Upon successful completion of the course, students

• name and describe the currently most significant social media platforms in the B2C & B2B sectors.
• name and describe the most important functional forms of social media for companies.
• apply advertising opportunities on social media and use ad managers on social media.
• are aware of the importance of user generated content when using social media.
• describe the importance and possibilities of influencer marketing when using social media.
• design and implement social media campaigns.
• search for, select and integrate user-generated content on their own channels.
• motivate users to publish or submit user generated content.
• select influencers based on criteria relevant to the business.
• measure the success of organic and promoted content and campaigns on social media.

none

• Social media platforms
• Current trends in social media
• Strategic social media marketing
• Advertising in social media
• User generated content
• Influencer marketing

Barker, M./Barker, D. I./Bormann, N. F./Neher, K. E. (2012): Social media marketing: A strategic approach. Boston: CENGAGE learning.

McKee, R./Gerace, T. (2018): Storynomics: Story-driven marketing in the post-advertising world. Paris: Hachette UK.

Schaffer, N. (2020): The age of influence: The power of influencers to elevate your brand. Nashville: HarperCollins Leadership.

Moens, M. F./Li, J./Chua, T. S. (Eds.) (2014): Mining user generated content. Boca Raton: CRC press.

Lecture, discussion, self-study and group work, case studies

Integrated module examination

Final assessment type: final written examination, group or individual presentation