Social Media Strategy - Single View

Please note that the course starts on the 22nd of October, at 10:15!

As Social Media platforms are gaining popularity among users, businesses are looking for opportunities to leverage their potential. However, the mechanics of Social Media use presents businesses with a number of challenges that need to ensure smooth integration of Social Media channels into the overall business strategy. Against this background, in the first haft of the course (lecture) the students with be familiarized with the fundamentals of social media strategy, including such topics as social media planning and organization, integration of social media into the sales funnel, social media content strategy, ROI of social media, basics of social media advertising, and best practices of social media use. In the second half of the course (seminar), the students will have to craft and implement a social media strategy for a particular product, company or idea, and finally present their concept. Interdisciplinary teamwork is particularly encouraged in this course. Presentations could be made in either English or German.

Tuten, T.L. and Solomon, M.R: Social media marketing. Sage, 2014.

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

Interest in Social Media. This class is limited to 26 students. The class will be held in English. Presentations can be held in German or in English.

Seminar presentation, short report, and written exam

As Social Media platforms are gaining popularity among users, businesses are looking for opportunities to leverage their potential. However, the mechanics of Social Media use presents businesses with a number of challenges that need to ensure smooth integration of Social Media channels into the overall business strategy. Against this background, in the first haft of the course (lecture) the students with be familiarized with the fundamentals of social media strategy, including such topics as social media planning and organization, integration of social media into the sales funnel, social media content strategy, ROI of social media, basics of social media advertising, and best practices of social media use. In the second half of the course (seminar), the students will have to craft and implement a social media strategy for a particular product, company or idea, and finally present their concept. Interdisciplinary teamwork is particularly encouraged in this course. Presentations could be made in either English or German.