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Social Media II

Niveau

second cycle, Master

Learning outcomes of the courses/module

• Building on the developed social media strategies, students practice and deepen various implementations in the areas of content production, community management, and campaign planning. The goal is to establish solid, comprehensive know-how that enables them not only to design strategies but also to implement concrete measures.

Prerequisites for the course

WBW

Course content

Building on the course “Social Media I”, this course is focused on consolidating the applicability of social media instruments and channels. Fundamental theoretical approaches and methods for acquiring network data and various analysis procedures are conveyed. Data from the first course is reviewed and evaluated via software tools. Based on these activities, fundamental analysis options in social networks and possible conclusions are discussed. The following questions are at the core of the matter: How can interactions in social networks such as LinkedIn, Facebook and Instagram be evaluated, visualized and used and which conclusions can be drawn from it. Building on analyses, central elements for the development of (social media) strategies for applications in companies and on consumer markets are introduced.

Recommended specialist literature

- Ceyp, M. H., & Scupin, J.-P. (2013). Erfolgreiches Social Media Marketing: Konzepte, Maßnahmen und Praxisbeispiele. Springer Gabler.

Assessment methods and criteria

Exam

Language

English

Number of ECTS credits awarded

6

Semester hours per week

Planned teaching and learning method

Seminar, group work, presentation and task discussion

Semester/trimester in which the course/module is offered

3

Type of course/module

Type of course