Poslední úprava: Mgr. Jakub Růžička (23.12.2013)
SOCIAL MEDIA: MARKETING COMMUNICATIONS STRATEGY
ISS FSV UK (winter semester 2013/2014)
JAKUB RŮŽIČKA jameslittlerose@gmail.com
* Guarantor: Mgr. Jiří Remr, Ph.D., MBA Lecturers: Jakub Růžička / Mgr. Jiří Remr, Ph.D., MBA
Credits: 7 / elective / lecture & tutorial
* Intended Learning Outcomes
Upon completion of the course, the students will be able to:
apply different theoretical and methodological approaches to social media & understand social media in its interdisciplinary nature (sociology / psychology / social psychology / media studies / political science / economy / marketing / advertising / information and communications technology)
integrate social media into organization’s marketing mix & choose proper communication channels
analyze and update organization’s social media communication strategy
create social media content & engage organization’s target audience
critically evaluate current social media marketing campaigns in order to learn from them
describe current social media trends & be able to follow up the course with further self-education
* Contents
The course gives a professional and academic introduction to social media & social media marketing communications strategy. Lectures are followed by tutorials in order to put knowledge into practice.
NOTE: The teaching is conducted in English.
* Lectures
NOTE: We will put more emphasis on gaining the knowledge in the first half of the semester while there will be more practice in the second half.
Lecture #1: Introduction to Social Media & the Role of Social Media in Contemporary Society
Lecture #2: Marketing Communications Strategy & Branding and the Role of Social Media within the Larger Field of Marketing Communications
Lecture #3: The Big Five: Facebook, Twitter, LinkedIN, Google+, YouTube, Blogging & Other Social Media
Lecture #4 (10.23.2013): Social Media Content & Copywriting & Communication Rules
Lecture #5 (10.30.2013): Social Media Analytics & Metrics and Google Tools
Lecture #6 (11.06.2013): The Interdisciplinary Nature of Social Media & Applying Different Theoretical and Methodological Approaches to Social Media
NOTE: Student presentations tutorial will be held after this lecture.
Lecture #7 (11.13.2013): Introduction to Web Technologies for Non-Tech Students / Web Programming / APIs
Lecture #8 (11.20.2013): Viral marketing & Successful Social Media Campaigns vs. Social Networking Security Threats
Lecture #9 (11.27.2013): Online Marketing Research / Data Mining & Data Analysis
Lecture #10 (12.04.203): Search Engine Optimization / Online Advertising / Social Media Management
Lecture #11 (12.11.2013): Social Media Management Mock Assignments
Lecture #12 (18.12.2013): Social Media Marketing Communications Strategy Summary & Team-work Course Project Final Adjustment NOTE: Team-work course project defense date will be determined at this lecture.
* Type of instruction & Workload
The course includes: Lectures / Tutorials / Student Presentations / Guest lectures
* 80m LECTURE & 80m TUTORIAL per week
Lectures: 16h
Tutorials: 16h
* Assignments (within the team-work course project): 38h Self-study (individual presentation included): 30h TOTAL: 100 hours
* Examination & Assignments
The grade is calculated on INDIVIDUAL PRESENATION (30%) and TEAM-WORK COURSE PROJECT (70%).
The course is graded A (>=85%) / B (>=70%) / C (>=60%) / D (>=50%) / E (<50%). A, B or C is needed to pass the course.
* Team-work course project
NOTE: There is NO need of previous experience with social media and/or marketing communications. Your team membership will be arranged at the first lecture according to your level of experience and your subject of study. We welcome students from as many different branches as
possible. We want you to make friends across various study programmes & let you learn from each other. =) The purpose of the project is to learn by doing and practice intra-organizational communication & teamwork. Your grade is NOT based on the level of success of your social media campaign but on critical evaluation of your own work (a defense of teams’ projects will take place).
