Social media marketing 1600-SZD-SPEC-SMM-ZJ
Social media - essence, development, typesSocial media in marketing activities Social media users - characteristics, motivations, behaviors Communications strategy in social media (5C): Customer - user analysis, Channels - key channels and their role, Content - how to drive engagement, Community - brand community building, Check - effectiveness measurement. Paid advertising campaigns on Facebook, Instagram and LinkedIn. Tools supporting marketing activities in social media (social media management, web listening, influencer discovery and assessment). New trends in social media.
Course coordinators
Learning outcomes
Knowledge | The graduate knows and understands:
WG_01 - to the extent necessary for existing paradigms to be revised - a worldwide body of work, covering theoretical foundations as well as general and selected specific issues - relevant to a particular discipline
within the social sciences
WG_02 - the main development trends in the disciplines of the social sciences in which the education is provided
WG_03 - scientific research methodology in the field of the social sciences
WK_01 - fundamental dilemmas of modern civilisation from the perspective of the social sciences
Skills | The graduate is able to:
UK_05 - speaking a foreign language at B2 level of the Common European Framework of Reference for Languages using the professional terminology specific to the discipline within the social sciences, to the extent enabling participation in an international scientific and professional environment
Social competences | The graduate is ready to
KO_01 - fulfilling the social obligations of researchers and creators
KO_02 - fulfilling social obligations and taking actions in the public interest, in particular in initiating actions in the public interest
KO_03 - think and acting in an entrepreneurial manner
Assessment criteria
Description of requirements related to participation in classes, including the permitted number of explained absences: Active participation in the discussions. No requirements regarding the absence.
Principles for passing the classes and the subject (including resit session): Final presentation: max. 65 points. Attendance and activity during the classes: max. 35 points
Methods for the verification of learning outcomes: Final presentation
Evaluation criteria: Less than 60 points: no credit, 60 points or more: credit
Bibliography
Bianchi, A. (2021). Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth. New York: Routledge; Tuten, T. L. (2021). Social Media Marketing. Los Angeles: SAGE; Hollensen, S., Kotler, P., & Opresnik, O. M. (2020). Social Media Marketing: A Practitioner Guide. Columbia, SC: Opresnik Management Consulting