SOCIAL MEDIA MARKETING
Learning outcomes of the course unit
At the end of the course, students will hopefully gain the following skills:
Theoretical understanding of key concepts of digital marketing and social media marketing
Capabilities of reasoning as a digital marketer
Knowledge of main tasks related to the digital marketing role and main tools for digital marketing
Ability to develop a social media strategy
Improvement of teamwork skills and deadline orientation
Course contents summary
The course aims to be a review of the main topics in the areas of Digital Marketing and Social Media Marketing. It should be considered as a good starting point to also develop practical knowledge in this respect. The course includes two main key areas: Digital Marketing and Social Media Marketing. As far as Digital Marketing is concerned, the course will deal with the following topics: Digital Business Models, Online Customer Journey e Digital Attribution Modelling, Email Marketing, SEO e SEM, Digital Analytics. As far as Social Media Marketing is concerned, the course will deal with the following topics: role and efficacy of Social Media, Social Media Marketing planning, content marketing and influencer marketing and Social media metrics.
Please contact the teacher if you need further information on the detailed course program.
For attending students there is no mandatory textbook. Attending students can study by relying on their class notes and the slides. Moreover, they will have to study on additional readings that will be available on the Elly platform. For further reading the students can take as a reference the following textbook: Melissa Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay (2017) “Social Media Marketing: A Strategic Approach”, 2nd Edition, Cengage.
For non-attending students: It is mandatory to study on the textbook Melissa Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay (2017) “Social Media Marketing: A Strategic Approach”, 2nd Edition, Cengage. In addition to the textbook, non-attending students will need to study on additional readings that will be made available on the Elly platform. In case you have troubles in purchasing the book please contact the teacher via email.
The course will be taught with a mix of lectures, case study discussions, managerial lectures, groupworks and class presentations.
Assessment methods and criteria
Written examination. The exam will be different between attending and non-attending students. The exam will include three questions.
Please check professor's webpage for updates on course, exams, dates and times, office hours and so on.