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.
Course coordinators
Type of course
Mode
Learning outcomes
KNOWLEDGE
K_W01 – explains what social media are and the conditions that must be met for a medium to be classified as social.
K_W02 – lists the types of social media.
K_W03 – describes who social media users are, how to engage their interest, and increase their involvement.
K_W04 – explains how social media can be used in marketing activities.
K_W05 – lists tools that can be used for social media management and network monitoring.
K_W06 – explains how to measure and evaluate the effectiveness of activities.
K_W07 – presents new trends in social media.
SKILLS
K_U01 – develops a step-by-step social media marketing strategy.
K_U02 – uses content that engages users.
K_U03 – runs paid advertising campaigns on Facebook, Instagram, and LinkedIn.
K_U04 – measures and evaluates the effectiveness of actions.
K_U07 – is able to apply theoretical knowledge and practical tools in social media to make marketing decisions and optimize activities.
SOCIAL COMPETENCES
K_K01 – critically analyzes social media marketing activities to improve personal skills.
K_K02 – demonstrates openness to independently updating and expanding 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