Social media marketing 2

Learning objectives

Every student will acquire the fundamental skills to approach the world of Social Media Marketing consciously. After a brief theoretical introduction, the phases of an integrated social media campaign, planning, execution, and monitoring will be explored. Once the fundamental knowledge is acquired, students will put it into practice through exercises during the lessons.

Course content

Introduction to the vast world of Social Media Marketing, with a focus on the course objectives and topics that will be covered.

Strategy, planning and operations
In-depth analysis of the most common social media and their practical use. The phases in which a campaign is strategically and operationally planned will be shown, with practical exercises in the classroom for setting up a real communication campaign on social media.

Research, Conversion, and Monitoring Analysis of data and costs.
Profiling of campaigns and interpretation of key monitoring metrics on social media.

Prerequisites

It is important to have adequately learned the fundamentals of the Digital Advertising and Semiotics and Storytelling courses in the first year.

Bibliography

Social Media Marketing, marketer nella rivoluzione digitale. Philip Kotler, Milano: Hoepli, 2019.
Furthermore, the teacher will provide specific handouts, which he will deliver in electronic PDF format, containing articles and research available on the web; these will be an integral part of the course program.

Teaching methods and tools

Highly interactive classroom lectures where student participation is essential. Slide presentations will be used to support teaching, including videos, images, data, etc.

Assessment methods and criteria

The exam consists of two parts: the submission of the group work carried out during the lessons and an argumentative elaboration of personal research (essay). Both will contribute to the final exam grade.

The topic of the essay will be chosen in collaboration with the professor, with a preference for in-depth analysis of interesting campaigns.

The essay should have a maximum length of 5 pages, with 2000 characters each.

The elaboration will be developed independently by the student and will only be assessed during the examination. The essay will be prepared by the students during their study hours at home and submitted within deadlines that will be communicated during the course.