT: Managing social media platforms.
  • How to ensure synergies for maximum campaign effectiveness.

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Scott, D. M. (2020). "The New Rules of Marketing and PR."
  • Kaser, K. (2020). "Advertising and Sales Promotion."

 

Lecture 7 - Optimisation and Analytics

  • How to use analytics to measure and ensure the effectiveness of digital marketing campaigns.
  • The application of Google Ads techniques on Google and YouTube.
  • Effective use of ads scheduling software.
  • Critical evaluation of campaign analytics to inform ongoing strategy adjustments.

 

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Clifton, B. (2012). "Advanced Web Metrics with Google Analytics."
  • Sterne, J. (2010). "Social Media Metrics."

 

Lecture 8 - Tutorial Session 01

  • Self Assessment sitting 2
  • In-depth analysis of The Rise of TikTok: A Case Study Of The New Social Media Giant.
  • Quiz: Social Media & Digital Advertising

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.
  • Green, D., Polk, X. L., Arnold, J., Chester, C., & Matthews, J. (2022). The Rise of TikTok: A Case Study Of The New Social Media Giant. Manag Econ Res J, 8(1).

 

Lecture 9 -  Tutorial Session 02

  • Quiz on Social Media Marketing and digital Advertising
  • Creating different types of ads (e.g., image, video, carousel) for a hypothetical product or service.
  • Setting up an ad audience using detailed demographic, interest, and behaviour data.

 

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.

 

Lecture 10 - Tutorial Session 03

  • Quiz on Social Media Marketing and Digital Advertising
  • Setting up a Google Ads account and exploring the interface.
  • Planning and launching a YouTube video ad campaign.
  • Reviewing and interpreting the performance data from these campaigns, discussing how to use this information to refine and improve advertising efforts.

Core Reading List

  • Dahl, S. (2021). Social media marketing: Theories and applications. Social Media Marketing, 1-100.
  • Nancy Lee and Philip Kotler. (2022) Success in Social Marketing: 100 Case Studies from Around the Globe.
  • Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Supplementary Reading List

  • Ortiz-Ospina, E., & Roser, M. (2023). The rise of social media. Our world in data.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertisingfeatures on customer purchase intention. International Journal of Information Management, 42, 65-77.

 

Lecture 11 - Assessments

During this session students will:

  • Receive the scored self-assessment
  • Deliver the group presentations and answer to questions from both students and tutor
  • Go through the last assignment issues, if any.

 

Methods of Assessment

Self Assessment 15% of final score - Students will be expected to sit for a multiple-choice test during the module's first lecture on 05 April 2025. Students will be handed out with the test sheet and their answers during the session 8 on the 10 May 2025 and will be asked to correct their own submission.

Group Presentation 20% of final score

Reflective Notes 10% of final score

1 Assignment 55% of final score

 

Assignment

You are required to choose one of the three questions available in the Assignment Submission Form made available by clicking the button below. The assignment must be submitted no later than Thursday, 22 May 2025 at 23:59 hrs., along with the Assignment Submission Form. Please ensure that you indicate the question you have addressed on the Assignment Submission Form.

Assignment Submission Form

For guidance on how to plan, draft, and submit your assignment, please refer to the 21 Academy presentation on Writing and Submitting Your Assignment by clicking the button below.

Writing and Submitting Your Assignment

We are also providing the 21 Academy's Assignments Rubric for your reference. This rubric is a performance-based assessment tool that tutors will use for grading, and it will help you understand the requirements of the assignment and how it will be assessed.

Assignments Rubric

 

Group Presentation

You will be asked to design and deliver a group presentation about a business you plan to create together. This will be the same group you worked together with in-class. The presentation should be  delivered in 20 minutes and each member of the group should deliver part of the presentation . The presentation will be delivered on Saturday 17 May 2025 between 09.00 and 12.00hrs.

Presentation Submission Form

A Presentation Rubric is being made available for your guidance below. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the presentation and how your presentation will be graded.

Presentation Rubric

Your presentation should be also be submitted in pdf format on Turnitin by not later than 24 hours before it is being delivered. Do not scan the presentation but convert/save it directly to pdf.

Note that the submitted presentations will be scanned for plagiarism.

 

Reflective Notes

Each student should submit Reflective Notes about their experience during the preparatory phase of the Group Presentation.

From here, you can download 21 Academy's Reflective Notes template in

Word Format or PDF Format

In any case, the document has to be submitted to the academy through Turnitin no later than the day before the presentation is meant to be delivered in class. The Reflective Notes have to be submitted to the academy through Turnitin by not later than Friday 16 May, 2025 at 23.59hrs.

If you need information on how to write and keep your reflective notes for your involvement in the group work to prepare the presentation please refer to the Induction Presentation 03.