98581 - SOCIAL MEDIA COMMUNICATION

Conoscenze e abilità da conseguire

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.

Contenuti

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

Testi/Bibliografia

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.

Metodi didattici

Lectures

Group Work

Article Discussion

Quizzes

Modalità di verifica e valutazione dell'apprendimento

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

Strumenti a supporto della didattica

Social Media Marketing Book

KNIME Analytics Platform

Orario di ricevimento

Consulta il sito web di Francisco Javier Villarroel Ordenes