77764 - Social Media Marketing (Seminario)

Learning outcomes

The seminar is aimed at giving students the opportunity to learn how companies, institutions and political actors manage their marketing strategies on social media. At the end of the seminar, students: -know how the most populated social networking platforms are organized; - understand the potential for companies and public actors in using social networking platforms as tools for engaging and listening target audiences;- knows how to design, build up and implement a marketing strategy on social media.

Course contents

The seminar is divided into three strands:

1. Social media as relational ecosystems

 

2. How social media are changing what we know about marketing

 

3. Developing a a marketing strategy on social media.

Readings/Bibliography

Selected sections from the following texts will be suggested:
Strategia Digitale, Laurita G. e Venturini, R. - Hoepli 2014
Social Media Marketing, Di Fraia G.- -Hoepli 2011
Social Media ROI, Cosenza V. - Apogeo 2012

Teaching methods

The seminar will be based mostly on taught classes and open discussions however students will also engage in practical exercises, both at home and in the lab.

Assessment methods

Students will be evaluated based on their class attendance, contribution to discussions  and on their engagement with practical work.  Class attendance is mandatory: to pass the course students must attend at least 70% of the classes and complete at least one of the practical exercises proposed.

Teaching tools

PC, powerpoint projector, internet connection, computer lab.

Office hours

See the website of Augusto Valeriani