Announcements

Academy Documents

Please access the Students' Policies & Forms through this link. The following documents are all available at the link - 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.

Sessions' Venue

Monday 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

Monday sessions 17:30 - 20:30hrs

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

Saturday sessions will be held at St Joseph School

Triq Meter Boni Consilii, 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 0118 May 202409:00 to 17:00hrsPresentation 01
Lecture 0220 May 202417:30 to 20:30hrsPresentation 02
Lecture 0325 May 202409:00 to 17:00hrsPresentation 03
Lecture 0427 May 202417:30 to 20:30hrsPresentation 04
Lecture 0501 June 202409:00 to 17:00hrsPresentation 05
Lecture 0603 June 202417:30 to 20:30hrsPresentation 06
Lecture 0708 June 202409:00 to 17:00hrsPresentation 07
Tutiorial 01 + Self-Assessment10 June 202417:30 to 20:30hrsPresentation 08
Tutiorial 0215 June 202409:00 to 12:00hrsTutorial 02 - Presentation
Tutiorial 0317 June 202417:30 to 20:30hrs
Group Presentations24 June 202409:00 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 18 May 2024. Students will be handed out with the test sheet and their answers during session 8 on the 10 June 2024 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 have to choose 1 out of the 3 questions which are available in the Assignment Submission form below. The assignment should be submitted no later than Thursday 27 June 2024. The assignment has to be submitted together with the Assignment Submission Form through 21 Academy's plagiarism software, Turnitin. Please indicate the questions which you have addressed in the Assignment Submission form and upload assignments in pdf format. Do not scan assignment but convert/save it directly to pdf. We ask you to keep the similarity percentage very low and definitely below 20%. You should  review and rephrase any assignments which show more than 20% similarity. Any assignments submitted with more than 20% similarity will not be scored and will be considered as failed.

Assignment Submission Form

If you need information on how to plan, draft and submit your assignment, follow the 21 Academy presentation on Writing and Submitting your Assignment.

We are also making the 21 Academy's Assignments Rubric available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them in allocating scoring while also allowing students to understand what is required in the assignment and how it will be graded. The Harvard Referencing Style should be used.

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 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 Monday 24 June 2024 between 09.00 and 12.00hrs.

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

The presentation should be submitted in pdf format together with the Presentation Submission Form through Turnitin by not later than Friday 21 June, 2024 at 23.59hrs. 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. The Reflective Notes have to be submitted to the academy through Turnitin no later than Friday 21 June, 2024 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 Induction Presentation 04.