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Professional course

Social Media and Web Science

About this course

Course code:
Professional/Short Course
Computer Science and Creative Technologies
Twelve two hour sessions scheduled over a period of 12 weeks
Course director:
Dr Paul Matthews

Page last updated 30 April 2019


A scientific approach is crucial to the planning, implementation and evaluation of social media and web campaigns. At the same time, social media and web-based evidence can shed light on a range of sociological and societal phenomena. This module will focus on developing strategic and technical competencies in using social media tools and data.

Entry requirements

Participants are expected to have a first degree at 2.2 level or above (or equivalent), or alternatively have industrial experience. We strongly recommend that you speak to the course tutor prior to the course if you are unsure about your suitability to complete the assessment.

Careers / Further study

This module can be taken as a stand alone module, or used to build up credit towards a named postgraduate qualification (PG Certificate, PG Diploma or Masters) within our Library and Information Science Award.



This module will cover the following topic areas:

  • History, trends and global patterns in social media and the web.
  • The current range of social media tools and their relative strengths; social UI patterns and practice.
  • Best practice in social media usage; cultural and ethical dimensions of social media and social media research.
  • Theoretical models of engagement, persuasion and social behaviour online.
  • Social media metrics and impact; use of social media in the workplace; social media strategies and their evaluation; case studies.
  • Web science principles; relevant socio-technical, philosophical, psychological and sociological models/theory.
  • Social media, the web and society: politics, disaster management and governance; diversity, bias and the diffusion of information; privacy, security and trust.
  • Collective intelligence and online communities; crowd sourcing and social machines
  • Tools and methods of social media and web-based research: Archiving; data mining; algorithms and inference; social network analysis; visualisation.

Learning and Teaching

Teaching will focus on the assignment tasks and aim to equip students with the resources and tools needed to complete group and individual components. Along with practice of tools and techniques, in-class time will be allocated for idea generation, iteration and feedback on project work.

Scheduled learning will consist of combined sessions including: Lectures, workshops, research and project work.  

Independent learning includes hours engaged with essential reading, data gathering and analysis, assignment preparation and completion etc. These sessions constitute an average time per level as indicated in the table below. Scheduled sessions may vary slightly depending on the module choices you make.


Assessment will be through a group-based social media campaign project and and individual research project on a theme of interest.

For more details, see our full glossary of assessment terms.


Study facilities

The University has excellent facilities, accessible to all students, as required; however, it is expected that much of the work will be carried within the work environment.

Find out more about the facilities and resources UWE has to offer.

Prices and dates

Supplementary fee information

CohortUK/EU ParticipantsInternational Participants
January 2020TBCTBC

Course dates

CohortStart DateApplication Date
January 2020This course will next run in our 2019-20 academic year. To be kept up-to-date with our course dates please complete the enquiry form below.TBC


UWE Bristol, Frenchay Campus, Coldharbour Lane, Bristol BS16 1QY

How to apply

How to apply

On acceptance onto the module, you will be registered onto our student system to give you access to university resources, including the library and your module BlackBoard site where course materials and pre-reading/work will be posted.

January 2020Enquire Now

For further information

  • Email: For all queries regarding administration aspects of registration, i.e. dates, fees, etc. please contact us using the online enquiry form link. For any questions in relation to the course, i.e. content, suitability, assessments, etc. please contact the Course Director.
  • Telephone: +44 (0)117 32 86927

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