Social media marketing 2600-MSz2SMMen
1. Social media – essence, development, types
2. Social media in marketing activities
3. Social media users – characteristics, motivations, behaviors
4. 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
5. Paid advertising campaigns on Facebook, Instagram and LinkedIn.
6. Tools supporting marketing activities in social media (social media management, web listening, influencer discovery and assessment)
7. New trends in social media
The achievement of the learning outcomes defined for the subject requires approximately 50-60 hours of student work.
Type of course
Mode
Course coordinators
Learning outcomes
KNOWLEDGE
• Explains what social media are and what conditions must be met to classify a given medium as social
• Lists the types of social media
• Presents the characteristics of social media users, how to arouse their interest and increase their engagement
• Describes how social media can be used in marketing activities
• Lists the tools that can be used for social media management and web monitoring
• Describes how to measure and evaluate the effectiveness of activities
• Presents new trends in social media
SKILLS
• Develops a social media marketing strategy step by step
• Uses communication content that engages users
• Runs paid advertising campaigns on Facebook, Instagram and LinkedIn
• Measures and evaluates the effectiveness of activities
ATTITUDES
• Performs critical analysis of social media marketing activities to improve proper skills
• Is open to updating and expanding proper knowledge
Assessment criteria
• Final presentation: max. 65 points
• Attendance and activity during the classes: max. 35 points
At least 60 points in total are required to pass the course. Participants' activity consists in verbal and chat utterances.
Bibliography
1. Bianchi, A. (2021). Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth. New York: Routledge
2. Tuten, T. L. (2021). Social Media Marketing. Los Angeles: SAGE
3. Hollensen, S., Kotler, P., & Opresnik, O. M. (2020). Social Media Marketing: A Practitioner Guide. Columbia, SC: Opresnik Management Consulting
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: