This module presents the foundations and approaches of Social Media Marketing and the creation of valued content. It analyzes the current technological trends (digital consumers, AI, Virtual Marketing, and Influencer Marketing) and highlights how these can be applied in channels and platforms in Social Media.
Students will be equipped with critical content creation and management skills, will come across with examples and real case studies to be able to better understand the implementation of marketing theory in new technologies such as social media platforms and will learn how to establish and manage a social media presence (on Facebook, Instagram, YouTube, LinkedIn, TikTok).
The objective of this module is to introduce students to the Social Media Marketing landscape such as theories, methodologies, digital consumers, tools, technical advances, platforms, metrics, and management. Upon completion of the course, students will be familiar with the Social Media Marketing theory that can be applied in various platforms and they will be able to implement all this knowledge to create effective social media strategies. Students will be able to create a Social Media Marketing Strategy plan.
• Introduction to Social Media Marketing
• Technological Advances in Social Media (AI, virtual marketing)
• Understanding consumers in Social Media
• Influencer Marketing
• Methodologies and Theories in Social Media
• Channels and platforms in Social Media
• Creating content in Social Media
• Tools, Tactics and Techniques in Social Media
• Management and Metrics in Social Media
1. Stephan Dahl, Social Media Marketing-Theories and Applications, SECOND EDITION, SAGE Publications Ltd (April 2018)
2. Stephan Dahl, Social Media Marketing-Theories and Applications, THIRD EDITION, SAGE Publications Ltd (https://us.sagepub.com/en-us/nam/social-media-marketing/book272124#contents) (May 2021)
3. Annmarie Hanlon and Tracy L. Tuten, The SAGE Handbook of Social Media Marketing, SAGE Publications Ltd (https://us.sagepub.com/en-us/nam/the-sage-handbook-of-social-media-marketing/book275207#contents) (August 2022)
