Social Media: Strategy, Tactics and Analytics - JJB631

• Title: Social Media: Strategy, Tactics and Analytics
• Guaranteed by: Department of Marketing Communication and Public Relations (23-KMKPR)
• Faculty: Faculty of Social Sciences
• Actual: from 2017 to 2017
• Semester: winter
• E-Credits: 3
• Examination process: winter s.:
• Hours per week, examination: winter s.:1/1, Ex [HT]
• Capacity: 20 / 20 (20)
• Min. number of students: unlimited
• 4EU+: no
• Virtual mobility / capacity: no
• State of the course: taught
• Language: English
• Teaching methods: full-time
• Teaching methods: full-time
• Note: course can be enrolled in outside the study plan; enabled for web enrollment; priority enrollment if the course is part of the study plan
• Guarantor: Mgr. Ing. Petra Audy Martínek, Ph.D.
• Teacher(s): Mgr. Ing. Petra Audy Martínek, Ph.D.

Annotation

Last update: Mgr. Ing. Petra Audy Martínek, Ph.D. (31.08.2017)

Social media has significantly disrupted communication channels and reshaped marketing in the digital age. Given their popularity among public and an increasing share of consumers’ time spent online, social media is considered as one of the most important marketing instruments today. Marketers are challenged to effectively integrate them into the overall communication strategy while pursuing their marketing and business goals.
The aim of the course is to understand the big picture of designing an effective social media program in line with marketing objectives. Students will become familiar with marketing use of the key social media platforms, and have the ability to understand how social media tools contribute to business strategy.

Aim of the course

Last update: Mgr. Ing. Petra Audy Martínek, Ph.D. (31.08.2017)

In this course, students will develop essential knowledge of diverse social media strategies and their applicability in marketing communication. Through lecture, discussions, and case studies, students will learn theoretical frameworks to produce an effective social media strategy. 

Course completion requirements

Last update: Mgr. Ing. Petra Audy Martínek, Ph.D. (02.10.2017)

The examination is based on a) active participation in seminars and a b) elaboration of a case study and presentation at the final class. Student’s final grade will be based on the following weighting:

 

a) Active participation in seminars

The ultimate condition for active learning is participation at the classes. Students are expected to be present at a minimum of 5 classes. Active participation in seminars will be evaluated based on student’s contribution to discussions and elaboration of individual and group assignments. The objective of the assignments will be to make students prepared for the final case study elaboration.

-          Evaluation: 30 Points

Active participation in class: 6 Points / Class

 

 

b) Case study presentation and discussion

The task will be to analyze the theories discussed in class and develop a social media strategy for a specific brand. The case study will be elaborated in groups and co-presented by all of its members at the final class on 14th December, 2017.  

-          PowerPoint presentation

-          15min. presentation + 10 min. discussion

-          Detailed guidelines will be distributed during class

-          Evaluation: 70 Points

Part 1: Brand market analysis - 20 Points

Part 2: Social Media Strategy - 40 Points

Part 3: Discussion - 10 Points

 

Total number of points: 100

Grading:

A: 91-100

B: 81-90

C: 71-80

D: 61-70

E: 51-60

F: 50 and less

 

Literature

Last update: Mgr. Ing. Petra Audy Martínek, Ph.D. (17.11.2017)

Required reading:

Quesenberry, K. A. (2016). Social media strategy: marketing and advertising in the consumer revolution. Lanham: Rowman & Littlefield.

 

Recommended:

Adams, P. ( 2011). Grouped: How Small Groups of Friends Are the Key to Influence on the Social Web. New Riders Publishing.

Barden, P. (2013). Decoded : the science behind why we buy. Chichester, West Sussex : John Wiley & Sons Ltd.

Berger, J. (2013). Contagious: Why things catch on (1st Simon & Schuster hardcover ed.). New York: Simon & Schuster

Bernoff, J. and Li, Ch. (2011). Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. Harvard Business Review Press.

Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York: New York University Press.

Solis, B. (2011). Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. John Wiley & Sons, Inc.

Developing a Business Case (Pocket Mentor, 2011). Harvard Business Review Press.

The Beginner's Guide to Social Media. MOZ. Available online: https://moz.com/beginners-guide-to-social-media

Syllabus

Last update: Mgr. Ing. Petra Audy Martínek, Ph.D. (02.10.2017)

Course structure:

Class 1: 5th October, 2017
Social media: business context and marketing communication
Introduction of the course
a)         Social media marketing introduction
b)         Social media and marketing strategy

Class 2: 19th October, 2017
Customer decision journey and social media listening
a)         From conversion funnels to customer decision journeys
b)         Social media listening and crisis communication

Class 3: 2nd November, 2017
POST methodology and business case development
a)        The POST methodolgy for creating a social media strategy
b)        Developing a business case

Class 4: 16th November, 2017
Content strategies  (+ Guest speaker)
a)         Branding and content strategies
b)         Marketing ethics and social media communication

Class 5: 30th November, 2017
Analytics and case study preparation (+ Guest speaker) 
a)         Social media analytics
b)         POST outline and preparation for case studies

Class 6: 14th December, 2017
Case studies presentations and discussions

 

Registration requirements

Last update: Mgr. Ing. Petra Audy Martínek, Ph.D. (01.09.2017)

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