SOCIAL MEDIA MANAGEMENT

Paper Code: 
MRM421
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The course will enable students to gain exposure to effective social media marketing

Course Outcomes: 

Course

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MRM421

Social Media Management

(Practical)

 

 

CO604: Explore traditional, digital, and social media marketing

CO605: Appraise the major social media platforms, their functioning and role in marketing

CO606: Identify target audience

CO607: Establish an online presence, create posts, build,

CO608: Manage social media accounts

CO609: Contribute effectively in course-specific interaction

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
Unit I: 
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

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

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

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: 

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

References: 

Suggested Readings:
Gay, Charlesworth, Esen, Online Marketing, Oxford
Seema Gupta, Digital Marketing, Mc Graw Hill Eductaion

E- Resources:
http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action
http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action

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

Academic Year: 
2024-2025
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