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90588 - SOCIAL MEDIA MARKETING

Academic Year 2022/2023

                
                        Docente:
                        Virginia Vannucci
                    
                        Credits:
                        3
                    
                        SSD:
                        SECS-P/08
                    
                        Language:
                        Italian
                    
                        Teaching Mode:
                        Traditional lectures
                        
                            Campus:
                            Bologna
                        
                            Corso:
                            Second cycle degree programme (LM) in
                            Business Administration (cod. 0897)

                            Teaching resources on Virtuale

Learning outcomes

The main objective of the course is to apply quantitative concepts and models peculiar to management and marketing research and use them to study the links between marketing strategies, consumer behavior, and firm performance through methodologically oriented activities and through statistical tools that are used to identify aspects that might not be detected using only intuitive methods. At the end of the course, the student possesses the analytical and creative skills necessary for these methods to be applied in real market contexts to answer relevant questions in management practice, such as: - How can the customer base be segmented? Which marketing strategies are most effective across different clusters? - How can secondary data available in real-time be used to improve the effectiveness of marketing strategies? - Which social media marketing campaigns are most effective? On what business-relevant goals and KPIs do these campaigns act? - Which consumers respond to specific social media marketing strategies? - What are the links between customer base retention and value and social media marketing strategies?

Course contents

Introduction to social media marketing

Social media and customer journey

Social media marketing strategy

Social commerce

Social media analytics

Social media metrics

Readings/Bibliography

Tuten, T. L. (2020). Social Media Marketing (4th Edition). SAGE Publications, Ltd. (UK).

Teaching methods

The course teaching methods includes theoretical classes, cases discussion and group project work to apply the concepts learnt in class to real cases.

Assessment methods

The final grade will be composed as follow:

30% teamwork assignment

70% individual essay

Students who do not participate in teamwork assignment:

100% final oral exam

Evaluation grid:

<18 insufficient

18-23 sufficient

24-27 average/good

28-30 very good

30 cum laude excellent/outstanding

Teaching tools

Slides, book, guest speaker

Office hours

See the website of Virginia Vannucci