- Docente: Francisco Javier Villarroel Ordenes
- Credits: 8
- SSD: ECON-07/A
- Language: English
- Teaching Mode: In-person learning (entirely or partially)
- Campus: Rimini
- Corso: First cycle degree programme (L) in Business Economics (cod. 8848)
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from Sep 15, 2026 to Dec 15, 2026
Learning outcomes
This course aims to educate students on the strategies and marketing techniques required to define, manage and verify social media activity on the web to achieve a proper communication strategy and online promotion. The course focuses on the performance and use of the main platforms of online communication, with practical examples and best practices. At the end of the course, students will be able to organise the content of social communication on websites and portals, manage brand reputation and social media accounts and track and share information about online traffic.
Course contents
Course Units:
- Introduction to Social Media (SM) Marketing
- Personal Brand
- SM Marketing Strategy
- SM Marketing with Facebook
- SM Marketing with Instagram
- SM Marketing with X
- SM Marketing with Linkedin
- SM Marketing with YouTube
- SM Marketing with TikTok
- SM Marketing Campaigns
- Influencer Marketing
- Social Media Analytics and ROI
- Measuring Brand Reputation from Social Media
Readings/Bibliography
Course Digital Book: Essentials of Social Media Marketing, by Michelle Charello. Publisher: Stukent.
A list of academic articles will be provided with the course syllabus
Teaching methods
Lectures
Group Work
Article Discussion
Quizzes
Assessment methods
Online Quizzes, Midterm and Final Exam, Group Work, and Active Participation
Grading:
• <18 not passed
• 18-23 sufficient
• 24-27 good
• 28-30 very good
• 30 cum laude outstanding
Teaching tools
Social Media Marketing Book
KNIME Analytics Platform
Office hours
See the website of Francisco Javier Villarroel Ordenes