Curricular Unit:Code:
Online Advertising and Social Networking1004PORS
Year:Level:Course:Credits:
1PostgraduateMarketing, Advertising and Design for SME6 ects
Learning Period:Language of Instruction:Total Hours:
Portuguese/English78
Learning Outcomes of the Curricular Unit:
We live in an environment where companies and brands do not consider digital as a novelty.
Nevertheless, there are still recurring cases of large and small companies acting in a wrong way in the digital field. The social web is not the future, but the present with one foot in the past. The speed of things has changed. The news comes and goes faster.
The theme of the presence of online companies, the monitoring of user generated content and the rapid response that can have beneficial effects on customer loyalty is essential.
And it is precisely when, how and why present or not, and on what platforms we are going to discuss throughout the module.
Syllabus:
SOCIAL NETWORKS:
ELABORATION OF DIGITAL MARKETING STRATEGIES
Goals.
Target.
Brand personality.
Brand Content.
SOCIAL MEDIA PLATFORMS: Facebook, Instagram, Twitter, Linkedin,
OTHER NETWORKS
Key Features.
Native Content.
Do's and Don'ts.
SOCIAL MEDIA BRAND GUIDELINES:
Templates and visual assets.
Voice and tone of communication.
SOCIAL ADVERTISING: FACEBOOK, TWITTER, LINKEDIN, INSTAGRAM
Advertising on various platforms: formats and techniques.
CONTENT MARKETING
Content and Editorial Strategy:
Real Time content: Do's and Dont's.
Tools for content production and management.
Contests and promotions
Best practices: Mechanics type of platform.
PERFORMANCE ANALYSIS AND EVALUATION
Analysis of KPIs/effectiveness of the communication plan.
Conversion funnels.
Implementation of improvements.
Performance Reports.
CRISIS MANAGEMENT
Definition of a manual.
Definition of answers.
Monitoring of comments.
Reports.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The theme of the presence of online companies, the monitoring of user generated content and the rapid response that can have beneficial effects on customer loyalty is essential.
And it is precisely when, how and why present or not, and on what platforms we are going to discuss throughout the module.
Teaching Methodologies (Including Evaluation):
The final evaluation will result from the weighting in between active participation in the sessions and practical work, individual and group.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Baring in mind that this is a postgraduate course, the teaching methodologies will be mainly practical, giving trainees not only a general understanding of the subject, but also the basic tools for operationalization in their professional activity.
Reading:
Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships (Que Biz-Tech) Hardcover – October 19, 2013;
Smart Business, Social Business: A Playbook for Social Media in Your Organization (Que Biz-Tech) Hardcover – July 24, 2011;
Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements Hardcover – August 31, 2010;
https://www.socialmediatoday.com/
https://www.socialmediaexaminer.com/