- Docente: Francisco Javier Villarroel Ordenes
- Credits: 8
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: First cycle degree programme (L) in Business Economics (cod. 8848)
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from Sep 16, 2024 to Dec 05, 2024
Learning outcomes
This course aims to educate students on the strategies and marketing techniques required to define, manage and verify social media activity on the web to achieve a proper communication strategy and online promotion. The course focuses on the performance and use of the main platforms of online communication, with practical examples and best practices. At the end of the course, students will be able to organise the content of social communication on websites and portals, manage brand reputation and social media accounts and track and share information about online traffic.
Course contents
Course Units:
- Introduction to Social Media (SM) Marketing
- Personal Brand
- SM Marketing Strategy
- SM Marketing with Facebook
- SM Marketing with Instagram
- SM Marketing with X
- SM Marketing with Linkedin
- SM Marketing with YouTube
- SM Marketing with TikTok
- Blogs, VBlogs, Podcasts, and Webinars
- SM Marketing Campaigns
- Influencer Marketing
- Social Selling
- Social Media Analytics and ROI
- Other Topics on Social Media Analytics
- Measuring Brand Reputation from Social Media
Readings/Bibliography
Course Digital Book: Essentials of Social Media Marketing, by Michelle Charello. Publisher: Stukent.
The link to acquire the book will be sent by email to students.
Teaching methods
Lectures
Group Work
Article Discussion
Quizzes
Assessment methods
Online Quizzes, Midterm and Final Exam, Group Work, and Active Participation
Grading:
• <18 not passed
• 18-23 sufficient
• 24-27 good
• 28-30 very good
• 30 cum laude outstanding
Teaching tools
Social Media Marketing Book
KNIME Analytics Platform
Office hours
See the website of Francisco Javier Villarroel Ordenes