20543 - SOCIAL MEDIA MARKETING
Department of Marketing
Course taught in English
ACME (6 credits - I sem. - OP | SECS-P/08) - AFM (6 credits - I sem. - OP | SECS-P/08) - AI (6 credits - I sem. - OP | SECS-P/08) - CLMG (6 credits - I sem. - OP | SECS-P/08) - EMIT (6 credits - I sem. - OP | SECS-P/08) - ESS (6 credits - I sem. - OP | ECON-07/A | SECS-P/08) - FIN (6 credits - I sem. - OP | SECS-P/08) - GIO (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) - PPA (6 credits - I sem. - OP | SECS-P/08)
Course Director:
IRIS STEENKAMP
IRIS STEENKAMP
Mission & Content Summary
MISSION
With over 5.24 billion social media users worldwide and a projected 6 billion by 2027, social media has become one of the most powerful marketing channels and core to marketing strategies. Although social media marketing may seem simple on the surface, it involves multiple facets that impact the performance and outcome of strategies. Social offers powerful tactics to reach consumers along the funnel: from segmenting, targeting and engaging (potential) consumers, to content marketing, influencer collaborations, social advertising and social commerce.
In this course, we will a) examine how social media has revolutionized the interactions between firms and consumers, b) conduct an in-depth study of social media marketing at both tactical and strategic level, including emerging practices such as AI-enabled analytics and the creator economy, and c) explore the impact of social media on society, politics and (mental) health outcomes.
The course will be primarily lecture and discussion based, with cases, guest lectures and real-world situations used to anchor class discussions. Throughout the course, we will invoke academic papers and case studies that develop relevant theories and subject them to rigorous scientific tests.
CONTENT SUMMARY
The course is divided into four streams that cover the following topics:
1. Theory & Key Constructs
Foundational concepts and key learnings drawn from academic research.
2. Strategy & Practice across the Funnel
Social media strategy, content marketing, influencer marketing, social advertising and social commerce.
3. Measurement, Experimentation & Evaluation
Essential social media analytics tools: Social monitoring and listening, A/B testing and field experiments, attribution, KPIs, and analysis of social data.
3. Beyond Business: Impact on Society
Social media and a) political outcomes and misinformation, b) (mental) health.
4. Real-World Applications
Social Media Simulation, case studies and guest lectures
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
1. Understand and apply social marketing concepts and tactics
2. Understand the consumer psychology underlying engagement with social media
3. Design and evaluate effectiveness of social marketing strategy/campaigns
4. Develop strategic social media marketing plans aligned with business objectives
5. Examine the impact and opportunities of social media beyond business outcomes
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Analysing real-world social media campaigns and case studies through the lens of theory
- Designing social media marketing campaigns suited to specific objectives, audiences and platforms
- Applying content, influencer and user-participation strategies
- Evaluating social media marketing campaigns, including via A/B testing, experimentation and content analysis
- Making strategic social media management decisions under uncertainty (via simulation)
- Assessing the broader societal effects of social media on consumers and communities
Teaching methods
- Lectures
- Guest speaker's talks (in class or in distance)
- Practical Exercises
- Individual works / Assignments
- Collaborative Works / Assignments
DETAILS
· Guest speakers:
Lectures by various experts in social media allow students to understand how social media marketing is applied in real-world and what challenges one faces in designing and evaluating campaigns and in engaging and converting consumers.
· Case studies:
MBA-style discussion classes in which we cover case studies related to social media marketing.
· Interactive lectures:
Covering social media (marketing) theory and concepts. Students will be asked to present.
· Final group project:
Design a cross-channel social media strategy for a company.
· Simulation exercise
Weekly simulation exercise allowing to develop practical social media marketing skills.
Assessment methods
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ATTENDING STUDENTS
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Group Project: 40%
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Final exam: 40%
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Simulation: 20%
The team project assesses students’ ability to apply the methods learned during the course and design an effective and substantial social marketing strategy for a company.
The written exam includes questions referring concepts, models and tools presented and discussed in class.
Attendance will be registered at the beginning of all the sessions. In order to get the attending student status, students should be present in at least 75% of the lessons. Online attendance is not considered, unless officially exempted by Bocconi University.
NOT ATTENDING STUDENTS
Exam: open-ended + multiple choice questions
The exam is aimed at verifying the concepts students learned when studying the teaching material.
Teaching materials
ATTENDING STUDENTS
- Lecture notes
- Slides, reading and article uploaded
NOT ATTENDING STUDENTS
- Lecture notes
- Slides, reading and article uploaded
- Book: Social media marketing / Tracy L. Tuten & Michael R. Solomon
Last change 25/05/2026 15:41