Social media marketing: going viral in the modern age

This is a Business and management studies Subject Spotlight with Stuart Ailion from The University of Law. An interactive, cinematic course taster experience to allow students to gain insights into what it's like to study Business and management studies.

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In this Subject Spotlight, join Stuart Ailion from The University of Law as he explores the power of social media marketing. In episode 1, Stuart discusses why businesses employ social media marketing, explores whether traditional marketing communication is outdated, and thinks about whether social media marketing has actually  taken over from traditional marketing, and why. In episode 2, Stuart discusses influencers within the marketing industry, introduces the concept of viral marketing, and some of the wider issues  and considerations involved in social media marketing. In episode 3, Stuart introduces three mini case studies that feature marketing campaigns that have either been incredibly successful, or gone viral for all the wrong reasons. In the final episode, Stuart presents an interactive activity in which he identifies vital marketing factors, then gets you to look out for these factors in four different marketing campaigns. These include Nike, Snickers, Cadbury’s Dairy Milk and Just Eat. He then rounds up the spotlight by discussing the reasons social media marketing may appeal to you.

About The University of Law

The University of Law is a specialist education institution offering law related qualifications and professional training. The university is the largest law school in the UK and was founded in 1876. The University of Law has nine campuses across the UK in Birmingham, Bristol, Chester, Guildford, Leeds, London, Manchester, Nottingham and Sheffield. It also has an international campus in Hong Kong. Uniquely, the University of Law also delivers law programmes at a number of partnered universities across the country, including the University of Exeter and the University of Liverpool.

Meet the academics

Stuart Ailion

Stuart Ailion is a Lecturer in Business at the Business School Manchester campus. He specialises in Business Strategy, Operational Business Development and Marketing Management, and has a Master’s degree in Marketing. Previously, Stuart held Senior Leadership positions in the mass market retail fashion industry for over 25 years. Stuart was a founding director of a Research and Development technical textile company alongside his business partner, a Doctor of Material Science. Together, they commercialised an innovative shape change fibre technology with granted patents in seven international jurisdictions. He entered into the higher education sector in 2014, lecturing in Fashion Buying and Merchandising and Business Strategic Development at Manchester Metropolitan University. Stuart was born and lives in Manchester and is a lifelong Manchester United fan.

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