Syllabus
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