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:  

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. Analyze basic social media KPIs.

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 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.

This course will involve a variety of different learning formats:

• lectures,
• discussions,
• group presentations,
• worksheets,
• 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:

• 35% of the final grade is based on individual assignments:
  • Customer Personas + Target Groups 10%

• • Content Plan 10%
  • Analysis of campaigns 15%
• 20% of the final grade is based on active participation in the classes, including the in-class assignments:
  • Self-Assessment 10%
  • Lecturer’s Assessment 10%
• 25% of the final grade is based on the final group presentation (Session 8) and peer assessment
• 20% of the final grade is based on the HubSpot Social Media Marketing Certification
• 5% extra credit 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.

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.