90588 - SOCIAL MEDIA MARKETING

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

Funnel

Social media and customer journey

Social media marketing strategy 

Social media analytics

Social media metrics

Readings/Bibliography

ALessandra Maggio, Visioni future di digital marketing, Flaccovio Editore

Jessica Piccaia, Social Media Marketing. Strategy, plan, audit, Flacowski

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:

Students that will partecipate in all the classes:

100% teamwork assignment

Teams must be composed by 3 to 5 members.

They must create a social media marketing project for a company.

 

Students who do not participate in teamwork assignment:

100% final written 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,case history

Office hours

See the website of Riccardo Pirazzoli