1691 Social Media Strategy
Alicja Grzadziel, MSc.
Contact details
Weekly hours
Language of instruction
09/13/23 to 09/22/23
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 10/10/23 12:30 PM - 03:00 PM D5.0.002
Tuesday 10/17/23 01:00 PM - 03:30 PM TC.5.18
Tuesday 10/24/23 01:00 PM - 03:30 PM TC.3.07
Tuesday 11/07/23 12:30 PM - 03:30 PM TC.5.16
Tuesday 11/14/23 12:30 PM - 03:30 PM D2.0.038
Tuesday 12/05/23 01:00 PM - 04:00 PM TC.3.07
Tuesday 12/12/23 01:00 PM - 04:00 PM TC.4.17
Tuesday 01/09/24 01:00 PM - 04:00 PM TC.4.12

This course is held in English.

A social media marketing strategy is a summary of everything a business plans to do and hopes to achieve on social media. It guides actions and shows whether the campaigns are successful or not. In this course, students will learn the fundamentals of creating and managing an effective social media strategy.

We will do that by following the 5 main points of a marketing strategy:  


Learning outcomes

After completing this course, students will be able to:


1. Create specific, measurable, attainable, and time-specific goals for a social media campaign, and recognize appropriate KPIs for these goals.

2. Define customer personas, and be able to research which customer groups to pinpoint with specific targeting options.

3. Apply the fundamentals of competitive analysis and benchmarking of planned campaigns based on competitors. 

4. Understand the basics of creating engaging paid and organic content on social media, notice trend cycles, and apply social listening to marketing campaigns.

5. Recognize the importance of tracking campaign metrics, and optimizing a campaign on a data-driven basis.

6. Understand and discuss the societal effects social media has on different groups of people.

7. Effectively communicate a social media strategy in a presentation.

Attendance requirements

Attendance of at least 80% of all classes is mandatory. In special instances, there will be a possibility to miss one additional class on individual basis.

Teaching/learning method(s)

This course will involve a variety of different learning formats:

  • lectures,
  • discussions,
  • group presentations,
  • using digital tools (such as Mural) for interactive activities.


Each unit will comprise both theoretical contents (based on the recommended reading) and interactive, more practically-oriented activities.


Weights for each grading component:

30% of the final grade is based on individual assignments:

  • Customer Personas + Targeting options
  • Competitive analysis 10%
  • Content Plan 10% 

25% of the final grade is based on active participation in the classes:

  •         Self Review 10% 
  •         Lecturer’s Review 15%

20% of the final grade is based on the group presentation (Session 8)

25% of the final grade is based on the HubSpot Academy Social Media Marketing Certification

10% of bonus points can be earned by creating at least 4 digital expressions (i.e., pieces of organic content, for example, a video, an image, a meme, an infographic, or a post) on a topic related to the course contents or current events 


Transformation of the grade:

1 (sehr gut / excellent): 100% - 90% of all points

2 (gut / good): 89% - 80% of all points

3 (befriedigend / satisfactory): 79% - 70% of all points

4 (genügend / sufficient): 69% - 60% of all points

5 (nicht genügend / fail): Below 60% of all points

Prerequisites for participation and waiting lists

To be able to participate, students should already have completed the "Digital Marketing" course, or an equivalent.

Experience with social media marketing will be helpful, but is not necessary.


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Availability of lecturer(s)

I am happy to answer your questions - feel free to send me an email ( if you would like to have a call or talk in person. I will also be available in the classroom (or online) after classes and during the breaks.

Last edited: 2023-06-20