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Lesson details

SOCIAL MEDIA, CONVERSATION, COMMUNITY MANAGEMENT AND VIRAL MARKETING
2022-2023	EnIESEG School of Management ( IÉSEG )
Class code :	2223-IÉSEG-MDM1S1-MKT-MDMCE04UE	MARKETING

Level	Year	Period	Language of instruction
MSc in Digital Marketing & CRM	1	S1	EnEnglish

Academic responsibility	V.PAUWELS DELASSUS
Lecturer(s)	P.Griffiths

IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS

Prerequisites

Be curious about lastest social media platforms and campaigns, and have a LinkedIn account.

Learning outcomes

At the end of the course, the student should be able to:
Assess the values of the organization in which they work (LO2.A)
- Understand the various forms of social media, online communities and viral marketing activations
- Master fundamentals and best practice of social media management and advertising with a POEM approach

. Organize change management processes (LO3.C)
- Integrate the transformational role of social media and influencers in marketing strategies and processes
- Define and manage social media campaigns, from the objectives' definition to the KPIs measurement set-up to the end-to-end optimization changes

. Make effectual organizational decisions (LO5.D)
- Adapt a social media strategy and lead the coordination with transversal teams according to different marketing goals: brand awareness, product launch, event promotion, social selling and business increase

. Communicate effectively in English (LO1.C)
- Elaborate a content marketing plan

Course description

The course encompasses interactive sessions with learning case studies and group works.
Session 1: Overview of social media platforms, online communities and viral marketing. How do they integrate within an overall marketing strategy?
Session 2: What are the fundamentals and best practice/POEM, according to different goals?
Session 3: How to devevelop and optimize social media paid and non-paid campaigns? (incl. traffic and ad campaigns management tools)
Session 4: DOs and DONTs - Group work final presentation and feedback