Info
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Course 2017-2018 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 - 32

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

Classes: 31 (II sem.) - 32 (II sem.)
Instructors:
Class 31: GAIA RUBERA, Class 32: GAIA RUBERA


Course Objectives
This course takes an in-depth look at social networks, in particular Twitter, 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 Twitter data through the use of an Application Program Interface (API) and how to conduct traditional marketing research with this data. 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 social networks to improve 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
For 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.

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

Textbooks
For attending students
For non attending students

Prerequisites
Principles of Marketing.
Last change 31/05/2017 14:40