(in Polish) Marketing w mediach społecznościowych 2600-DMdzMMSf

Knowledge (K_W02, K_W03, K_W06)
• K_W02 - The student knows the basic concepts, ideas and stages of development of social media marketing and understands their place in management sciences.
• K_W03 - The student understands the specificity of the main social media platforms (Facebook, Instagram, LinkedIn, TikTok , X, YouTube), the differences between target groups and the mechanisms of content display algorithms.
• K_W06 - The student knows the basic legal regulations regarding advertising and communication in social media (including copyright, personal data protection) and the ethical challenges related to conducting marketing activities in social media.
Skills (K_U02, K_U06, K_U07)
• K_U02 - The student is able to analyze examples of marketing campaigns in social media and critically evaluate their effectiveness.
• K_U06 - The student is able to plan a social media campaign (organic and paid), taking into account business goals, content formats, platform specifics and retargeting strategies .
• K_U07 - The student is able to use analytical tools and marketing automation elements in assessing the effectiveness of social media activities.
Social competences (K_K01, K_K02, K_K05)
• K_K01 - The student is aware of social and ethical responsibility when communicating in social media, especially in the context of crisis management and real- time marketing.
• K_K02 - The student is able to work in a team to design social media campaigns, effectively communicating their ideas and recommendations.
• K_K05 - The student is prepared to take a critical and reflective approach to brand activities in social media, taking into account ethical, cultural and sustainable development aspects.

The learning outcomes will be verified on an ongoing basis through tasks performed by participants during exercises and at the end during the seminar (test).

Reflection/mini essay after class (20 points), 2. Quizzes/ Cases in class for selected modules (20 points) 3. Final test (online) (60 points)

In total, you will be able to earn 100 points across all classes, and their number will determine your final grade:
- 0-50 points - rating 2
- 51-60 points - grade 3
- 61-70 points - rating 3.5
- 71-80 points - grade 4
- 81-90 points - rating 4.5
- 91-100 points - grade 5

Professional practice is not required to complete the course

Basic
• Chaffey, D., Ellis-Chadwick, F. (2022). Digital Marketing (8th ed.). Pearson.
• Mazurek, G. (Ed.). (2019). E-marketing: Planning, Tools, Practice . Warsaw: Poltext .

Complementary
• Kotler , P., Kartajaya , H., Setiawan , I. (2021). Marketing 5.0: Technology for Humanity . Wiley.
• Ryan, D. (2020). Understanding Digital Marketing . KoganPage .
• Filipek, P. (2021). Marketing in social media . PWN Scientific Publishing House.
• Martin Moore & Damian Tambini (eds.), Digital Dominance: The Power of Google, Amazon, Facebook, and Apple, Oxford University Press, 2018.
https://www.google.pl/books/edition/Digital_Dominance/cnhUDwAAQBAJ?hl=en&gbpv=1

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

• Description of 2600-DMdzMMSf in USOSweb