Social Media Marketing
Objectives
The Internet is currently the most important advertising medium in terms of global investment. In 2017 it broke TV's long dominance at the top and, in 2020, it became bigger than all other media combined. Social media, in particular, represents one of the key components of online advertising, second only to search in absolute value. This course aims to provide students with a broad understanding of social media marketing, addressing practical topics such as: how to build a social media presence; how to attract and engage an audience; and how to leverage and monetise an audience through advertising.
General characterization
Code
2643
Credits
3.5
Responsible teacher
António Marinho Torres
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
n/a
Bibliography
Teaching content adapted from material from Facebook Blueprint Educators Portal
Actual business accounts in social media platforms for group project
Discussion of real cases and examples, including live participation of an expert practitioner
Teaching method
This course is delivered through a three-pronged approach: (1) concepts and frameworks adapted from training material developed by Meta, enhanced by proven marketing models, enable a structured yet pragmatic understanding of the topic; (2) discussion of real examples, including live practitioner experience-sharing, enables a concrete view of the topic; and (3) group project, in which students create, launch, and manage a real social media business account, enables a truly hands-on approach to the topic.
Evaluation method
A. Individual Assignments Final exam 40% Class participation 10%
B. Group Assignments Final Plan 30% Community Performance 10% Weekly Progress 10%
Subject matter
Build a social presence
Attract and engage an audience
Leverage an audience
Increase advertising effectiveness
Prepare expansion
Group Report
Conclusion
Programs
Programs where the course is taught: