SOCIAL MEDIA MANAGEMENT

Paper Code: 
GBDA 401
Credits: 
6
Periods/week: 
6
Max. Marks: 
100.00
Objective: 

The course will enable the students to

  1. Understand basic concepts of social media.
  2. Methods to handle social media.

  Course Outcomes (COs).

Course Outcome (at course level)

 

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will:

CO196. Apply Facebook marketing for an organisation

CO197. Apply YouTube Marketing and LinkedIn Marketing for add campaigns.

CO198. Identify suitable mobile marketing model for a campaign.

CO199. Designing content strategy using Instagram, Snapchat and Twitter Marketing

CO200. Implement email campaign and designing newsletter.

Approach in teaching: Interactive       Lectures, Discussion,     Tutorials, Reading    assignments, Demonstration, Learning activities for the      students:      Self learning     assignments, Effective       questions, Simulation,       Seminar presentation,       Giving tasks.

Class test, Semester end      examinations, Quiz,             Solving problems                 in tutorials, Assignments, Presentation, Individual and group projects .

 

18.00
Unit I: 
Social Media Marketing:
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.
 
 
18.00
Unit II: 
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.
 
 
18.00
Unit III: 
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.
 
 
18.00
Unit IV: 
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.
 
 
18.00
Unit V: 

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: 
  1. Tuten, Solomon, Social Media Marketing, Sage Publishing
  2. Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson

 

 

REFERENCES: 
  1. Gay, Charlesworth, Esen, Online Marketing, Oxford
  2. Seema Gupta, Digital Marketing, Mc Graw Hill Eductaion

 

E RESOURCES

 

JJOURNALS

  • Journal of Digital & Social Media Marketing, https://www.henrystewartpublications.com/jdsm

 

Academic Year: 
2023-24
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