Social Media Management

Paper Code: 
MRM 325
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

                                              Course Objective

• To lay the foundation for Social Media Marketing for identifying best fit social media channels for targeting audience.

                                         Course Outcomes (COs):

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

 
 

The student will be able to-

  1. Understand traditional, digital, and social media marketing
  2. Understand the major social media platforms, their functioning and role in marketing
  3. Define target audience
  4. Establish an online presence, create posts, build,
  5. Able to follow and manage social media accounts

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

 

12.00
Unit I: 
Social Media Marketing:

Social Media Marketing: Introduction and Significance
Facebook Marketing: Facebook for Business, Ad Campaign, Adverts- Placement, Bidding, Budget, Scheduling, Objective, Optimization, Delivery, Audience Insights, Page Insights, Facebook groups, Hashtags, Brand Post Popularity, Consumer Visit Schedules and Click Through rates

12.00
Unit II: 
YouTube Marketing:

YouTube Marketing: YouTube Channels, Ads, Types of Videos, Buying Models, Targeting and Optimisation
LinkedIn Marketing: Linkedin Strategy, LinkedIn Groups, Leverage Paid Ads, Sponsored Updates, Sales Lead Generation, Content Strategy, LinkedIn Analytics, Targeting, Ad Campaign

12.00
Unit III: 
Mobile Marketing:

Mobile Marketing: Mobile Usage, Mobile Advertising Models, Paid and Owned Mobile Marketing, Proximity Marketing, QR Codes, Augmented Reality, Gamification, Campaign development process, Mobile Campaign Tracking.

12.00
Unit IV: 
Instagram and Snapchat Marketing:

Instagram and Snapchat Marketing: Objectives, Content Strategy, Style Guidelines, Hashtags, Videos, Sponsored Ads, Apps, Generation of Leads, Influencer Marketing, Blogger Relations
Twitter Marketing: Content Strategy, Twitter Usage, Twitter Ads, Twitter Analytics, Tools for management and monitoring

12.00
Unit V: 
Email Marketing:

Email Marketing: Introduction, Importance of Email Marketing, Popular Email Marketing Software, Introduction to Mail Chimp, Account setup and settings, Email marketing strategy, creating a Subscriber List, Import subscribers in list. Types of Email marketing campaigns, Creating an Email Campaign. Newsletter, Design Newsletter, Reports

Essential Readings: 

• Tuten, Solomon, Social Media Marketing, Sage Publishing
• Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson
• Gay, Charlesworth, Esen, Online Marketing, Oxford
• Seema Gupta, Digital Marketing, Mc Graw Hill Eductaion

Academic Year: 
2020-2021
  • Printer-friendly version
  • PDF version