Social media and digital marketing campaigns (RDN034)
University of Belgrade
ECTS: 6.0
Contents of lectures
∙ The concept and types of social media
∙ Marketing communication on social media
∙ Customer journey on the internet
∙ Content marketing
∙ Planning, creating and managing content on social media
∙ Building and engaging the digital community
∙ Concept and types of digital influence
∙ Managing campaigns on social networks
∙ Marketing metrics on social media
∙ Crowdfunding
Contents of exercises
∙ Analysis of integrated campaigns on social media
∙ Planning of digital content publishing
∙ Creating blog posts
∙ Promotion of content on the Facebook and Instagram platforms
∙ Digital campaigns on Youtube and Twitter
∙ Interactive marketing campaigns
Prerequisite
none
Goal
Introduction the concept of social media, as well as digital marketing tools and platforms in order to plan marketing campaigns. Understanding the theoretical framework and practical application of effective marketing strategies and campaigns in a digital environment.
Literature
∙ Kostić-Stanković, M., Štavljanin, V. i Filipović, V. (2017). Marketing (izabrana poglavlja). Beograd: FON
∙ Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
∙ Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
∙ Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
∙ Materijali sa nastave (studije slučaja, prezentacije)
Type of examination
Methods of teaching practice
Lectures, exercises, analysis of case studies, individual and group discussions, critical analysis, creation and presentation of project work and consultations.