Insegnamento a.a. 2017-2018

20543 - SOCIAL MEDIA MARKETING

CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO

Department of Marketing

Course taught in English

Go to class group/s: 31 - 32

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) - 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) - GIO (6 credits - II sem. - OP | SECS-P/08)

Course Director:
GAIA RUBERA

Classes: 31 (II sem.) - 32 (II sem.)

Instructors:
Class 31: GAIA RUBERA, Class 32: GAIA RUBERA

Course Objectives

This course takes an in-depth look at social networks, in particular Twitter, 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 Twitter data through the use of an Application Program Interface (API) and how to conduct traditional marketing research with this data. 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 social networks to improve marketing activities

Course Content Summary

Introduction to Python syntax.
Twitter APIs with Python.
Managing customers on social networks.
Brand strategies on social media.
Communication campaigns using social networks.
Best marketing practices on social media.

Detailed Description of Assessment Methods

For attending students

Team Project: Paper: 45%.
Team Project: PowerPoint Presentation: 5%.
Short-case presentation: 5%.
Final exam: open-ended + multiple choice questions: 45%.
Extra-credit opportunity: Twitter participation: 1 point.

Assignments graded on a 30-point scale.

For non attending students

Exam: open-ended + multiple choice questions (You can consult the Tweepy documentation during the exam).

Textbooks

For attending students

Slides and articles uploaded on Blackboard by the instructor.
Twitter API documentation available at: https://media.readthedocs.org/pdf/tweepy/v3.2.0/tweepy.pdf.

For non attending students

T. Tuten, M. Solomon, Social Media Marketing, Pearson New international Ed., 2nd edition.
M.L. Hetland, Beginning Python, Apress, 2nd edition.
Twitter API documentation available at: https://media.readthedocs.org/pdf/tweepy/v3.2.0/tweepy.pdf.

Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

Principles of Marketing.

Last change 31/05/2017 14:40