Social Media I

second cycle Master

• Students are able to apply social media marketing as a strategic communication channel within marketing strategies in a holistic manner. They learn to design and implement social media strategies—across multiple channels and in close alignment with performance marketing.

Module WBW

The development history and characteristics of networks and social media for everyday usage in the private and professional sphere are depicted – from discussion forums and virtual organizational forms to crowdsourcing and user generated content. In addition to company networks and the visualization of added value, blogs, microblogs (Twitter) and social networks are further focal points. These are systematically introduced and examined based on their usability in companies and for communications between organizations and consumers. Aspects of mobile social marketing and social commerce are also developed in this context.

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

Project

English

6

lecture, group work, presentation and task discussion

2