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Foto: Matthias Friel

Online and Social Media Marketing - Einzelansicht

Veranstaltungsart Vorlesung/Übung Veranstaltungsnummer 1101
SWS 4 Semester SoSe 2020
Einrichtung Wirtschaftswissenschaften   Sprache englisch
Belegungsfrist 20.04.2020 - 10.05.2020

Belegung über PULS
Gruppe 1:
     jetzt belegen / abmelden
    Tag Zeit Rhythmus Dauer Raum Lehrperson fällt aus am Max. Teilnehmer/-innen
Einzeltermine anzeigen
Vorlesung/Übung Di 12:00 bis 16:00 wöchentlich 28.04.2020 bis 21.07.2020  3.06.S27 Prof. Dr. Krasnova  
Kurzkommentar

Die Veranstaltung findet online statt und beginnt in der 2. Vorlesungswoche. 

Literatur

Tuten, T.L., Solomon, M.R. Social Media Marketing. Sage, 2014.

Beverly, M. Thompson, T. The power of real-time social media marketing: How to attract and retain customers and grow the bottom line in the globally connected world. McGraw Hill Professional, 2011.

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

Voraussetzungen

Interest in Online and Social Media marketing. This class is limited to 30 students, and takes place in English. Project presentations can be held in English or in German.

Leistungsnachweis

Written Exam; Development and Presentation of the Online Marketing Campaign.

Lerninhalte

Course Content

Over the last decade, Social Media platforms have evolved from being purely hedonic platforms for private use into potent organizational tools used both internally within an organization as well as externally for communication and collaboration with various stakeholders. Internally, embedding Social Media tools within organizations has been linked to enhanced participation and communication, empowering employees with a voice in organizational matters. Externally, Social Media platforms have triggered unprecedented changes in customer relationship management, turning customers into co-creators of company value. Indeed, with 2.32 billion users on Facebook alone, popular Social Media platforms present companies with unique opportunities to connect with their customers, hear their voice, and engage with them on a more personal level. Considering this potential for value, businesses increasingly views social media as a key strategic enabler. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of Social Media management. Hence, the following topics are central for this course: 

  • Web-Site Usability
  • Social Media Marketing
  • Social Media Governance
  • Content Marketing
  • Video Marketing
  • Psychology of Social Media Users
  • Copywriting
  • Social Media Analytics
  • Gamification
  • Legal Aspects of Online and Social Media Marketing, GDPR

Strukturbaum
Keine Einordnung ins Vorlesungsverzeichnis vorhanden. Veranstaltung ist aus dem Semester SoSe 2020 , Aktuelles Semester: WiSe 2020/21