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Lecturer(s)
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Sosnová Lucie, magistr kand.ekon.věd, dipl.spec.
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Course content
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Introduction to Social Media Marketing Social Media Strategy Development Social Media Advertising on Major Platforms (Facebook, Instagram, TikTok, X, LinkedIn, etc.) Content Creation Social Media Analytics Creating an SMM plan Social Media Ethics and Legal Considerations Emerging Trends in Social Media Marketing Creating and managing brands in social media
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Learning activities and teaching methods
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Lecture with a video analysis, Lecture
- Presentation preparation (report in a foreign language) (10-15)
- 13 hours per semester
- Undergraduate study programme term essay (20-40)
- 26 hours per semester
- Preparation for an examination (30-60)
- 39 hours per semester
- Contact hours
- 26 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| to know basics of marketing |
| Skills |
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| not specified |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
|---|
| to know the nature and types of social media, as well as their capabilities and benefits for business |
| to know the specifics of using social media promotion tools |
| to know the principles of using different types of advertising on social networks |
| to know current trends in SMM |
| Skills |
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| to be able to set up a company social media account, gain followers, and create a content plan |
| to be able to promote company pages on social media and run targeted advertising |
| to be able to use tools for promotion on social networks, analyze the target group and competition on social networks |
| to be able to create effective, engaging content and communicate correctly with the target audience |
| to be able to use social media to build and promote a brand |
| to create an effective communication campaign on social networks |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Interactive lecture |
| Skills |
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| Seminar |
| Competences |
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| Interactive lecture |
| Seminar |
| assessment methods |
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| Knowledge |
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| Written exam |
| Seminar work |
| Skills |
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| Skills demonstration during practicum |
| Competences |
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| Written exam |
| Skills demonstration during practicum |
| Seminar work |
| Group presentation at a seminar |
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Recommended literature
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Jenkins, Andrew. Social Media Marketing for Business: Scaling an Integrated Social Media Strategy Across Your Organization. Kogan Page, 2022. ISBN 9781398603691.
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McDonald, Jason. SEO Workbook: Search Engine Optimization Success in Seven Steps (2024 Marketing - Social Media, SEO, & Online Ads Books). Independently published, 2024. ISBN 979-8570469266.
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McDonald, Jason. Social Media Marketing Workbook 2024: How to Use Social Media for Business. Independently published, 2023. ISBN 979-8871228586.
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