Social Media Management

Paper Code: 
24GBDA401
Credits: 
06
Periods/week: 
06
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: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24GBDA401

Social Media Management

(Practical)

 

 

CO235. Apply Facebook marketing for an organisation

CO236. Apply YouTube Marketing and LinkedIn Marketing for add campaigns.

CO237. Identify suitable mobile marketing model for a campaign.

CO238. Designing content strategy using Instagram, Snapchat and Twitter Marketing.

CO239. Implement email campaign and designing newsletter.

CO240.Contribute effectively in course-specific interaction.

Approach in teaching: Interactive Lectures, Discussion, Reading assignments, Demonstration

Learning activities for     the 

students:    Self learning assignments, Effective    questions, Simulation.

Class test, Semester  end examinations, Quiz, Assignments, Presentation, Individual and group  projects .

 

18.00
Unit I: 
Social Media Marketing and 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 and LinkedIn 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 , Snapchat and Twitter 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: 

SUGGESTED TEXT BOOKS

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

 

REFERENCES: 

SUGGESTED REFERENCE BOOKS

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

e RESOURCES

  1. Social Media Management, academic.edu:https://www.academia.edu/81941818/Social_Media_Management
  2. Social Media Management, slideshare: https://www.slideshare.net/salbrecht/social-media-management

JOURNALS

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

 

Academic Year: 
2024-25
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