Social media marketing

Learning outcomes

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 contents

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 exploration of the most common social media platforms and their practical use. The phases involved in strategically planning and executing a campaign will be demonstrated, with practical classroom exercises for implementing a real social media communication campaign.

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.

Reading/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

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

Assessment methods

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.