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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 provide students with the skills to understand the fundamentals of social media marketing, as well as the influence of social media on an organization's marketing strategy. It aims to introduce social media marketing tools and strategies and develop skills for creating social media marketing campaigns. Students should be able to identify social media strategies and audiences (consumers, digital social communities, and social publishing) and take advantage of evaluation metrics. On completion of the course, students should: - Be familiar with the theories that are relevant to defining social media engagement. - Explain the different factors that influence social media engagement. - Be able to discuss current social media trends - Be able to develop social media strategies - Be able to work in a co-operative and multidisciplinary way.
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
Teaching Methodologies and Assessment Criteria	The teaching methodology encompasses the presentation of concepts, theories, and tools for conducting and evaluating social media marketing campaigns. Students are required to create a social media marketing campaign for a topic or company of their choice, and this work must be done in groups. The campaign should be developed for at least two social media platforms. The assessment involves evaluating the following elements: - Quality of the SMM strategy - Quality of the campaign planning - Quality of the content - Results of the campaign - Feedback to support the campaigns of other groups (This course only employs continuous assessment; there is no written test).
Language	Portuguese. Tutorial support is available in English.