90588 - SOCIAL MEDIA MARKETING

Learning outcomes

Social media is continuously transforming the way consumers interact with each other and firms. The course covers the implications of the evolution of communication on marketing strategy in the new digital environment.  

These new communication channels, however, are presenting significant challenges to marketers in selecting the best strategies to maximize returns. The primary purpose of the course is to analyze and select these plans using tools that can help managers to take decisions.

Many techniques are used to detect to and examine the link between social media strategies, consumer behavior, and firms’ performance. The course will provide the conceptual framework and improve the analytical and creative skills that are necessary to define and develop effective social media marketing strategies. By the end of the course, students will have acquired both analysis and analytical skills that could be applied to support critical management decisions

Course contents

• Introduction to social media marketing
• Metrics in social media marketing
• Assessing the social media marketing effectiveness: KPIs and strategies 
• Establish links to Social Media Performance Metrics
  

Readings/Bibliography

Due to the never-ending innovation of this field, research papers will be suggested during the course.

 

Teaching methods

Frontal lessons.

Case studies.

Assessment methods

The exam aims to ascertain two main aspects of learning:

1) knowledge of concepts, theories and techniques

2) the ability to apply this knowledge to a real context

To ascertain both aspects, the test is a written exam with open questions

There are NO differences between attending and non-attending students: in both cases there will be a written exam with open questions

The graduation of the mark out of thirty can be described as follows:

<18: insufficient

18-23: enough

24-27: good

28-30: excellent

30 cum laude: excellent

Teaching tools

References and slides.

The slides will be  available online

Slide Policy

The slides are available and can be downloaded.

However:

They do not replace the texts / articles

The student MUST integrate the slides with PERSONAL notes, interaction with the teacher, study material

Office hours

See the website of Riccardo Pirazzoli