OCIAL MEDIA MANAGEMENT

Paper Code: 
MRM 421
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
 

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
  6. Monitor the impact of social media marketing

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
 

 

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

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

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

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

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: 

Essential Readings:

  • Tuten, Solomon, Social Media Marketing, Sage Publishing
  • Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson
  • Digital Marketing ,Vandana Ahuja, Oxford University Press, 2015

 

Suggested Readings:

  • Gay, Charlesworth, Esen, Online Marketing, Oxford
  • Seema Gupta, Digital Marketing, Mc Graw Hill Eductaion

 

References: 

E- Resources:

 

Journals:

  • Social Media Management, http:// sagepub.com
  • International journal of Social Media Management, http:// sagepub.com

 

Academic Year: 
2023-2024
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