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Social Media Marketing

Social Media Marketing

Code	14445
Year	1
Semester	S2
ECTS Credits	6
Workload	TP(30H)
Scientific area	Marketing
Entry requirements	none
Mode of delivery	Attendance
Learning outcomes	This course aims to equip students with skills to understand the fundamentals of social media marketing, as well as the influence of social media on the organization's marketing strategy. It aims to introduce the tools and strategies of Social Media Marketing and develop skills for the creation of social media marketing campaigns. Students should be able to identify Social Media strategies and audiences (consumers and digital social communities and social publishing) and take advantage of social media marketing evaluation metrics.
Syllabus	1) Fundamentals of Social Media Marketing. 2) The influence of social networks on the marketing strategy of the organization. 3) Strategic planning of social networks: Social Media Marketing Plan. 4) Media management: Social media marketing tools. 5) Monitoring and evaluation metrics of social marketing.
Main Bibliography	Barker, M., Barker, D. I., Bormann, N. F., Neher, K. E. (2012). Social Media Marketing: A Strategic Approach 1st Edition. South-Western College. Coombs, W. T. (2016). Strategic communication, social media and democracy: the challenge of the digital naturals. Routledge, London. Fuchs, Christian (2014). Social media a critical introduction. Sage. Macarthy, A. (2013). 500 Social Media Marketing Tips. CreateSpace Independent Publishing Platform. Tuten, T. L., Solomon, M. R. (2014). Social Media Marketing, 2nd Ed., SAGE Publications Ltd. VanRysdam, P. (2010). Marketing in a Web 2.0 world: using social media, webinars, blogs, and more to boost your small business on a budget. Ocala: Atlantic Pub. Group. Williams, J. (2016). Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube Paperback. CreateSpace Independent Publishing Platform
Language	Portuguese. Tutorial support is available in English.