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Course 2022-2023 a.y.


Department of Marketing

Course taught in English

Go to class group/s: 31 - 32

CLMG (6 credits - I sem. - OP  |  12 credits 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) - 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  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08) - PPA (6 credits - I sem. - OP  |  SECS-P/08) - FIN (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:

Classes: 31 (I sem.) - 32 (I sem.)

Class-group lessons delivered  on campus

Mission & Content Summary

With over 4.6 billion users worldwide, 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 online display ads and search engine listings to segmenting, targeting, and engaging (potential) consumers. 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 display & search advertising and social media marketing at both tactical and strategical level, and c) explore the impact of social media on society and non-business outcomes. The course will be primarily lecture and discussion based, with cases and real-world situations used to anchor class discussions. Throughout the course, we will invoke academic papers that develop relevant theories and subject them to rigorous scientific tests


The course is divided into four streams that cover the following topics:

  1. Theory 
    Basic key concepts and key learnings based on academic papers 
  2. Experimentation & Evaluation 
    Experimental design, effectiveness and evaluation
  3. Beyond Business: Impact on Society Social
    media and a) political outcomes, b) emerging markets, c) norms 
  4. Real-World Applications 
    Case studies and guest lectures

Intended Learning Outcomes (ILO)
At the end of the course student will be able to...
  1. Understand and apply social marketing concepts and tactics
  2. Develop comprehensive cross-channel social marketing strategies
  3. Design and evaluate experimentation in social marketing
  4. Examine the impact and opportunities of social media beyond business outcomes


At the end of the course student will be able to...
  • Design multi-channel social marketing campaigns 
  • Basics of search campaign: research, evaluate, and select SEO keywords
  • Apply user participation strategy and content strategy
  • Qualitatively and quantitatively evaluate social marketing campaigns

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Exercises (exercises, database, software etc.)
  • Case studies /Incidents (traditional, online)
  • Individual assignments
  • Group assignments
  • Guest speakers: managers working in the social media marketing area. These talks 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 strategy.
  • Practice sessions to apply the knowledge acquired in class to specific marketing problems.
  • Final group project: design a cross-channel social media campaign for a company.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    
    • Team Project: Paper: 50%  
    • Final exam: open-ended + multiple choice questions: 50%  
    • 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.”



    Exam: open-ended + multiple choice questions 

    The exam is aimed at verifying the concepts students learned when studying the teaching material. 

    Teaching materials
    • Lecture notes and Slides
    • Case study: The Blonde Salad by Anat Keinan, Kristina Maslaukaite, Sandrine Crener, Vincent Dessain (HBR)
    • Book: Social media marketing / Tracy L. Tuten & Michael R. Solomon
    • Academic articles (available in the detailed syllabus)
    • Lecture notes and Slides
    • Book: Social media marketing / Tracy L. Tuten & Michael R. Solomon
    • Academic articles (available in the detailed syllabus)
    Last change 17/06/2022 16:07