SOCIAL MEDIA MARKETING

Paper Code: 
MBM423
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students with expertise in social media marketing, mastering content strategies, ad targeting, analytics, and influencer partnerships to drive brand visibility and engagement across diverse platforms.

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MBM423

Social

Media

Marketing

(Theory)

CO815: Assess social media marketing, while acquiring the skills to build successful strategies.

CO816: Examine Facebook

marketing, and youtube marketing basics.

CO817: Assess Twitter

marketing, optimizing content

strategy.

CO818: Examine mobile

marketing by usage trends,

innovative strategies

.

CO819: Appraise Instagram and Snapchat marketing by

developing strategic content.

 

 

CO820: 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: 
Fundamentals of Social Media Marketing

Fundamentals of Social Media Marketing: its significance, Necessity of Social media Marketing, Building a Successful strategy: Goal Setting, Implementation

12.00
Unit II: 
Facebook and Youtube Marketing

 Facebook Marketing: Facebook for Business, Facebook Insight, Different types of Ad formats, Setting up Facebook Advertising Account, Facebook audience & types, Designing Facebook Advertising campaigns, Facebook Avatar, Apps, Live, Hashtags. YouTube Marketing: YouTube Channels, Ads, Types of Videos, Buying Models, Targeting and Optimisation

12.00
Unit III: 
Twitter and LinkedIn Marketing

 Twitter Marketing: Content Strategy, Twitter Usage, Twitter Ads, Twitter Analytics, Tools for management and monitoring

LinkedIn Marketing: Linkedin Strategy, LinkedIn Groups, Leverage Paid Ads, Sponsored Updates, Sales Lead Generation, Content Strategy, LinkedIn Analytics, Targeting, Ad Campaign

12.00
Unit IV: 
Mobile and Email Marketing:

 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.

Email Marketing: Introduction, Importance of Email Marketing, Popular Email Marketing Software, Email marketing campaigns, Creating an Email Campaign. Newsletter, Design Newsletter, Reports

12.00
Unit V: 
Instagram and Snapchat Marketing:

 Instagram Marketing: Objectives, Content Strategy, Style Guidelines, Hashtags, Videos, Sponsored Ads, Apps, Generation of Leads, Influencer Marketing, Blogger Relations

Snapchat Marketing: Objectives, Content Strategy, built-in tools such as custom ad targeting, analytics, product catalogs, Videos, Sponsored Ads, Apps, Influencer Marketing, Blogger Relations .

*Case studies related to entire topics are to be taught

Essential Readings: 

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

References: 

Suggested Readings:

1.Gay, Charlesworth, Esen, Online Marketing, Oxford

2.Seema Gupta, Digital Marketing, Mc Graw Hill Eductaion

E- Resources:

1.http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action 2.http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action

Journals:

1.Social Media Management, http:// sagepub.com

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

Academic Year: 
2024-2025
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