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Social Media Marketing

Code MKT 352
Semester Spring
Type Lecture with Exercises and Case Studies
Hours/Week 2
ECTS Credits 4
Assessment Final Exam (70%), Case Study (30%)
Language English
Final Exam tba
Case Study Presentations
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 tba
Contact Prof. Dr. Ashwin Malshe
Lecturer Prof. Dr. Ashwin Malshe
Kickoff Date Monday, 9th April 2018, 10.15 am – 1.45 pm, Room L9, 1-2, 001
Dates Monday, 9th April 2018, 10.15 am – 1.45 pm, Room L9, 1-2, 001
Wednesday, 11th April 2018, 10.15 am – 1.45 pm, Room L9, 1-2, 001
Friday, 13th April 2018, 10.15 am – 1.45 pm, Room L9, 1-2, 001
Monday, 16th April 2018, 10.15 am – 1.45 pm, Room L9, 1-2, 001
Wednesday, 18th April 2018, 10.15 am – 1.45 pm, Room L9, 1-2, 001
Short Description In 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.
Syllabus here
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 Requirements All participants need to bring laptops to class.
Course Material Course readings are available on the student portal/ILIAS.

Click here to see the syllabus.