Social media has disrupted communication channels and created challenges for marketing in the digital age. The change of control of the brand has shifted from the company to the consumer. In this course, students will learn how to manage their brand (either personal or business) on social media and how to create a social media strategy. This course will teach students to use social media strategically to create value for a brand. An emphasis is placed on strategic collaboration, execution, and measurement of social media marketing efforts.

Students will learn by doing assignments focusing on social media marketing strategy, social media post writing and publishing, measurement tools, social media pouty and crisis management. This course will cover blogs, microblogs, Facebook, Twitter, Instagram, Pinterest, LinkedIn, and niche social media platforms.

By the end of this course, students will master the skills necessary to become successful social media managers. They will know how to:

• Identify the components of a strategic social media plan and effectively develop one that creates value for any organization
• Create engaging content for Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and additional niche social media networks
• Evaluate which social media platforms are the most effective for a selected brand
• Identify the best tools to manage and measure the performance of social media content and campaigns
• Assess the critical issues social media managers face and how to handle crises

This course will include following teaching methods:

• Auditor’s lectures
• discussions,
• case studies,
• individual online work & reading,
• group work,
• presentation.

The final grade will be a sum of 3 elements:

• Individual work (points gained for individual written activities: creation of customer personas, and analysis of 2 case studies) - 10% of the final grade
• Group work „Social Media Strategy” (points gained for the written paper and presentation, max. 4 participants in the group) - 30% of the final grade.
• Written final exam - 60% of the final grade.