To apply the theoretical knowledge learned within the course, we will develop and employ marketing communication strategy of an existing organization (the organization will be chosen at the first lecture). Students will be divided into teams, each one responsible for a given (real) organization/product. Therefore everyone will experience analytical as well as creative work. Our efforts will result in a given organization’s well-established communication strategy - based on analysis - and recommendations for its further development.
The team-work course project grade is based on defense of your team-developed executive summary. Its length is not fixed; a single page can be enough (plus a comprehensive appendix containing evaluations, diagrams, graphs, tables, visuals etc.). Your grade neither depends on the level of success of your communications strategy. The purpose of your executive summary is to summarize your analyses and metrics (we will cover most of them during the tutorials) and conclude:
1) main findings about your audience & your position within your larger social media communications strategy (who views your social media channel & how distinctive is your audience)
2) recommendations for current communications strategy maintenance (which content, when, how and why to share)
3) recommendations for further communications strategy development (advantages & disadvantages of current communications strategy and what to do next)
* Assessment
25% main findings about your audience (who views your social media channel & how distinctive is your audience)
25% recommendations for current communications strategy maintenance (which content, when, how and why to share)
25% recommendations for further communications strategy development (advantages & disadvantages of current communications strategy and what to do next)
25% individual contributions
* Individual Presentation
You are supposed to prepare a very short VIDEO presentation (3-6min) which is composed of:
1) brief explanation of a theory within one of these disciplines: sociology / psychology / social psychology / media studies / political science / economy / marketing / advertising / information and communications technology (you will choose yours at the very beginning of the course)
2) providing an example within social media communications which proves the theory
* Assessment
25% theoretical grounds (literature)
50% qualitative case study (observation)
25% conclusions & recommendations for a quantitative study (how could we verify your conclusions)
Your grade is based on conciseness of your presentation and conclusiveness of your example. Keep it simple and clear!
* Course literature
www.socialmediatoday.com
www.socialmediaexaminer.com
www.mashable.com/category/social-media
www.socialnomics.net
www.socialbakers.com
www.marketingprofs.com
www.marketingweek.co.uk
www.adweek.com
www.gallup.com
www.tomfishburne.com
KERPEN, Dave. 2011. LIKEABLE SOCIAL MEDIA: HOW TO DELIGHT YOUR CUSTOMERS, CREATE AN IRRESISTIBLE BRAND, AND BE GENERALLY AMAZING ON FACEBOOK (AND OTHER SOCIAL NETWORKS). New York: McGraw-Hill. ISBN 00-717-6950-1; 9780071769501.
HUGHES, Graham and Chris FILL. 2008. MARKETING COMMUNICATIONS. Amsterdam: Elsevier. ISBN 0750689676; 9780750689670.
HANDLEY, Ann. 2012. CONTENT RULES: HOW TO CREATE KILLER BLOGS, PODCASTS, VIDEOS, EBOOKS, WEBINARS (AND MORE) THAT ENGAGE CUSTOMERS AND IGNITE YOUR BUSINESS. Hoboken, N.J: Wiley. ISBN 0470948728; 9780470948729.
STERNE, Jim. 2012. SOCIAL MEDIA METRICS: HOW TO MEASURE AND OPTIMIZE YOUR MARKETING INVESTMENT. Hoboken, New Jersey, USA: Wiley, 2010, 240 p. ISBN 0470583789; 978-0470583784.
KOTLER, Philip and Kevin Lane KELLER. 2012. MARKETING MANAGEMENT. 14th ed. Upper Saddle River, N.J.: Prentice Hall. ISBN 0132102927; 978-0132102926.
HEALEY, Matthew. 2010. WHAT IS BRANDING?. Mies: RotoVision. ISBN 2888931354; 978-2888931355.
WESTWOOD, John. 2011. HOW TO WRITE A MARKETING PLAN. 3rd ed. Philadelphia: Kogan Page. ISBN 07-494-6151-9; 978-0749461713.
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