98581 - SOCIAL MEDIA COMMUNICATION

Academic Year 2024/2025

  • Teaching Mode: Traditional lectures
  • Campus: Rimini
  • Corso: First cycle degree programme (L) in Business Economics (cod. 8848)

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:

  1. Introduction to Social Media (SM) Marketing
  2. Personal Brand
  3. SM Marketing Strategy
  4. SM Marketing with Facebook
  5. SM Marketing with Instagram
  6. SM Marketing with X
  7. SM Marketing with Linkedin
  8. SM Marketing with YouTube
  9. SM Marketing with TikTok
  10. Blogs, VBlogs, Podcasts, and Webinars
  11. SM Marketing Campaigns
  12. Influencer Marketing
  13. Social Selling
  14. Social Media Analytics and ROI
  15. Other Topics on Social Media Analytics
  16. 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