Social Media Marketing

N/A

The syllabus will be developed by combining lectures with practical sessions and the resolution of exercises or the analysis and discussion of cases.

Continuous assessment comprises the completion of a group assignment (90%) with a compulsory oral presentation. Class attendance and participation account for 10% of the final grade and must be at least 75%.

The aim of the course is to develop an in-depth and integrated understanding of how social platforms have become fundamental in the Digital Age for dialogue and relationship-building with consumers. This course provides students with the necessary knowledge to analyse consumer reactions on social networks in detail. It also aims to demonstrate how consumers can be actively involved in the development of marketing messages, making them active participants in companies’ communication strategies. Students will also be trained to understand and apply social media marketing techniques, analysing current trends and anticipating future directions in the field of digital marketing.

1 Introduction to Social Media Marketing

1.1 The Digital Age

1.2 Impact on organisations, brands and people.

2. Analysing consumer reactions on social networks

2.1 Strategies for making consumers active participants in brand communication.

3. Applying marketing techniques

3.1 Talent personal branding

4. Current and future trends in digital marketing

• - Attendance and Participation - 10.0%
• - Group Work with mandatory oral presentation - 90.0%

NAO