20543 - SOCIAL MEDIA MARKETING
Department of Marketing
Course taught in English
Course Director:
IRIS STEENKAMP
IRIS STEENKAMP
Mission & Content Summary
MISSION
With over 4.6 billion users worldwide, social media has become one of the most powerful marketing channels and core to marketing strategies. Although social media marketing may seem simple on the surface, it involves multiple facets that impact the performance and outcome of strategies. Social offers powerful tactics to reach consumers along the funnel: from online display ads and search engine listings to segmenting, targeting, and engaging (potential) consumers.
In this course, we will a) examine how social media has revolutionized the interactions between firms and consumers, b) conduct an in-depth study of display & search advertising and social media marketing at both tactical and strategical level, and c) explore the impact of social media on society and non-business outcomes.
The course will be primarily lecture and discussion based, with cases and real-world situations used to anchor class discussions. Throughout the course, we will invoke academic papers that develop relevant theories and subject them to rigorous scientific tests
CONTENT SUMMARY
The course is divided into four streams that cover the following topics:
- Theory
Basic key concepts and key learnings based on academic papers - Experimentation & Evaluation
Experimental design, effectiveness and evaluation - Beyond Business: Impact on Society Social
media and a) political outcomes, b) emerging markets, c) norms - Real-World Applications
Case studies and guest lectures
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Understand and apply social marketing concepts and tactics
- Develop comprehensive cross-channel social marketing strategies
- Design and evaluate experimentation in social marketing
- Examine the impact and opportunities of social media beyond business outcomes
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Design multi-channel social marketing campaigns
- Basics of search campaign: research, evaluate, and select SEO keywords
- Apply user participation strategy and content strategy
- Qualitatively and quantitatively evaluate social marketing campaigns
Teaching methods
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Exercises (exercises, database, software etc.)
- Case studies /Incidents (traditional, online)
- Individual assignments
- Group assignments
DETAILS
- Guest speakers: managers working in the social media marketing area. These talks allow students to understand how social media marketing is applied in real-world and what challenges one faces in designing and evaluating campaigns and in engaging and converting consumers.
- Case studies: MBA-style discussion classes in which we cover case studies related to social media strategy.
- Practice sessions to apply the knowledge acquired in class to specific marketing problems.
- Final group project: design a cross-channel social media campaign for a company.
Assessment methods
Continuous assessment | Partial exams | General exam | |
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ATTENDING STUDENTS
- Team Project: Paper: 50%
- Final exam: open-ended + multiple choice questions: 50%
- The team project assesses students’ ability to apply the methods learned during the course and design an effective and substantial social marketing strategy for a company.
The written exam includes questions referring concepts, models and tools presented and discussed in class.
Attendance will be registered at the beginning of all the sessions. In order to get the attending student status, students should be present in at least 75% of the lessons.”
NOT ATTENDING STUDENTS
Exam: open-ended + multiple choice questions
The exam is aimed at verifying the concepts students learned when studying the teaching material.
Teaching materials
ATTENDING STUDENTS
- Lecture notes and Slides
- Case study: The Blonde Salad by Anat Keinan, Kristina Maslaukaite, Sandrine Crener, Vincent Dessain (HBR)
- Book: Social media marketing / Tracy L. Tuten & Michael R. Solomon
- Academic articles (available in the detailed syllabus)
NOT ATTENDING STUDENTS
- Lecture notes and Slides
- Book: Social media marketing / Tracy L. Tuten & Michael R. Solomon
- Academic articles (available in the detailed syllabus)
Last change 07/09/2022 15:27