72892 - Laboratory of Social Media Marketing

Course Unit Page

Academic Year 2018/2019

Learning outcomes

The seminar is aimed at giving students the opportunity to learn how companies, institutions and political actors manage their marketing strategies on social media. At the end of the seminar, students: -know how the most populated social networking platforms are organized; - understand the potential for companies and public actors in using social networking platforms as tools for engaging and listening target audiences;- knows how to design, build up and implement a marketing strategy on social media.

Course contents

The seminar will explore the following topics:

  • Principles of Marketing
  • What is Social Media Marketing and its role in a Digital Marketing Plan
  • Social Media Facts and Statistics
  • Analysis of Top Social Media Platforms
  • Storytelling e Content Marketing
  • How to Measure Social Media Marketing Success: objectives, KPI, metrics
  • Social Advertising
  • Social media software tools
  • Working in Digital/Social Media Marketing: skills, jobs and tips for starting

Readings/Bibliography

  • Social Media Marketing - Strategie e tecniche per aziende B2B e B2C a cura di Di Fraia G., Hoepli 2015 (seconda edizione)
  • The Cluetrain Manifesto: http://www.cluetrain.com
  • Strategia Digitale, Laurita G. e Venturini R., Hoepli 2016 (seconda edizione)

Teaching methods

The seminar will be based mostly on taught classes and open discussions however students will also engage in practical exercises.

A private Facebook Group will be opened only for the class students to support and expand the didactics with news and inisghts about Social Media and Digital Marketing.


Assessment methods

Class attendance is mandatory: to pass the course students must attend at least 70% of the lessons.

Students will be evaluated based on their class attendance, contribution to discussions and on their engagement with practical work and exercises.

Final exercise. The student will work in small groups to elaborate a Social Media Marketing Plan. The goal is to simulate a real project work for a client, including briefing session, teamwork, roles division and specialization.


Teaching tools

Computer, projector, internet connection, smartphone.

Office hours

See the website of Daniele Ferrari