Description | This course is designed to help students understand how business and marketing have (and have not) changed due to the rise of social media. We will analyze these technologies, their intrinsic logic, their changing dynamics. Note that this course is NOT about specific online social media platforms students may know well from a user perspective (e.g., Facebook, Twitter, Instagram, Snapchat). The emphasis of this course is instead on understanding audiences’ social interactions, examining the various social media channels available to marketers, learning how to build social media strategies, content strategies, and practicing how to track their effectiveness. |
Learning outcomes | Understand Social Media Platforms (Analyze the major social media platforms: - Facebook, Instagram, X, LinkedIn, TikTok, etc.- - Develop effective social media marketing strategies tailored to different platforms and audiences and evaluate the effectiveness of social media campaign; - Understand the role of storytelling and brand voice in social media content and create compelling and engaging content for various social media platforms (Content Creation and Management); - Design and implement targeted social media advertising campaigns (Social Media Advertising); - Develop strategies for building and maintaining an active and engaged online community and manage interactions with followers (Community Building and Engagement); - Utilize social media analytics tools to track and interpret data and make data-driven decisions to optimize social media performance (Analytics and Data Interpretation); - Understand the global nature of social media and its impact on international business. Develop strategies for managing social media presence in different cultural environments; - Explore different monetization strategies available on social media platforms, including influencer marketing, affiliate marketing, and direct sales. - Understand the legal and ethical issues related to social media use, including privacy, intellectual property, and advertising regulations; - Develop strategies for managing and mitigating social media crises to maintain brand reputation. |