Info
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Course 2016-2017 a.y.

20543 - SOCIAL MEDIA MARKETING


CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  12 credits SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
GAIA RUBERA

Classes: 31 (I sem.)
Instructors:
Class 31: GAIA RUBERA


Course Objectives
This course takes an in-depth look at social networks, in particular Twitter, Facebook, and Instagram, in order to prepare students for job positions in marketing and consulting, which are related to these new social media platforms.
Students learn how to collect real-time data through the use of an Application Program Interface (API). Further, the course explains how social networks have drastically changed the different marketing activities, ranging from brand building to customer relationship management. A series of best practices is presented to illustrate how companies can take advantage of the new features of each social network to improve its marketing activities.

Course Content Summary
  • Introduction to Python syntax.
  • Twitter APIs with Python.
  • Managing customers on social networks.
  • Brand strategies on social media.
  • Communication campaigns using social networks.
  • Best marketing practices on social media.

Detailed Description of Assessment Methods
Attending Students:
  • Team Project: Paper: 45%
  • Team Project: PowerPoint Presentation: 5%
  • Short-case presentation: 5%
  • Final exam: open-ended + multiple choice questions: 45%
  • Extra-credit opportunity: Twitter participation: 1 point
Assignments graded on a 30-point scale
Non-Attending Students:

  • Exam: open-ended + multiple choice questions (You can consult the Tweepy documentation during the exam)

Textbooks
Attending Students:
Not-attending Students:

Prerequisites
Principles of Marketing.
Last change 21/04/2016 15:21