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Social Media Marketing

Module name (EN):
Name of module in study programme. It should be precise and clear.
Social Media Marketing
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Accounting and Finance, Master, ASPO 01.10.2017
Module code: MARPF-563
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0523
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
6
Semester: according to optional course list
Mandatory course: no
Language of instruction:
German
Assessment:
Written exam (90 min.)

[updated 27.01.2023]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

MARPF-563 (P420-0523) Accounting and Finance, Master, ASPO 01.10.2017 , optional course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer:
Philipp Klees


[updated 28.03.2022]
Learning outcomes:
After successfully completing this module, students will...
•        understand the special role of social media in the general media context, but also as a unique Internet marketing tool.
•        be able to independently develop a strategy including a marketing plan for a company´s social media presence.
•        know which instruments are necessary to implement the set goals on social media.
•        know the basic rules of the game within which companies can operate on social media.
•        be able to analyze the social media presence of a company holistically.
•        be able to independently evaluate the success of implemented social media strategies and measures based on  relevant key performance indicators and derive conclusions for the future orientation of a company towards social media.


[updated 27.01.2023]
Module content:
•        Basics of social media
•        Social media platforms
•        Basics of social media marketing
•        Goals & success factors of social media marketing
•        Social media content marketing
•        Organic social media marketing & virality in social media
•        Social performance marketing
•        Community management
•        Influencer & content creator marketing
•        Social commerce
•        Social media marketing strategies        
•        Measuring the success of social media marketing measures
•        Embedding social media in the organisation
•        Social media rules of the game: Opportunities & risks of social media


[updated 27.01.2023]
Teaching methods/Media:
Lectures, case studies & analyses, group project, guest lectures

[updated 27.01.2023]
Recommended or required reading:
(Will be extended over the course of the semester)
•        Kreuzer, Ralf T. (2021): Social Media Marketing kompakt (2. Aufl.). Springer Gabler,
•        Levin, Aron (2020): Influencer Marketing for Brands. Apress
•        Li, F., Larimo, J. & Leonidou, L.C. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. J. of the Acad. Mark. Sci. 49, 51–70 (2021). https://doi.org/10.1007/s11747-020-00733-3
•        Schauer-Bieche, Florian (2019): Der Content-Coach. Springer Gabler.

[updated 27.01.2023]
 
[Fri Dec 27 18:26:59 CET 2024, CKEY=rsmm, BKEY=rpfm2, CID=MARPF-563, LANGUAGE=en, DATE=27.12.2024]