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Course 2015-2016 a.y.

20519 - SOCIAL MARKETING MANAGEMENT


CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - II sem. - OP  |  SECS-P/08) - M (6 credits - II sem. - OP  |  SECS-P/08) - IM (6 credits - II sem. - OP  |  SECS-P/08) - MM (6 credits - II sem. - OP  |  SECS-P/08) - AFC (6 credits - II sem. - OP  |  SECS-P/08) - CLAPI (6 credits - II sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - II sem. - OP  |  SECS-P/08) - CLELI (6 credits - II sem. - OP  |  SECS-P/08) - ACME (6 credits - II sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - II sem. - OP  |  SECS-P/08) - EMIT (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
GAIA RUBERA

Classes: 31 (II sem.)
Instructors:
Class 31: GAIA RUBERA


Course Objectives
This course takes an in-depth look at social networks, in particular Twitter, Facebook, and Instagram, in order to prepare students for job positions in marketing and consulting, which are related to these new social media platforms.
Students learn how to collect real-time data through the use of an Application Program Interface (API). Further, the course explains how social networks have drastically changed the different marketing activities, ranging from brand building to customer relationship management. A series of best practices is presented to illustrate how companies can take advantage of the new features of each social network to improve its marketing activities.

Course Content Summary
  • Introduction to Python syntax.
  • Twitter APIs with Python.
  • Analyzing Big Data.
  • Brand strategies for social networks.
  • Managing customers on social networks.
  • Communication campaigns using social networks.
  • Direct sales on social networks.

Detailed Description of Assessment Methods
Attending students
• Team Project: 50%
• Short-case presentation: 15%
• Final exam: open-ended + multiple choice questions. 35% (Students can consult the Tweepy documentation during the exam)
• Extra-credit opportunity: Twitter participation – 1 point

Non - Attending students
• Exam: open-ended + multiple choice questions (Students can consult the Tweepy documentation during the exam)

Textbooks
Attending students
• Slides and articles uploaded on the Learning Space by the instructor
• Twitter API documentation available at: https://media.readthedocs.org/pdf/tweepy/v3.2.0/tweepy.pdf


Non - Attending students
• Social Media Marketing, Tuten and Solomon (second edition)
• Beginning Python, Magnus Lie Hetland, Apress (second edition)
• Twitter API documentation available at: https://media.readthedocs.org/pdf/tweepy/v3.2.0/tweepy.pdf

Prerequisites
Principles of Marketing
Last change 07/05/2015 16:40