Sylabus
Course structure:
Class 1: 5th October, 2017Social media: business context and marketing communicationIntroduction of the coursea) Social media marketing introductionb) Social media and marketing strategy
Class 2: 19th October, 2017Customer decision journey and social media listeninga) From conversion funnels to customer decision journeysb) Social media listening and crisis communication
Class 3: 2nd November, 2017POST methodology and business case developmenta) The POST methodolgy for creating a social media strategyb) Developing a business case
Class 4: 16th November, 2017Content strategies (+ Guest speaker)a) Branding and content strategiesb) Marketing ethics and social media communication
Class 5: 30th November, 2017Analytics and case study preparation (+ Guest speaker) a) Social media analyticsb) POST outline and preparation for case studies
Class 6: 14th December, 2017Case studies presentations and discussions
Anotace
Social media has significantly disrupted communication channels and reshaped marketing in the digital age. Given their popularity among public and an increasing share of consumers’ time spent online, social media is considered as one of the most important marketing instruments today. Marketers are challenged to effectively integrate them into the overall communication strategy while pursuing their marketing and business goals.
The aim of the course is to understand the big picture of designing an effective social media program in line with marketing objectives. Students will become familiar with marketing use of the key social media platforms, and have the ability to understand how social media tools contribute to business strategy.