BUSINESS AND SOCIAL MEDIA STRATEGIES

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Single discipline educational activity

Course Sheet

Course code:

BUSO20

Academic Year of enrolment:

2020

Year of supply:

2021/2022

Type of Course:

Characterising

Degree:

Course of 2nd Cycle Degree in DIGITAL MARKETING

Disciplinary Sector:

Business Administration

Language:

Italian

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

D'ANDREAMATTEO Antonio

Cycle:

First four months

Hours of classroom activity:

Individual study hours:

171

Prerequisites:

Basic knowledge on Digital Marketing and Business Administration

Objectives

Educational objectives
The students will master the concepts, step and tools to organise thoughts about a business strategy and a social media strategies.
Knowledge and understanding
After completing the course, the students will be expected to know the definition and implementation of a business strategy , besides its alignment with a strong social media strategy.
Capacity to apply knowledge and understanding
After completing the course, the students will be able to explore and write a social media strategy plan coherent with the overall business strategy.

Contents

In the new digital economy, The Digital Marketing Manager is a pivotal figure to align the business strategy and the social media strategy. He uses knowledge and abilities about exploring, defining, implement and evaluating business strategies.
The course will explore:
The concepts of strategy and its implementation;
The alignment between the business strategy and the social media strategy
National and international case histories

Extended Syllabus

Exploring Business Strategies
Exploring Social media Strategies
Strategies, social media stretegies and organizing
Social media strategies and content analysies
Connectivity and social media strategies

Recommended Bibliography

Texts for exam
Johnson G., Whittington R., Scholes K., Duncan A., Regnér P., Paci A., Fondamenti di strategia. Il framework di Exploring Strategy (chapters 1, 2, 3, 4, 6, 7)
- Tuten TL, Solomon MR, Social Media Marketing, Pearson, ultima edizione (Section 2, Section 3, Section5 - only selected case studies)

The selected case studies and any other material will be communicated and provided during lessons and uploaded on the teacher website (http://elearning.unich.it/.)

Further detailed texts
Cosenza, V. (2014). Social media ROI: seconda edizione aggiornata (No. 28). Apogeo Editore.
Piskorski, M. J. (2014). A social strategy: How we profit from social media. Princeton University Press.
Thomas M. (2018), Social Media Strategy. Financial Times Publishing

Methods of Provision

Conventional

Teaching Methods

The course will be organized in modules of lectures, examination and discussion of business cases and autonomous/guided resolution by students of real social media strategy cases, as well as seminar sessions with the intervention of privileged testimonials. The model “L’Ascolto” will be used to improve the course. The model is an experimental system to enhance university teaching continuously.

Evaluation methods

Verification of learning:

Written and Oral - results into grade out of thirties. Students (individually or in small group – maximum 4 members) will prepare and discuss (personally) a project work about a social media strategy to test capacity to apply knowledge and understanding and will answer other oral questions to test the knowledge and understanding. 60% of the final grade will be based upon the evaluation and individual discussion of the case study and 40% of the final grade will be based upon the mastery of the technical language as well as the ability to recognize and discuss criticalities in exploring strategies and social media strategies.

Contacts/More Information

ERASMUS students should contact the teacher for the syllabus

Other courses

Course year: 1

DIGITAL BUSINESS ORGANIZATION
9 Credits - Characterising
DIGITAL MARKETING PRINCIPLES
9 Credits - Characterising
ECONOMICS OF STRATEGIC COMPETITION
6 Credits - Characterising
MANAGEMENT OF INNOVATION
6 Credits - Characterising
MARKETING STATISTICS AND METRICS
9 Credits - Characterising
DATA MINING
9 Credits - Related/Supplementary
DATA SCIENCE AND TECHNOLOGY INTELLIGENCE
6 Credits - Elective Course
DIGITAL MARKETING AND USER EXPERIENCE
6 Credits - Elective Course
INTERNATIONALIZATION STRATEGIES AND DIGITAL INNOVATION
6 Credits - Elective Course
SOCIAL MEDIA ANALYTICS
6 Credits - Elective Course

Course year: 2

BUSINESS AND SOCIAL MEDIA STRATEGIES
9 Credits - Characterising
DIGITAL LAW
6 Credits - Characterising
ECONOMICS OF DIGITAL GOODS AND ON-LINE MARKETS
6 Credits - Characterising
PERFORMANCE MANAGEMENT
9 Credits - Characterising
ADVANCED ENGLISH
6 Credits - Related/Supplementary
DATA SCIENCE AND TECHNOLOGY INTELLIGENCE
6 Credits - Elective Course
DIGITAL MARKETING AND USER EXPERIENCE
6 Credits - Elective Course
INTERNATIONALIZATION STRATEGIES AND DIGITAL INNOVATION
6 Credits - Elective Course
FINAL EXAM
18 Credits - Language/Final Examination
INTERNSHIP
6 Credits

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BUSINESS AND SOCIAL MEDIA STRATEGIES