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Lecturer(s)
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Course content
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- Introduction - Basics of FB + IG Ads and promotions and traffic campaign - E-commerce and FB + IG Ads - B2B with regard to FB + IG Ads and other social networks (Linkedin) - Google Analytics and ad evaluation
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Exercises on PC, Dealing with situational issues - learning in situations
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
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| knowledge of the principle of operation of social media |
| knowledge of the principle of operation of social media |
| knowledge of the principles of copywriting on social media |
| knowledge of the principles of copywriting on social media |
| knowledge of the specifics of individual social media |
| knowledge of the specifics of individual social media |
| knowledge of the specifics of branding on social media |
| knowledge of the specifics of branding on social media |
| knowledge of the principles of storytelling and gamification |
| knowledge of the principles of storytelling and gamification |
| Skills |
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| create a social microsite |
| create a social microsite |
| measure the effectiveness of communication on social networks |
| measure the effectiveness of communication on social networks |
| work with online tools on social networks |
| work with online tools on social networks |
| create a promotion strategy on social networks |
| create a promotion strategy on social networks |
| create advertising messages for social networks |
| create advertising messages for social networks |
| teaching methods |
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| Knowledge |
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| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dealing with situational issues - learning in situations |
| Exercises on PC |
| Exercises on PC |
| Dealing with situational issues - learning in situations |
| Skills |
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| Exercises on PC |
| Exercises on PC |
| assessment methods |
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| Knowledge |
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| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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BELCH, George E. & Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 2015. ISBN 978-981-4575-11-9.
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GOLDEN, Matt. Social media marketing: unlock the secrets of YouTube, Facebook advertising, LinkedIn, Pinterest, Twitter and Instagram. 2019. ISBN 9781795683494.
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LAMMENETT, Erwin. Praxiswissen Online-Marketing. 2019. ISBN 978-3658251345.
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