Syllabus

Title
2243 Social Media Marketing
Instructors
Ass.Prof. Katarzyna Sanak-Kosmowska, Ph.D.
Contact details
  • Type
    PI
  • Weekly hours
    2
  • Language of instruction
    Englisch
Registration
09/15/21 to 09/24/21
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
Day Date Time Room
Tuesday 11/02/21 09:00 AM - 12:15 PM D1.1.074
Wednesday 11/03/21 09:00 AM - 12:15 PM EA.5.030
Thursday 11/04/21 09:00 AM - 12:15 PM D2.0.038
Friday 11/05/21 09:00 AM - 12:15 PM D5.1.004
Monday 11/08/21 09:00 AM - 12:15 PM D4.0.136
Tuesday 11/09/21 09:00 AM - 12:15 PM D1.1.078
Wednesday 11/10/21 09:00 AM - 12:15 PM D2.0.030
Friday 11/12/21 10:00 AM - 12:00 PM TC.5.05

Contents

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.

Learning outcomes

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

Attendance requirements

Students are allowed to miss one session (max. 4 hours).

Teaching/learning method(s)

This course will include following teaching methods:

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

Assessment

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.

Prerequisites for participation and waiting lists

Students who will participate in this course need to:
• be fluent in listening, writing and reading in English (at least B2),
• know principles of marketing and management,
• have knowledge in online marketing and marketing measurement tools.

Availability of lecturer(s)

For any administrative questions please contact coursesinenglish@wu.ac.at

Unit details

Unit Date Contents
1

Topics:

  • Introduction to Class and Social Media
  • Theoretical Concepts Guiding Social Media

 

Activities:

Lectures, open discussion, reading

2

Topics:

  • Target Audience & its characteristics
  • Influencers
  • Customer personas

 

Activities:

Lectures, individual work

3

Part 1:

Topics:

  • Social Media & Social Networking Sites as a new marketing tool 1 - blogging, microblogging and Twitter

 

Activities:

lectures, individual work

 

Part 2:

Topics:

  • Social Media & Social Networking Sites as a new marketing tool 2 -  Facebook, Instagram, LinkedIn, Pinterest and niche social media

 

Activities:

lectures, case study, group work

4

Topics:

  • Marketing Strategy in Social Media

 

Activities:

Lectures, reading, group work

5

Topics:

  • REALLY Framework.
  • Measurement in social  media - overview and useful tools

 

Activities:

Lectures, reading

6

Topics:

  • Examples of social media marketing strategies - students presentations

 

Activities:

Group work, presentations, discussion

7

Topics:

  • Crisis management in social media
  • Future trends of social media marketing: AI, mobile marketing and more

 

Activities:

Lectures, case studies, discussions

8
  • Final test
  • Summary
Last edited: 2021-05-07



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