Social Media Marketing (for incoming students only)

 General

CodeMKT 352
SemesterSpring
TypeLecture with Exercises and Case Studies
Hours/Week2
ECTS Credits4
AssessmentFinal Exam (70%), Case Study (30%)
LanguageEnglish
Final Exam6th June 2017
Case Study Presentations

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Registration

Please note that we have a restricted course capacity. In order to apply for this course, it is necessary to register through the Portal2.

Deadline for Registration: 19th February 2017.
ContactProf. Dr. Ashwin Malshe
Lecture
LecturerProf. Dr. Ashwin Malshe
Kickoff Date

Monday, 20th March 2017, 10.15 am – 1.45 pm, Room L9, 1-2, 001

Dates

Monday, 20th March 2017, 10.15 am – 1.45 pm, Room L9, 1-2, 001

Wednesday, 22nd March 2017, 10.15 am – 1.45 pm, Room L9, 1-2, 001

Friday, 24th March 2017, 10.15 am – 1.45 pm, Room L9, 1-2, 001

Monday, 27th March 2017, 5.15 pm – 8.45 pm, Room L9, 1-2, 001

Wednesday, 29th March 2017, 5.15 pm – 8.45 pm, Room L9, 1-2, 001

Additional Information
Short DescriptionIn a recent survey of the 100 largest Fortune Global 500 companies, public relations firm Burson-Marsteller (www.burson-marsteller.com) found that more than three-quarters (79%) of the top 100 companies are using at least one of the four social media platforms: Twitter, Facebook, YouTube, or corporate  blogs. The study reported that people are following companies for news and information about the company, products, and promotions, to offer feedback, and to engage customer service. In another study, eMarketer reports that the US social media advertising spending will hit $2.0 billion. Clearly, social media marketing has emerged as an important marketing strategy.
Learning Outcomes

In this course we will focus on the following:

  • Why social medium has become important for the future of business
  • How can social media marketing strategies be constructed and implemented
  • What changes in the corporate culture are required
  • The limitations of social media marketing
  • Measuring the effectiveness of social media strategies
This course requires you to modify the current marketing strategies such as segmentation, targeting, and positioning. We will learn how the traditional business model of mass production of communication is meaningless and irrelevant in social networks.
Syllabushere
Attendance Requirement Students must attend at least 8 sessions out of the total 10 sessions. If the attendance falls below 80%, the student will not be allowed to take the final exam and will also receive a penalty of 50% in the submitted case studies.
Further RequirementsAll participants need to bring laptops to class.
Course MaterialCourse readings are available on the student portal/ILIAS.

 

 

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