Foto: Matthias Friel
Die Veranstaltung findet online statt und beginnt in der 2. Vorlesungswoche.
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
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.
Written Exam; Development and Presentation of the Online Marketing Campaign.
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:
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