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Presentation
Presentation
The course on Gestão e Estratégias em Redes Sociais introduces students to the process of developing and managing effective communications for social networks. Students will get to know in depth how social networks have evolved, their most important characteristics and the specifics of Marketing content in each network. The curricular unit will provide students with theoretical and practical knowledge focused on Communication and Marketing strategies.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Optional | Português
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Code
Code
ULHT257-23344
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Contents Description: Content marketing Influence Social media Listening Building one-on-one relationships Monitoring Promotion
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Objectives
Objectives
Upon completing this curricular unit, students are able to reflect on the theoretical and ethical issues posed by social networks to Marketing. Will be able to produce and manage Marketing content for social networks with a critical view, keeping in mind the best content strategies, branding and effectively interpreting the data collected. At the end of the semester, students are expected to be able to: apply the fundamentals of Social Media Marketing identifying and providing innovative value propositions; create strategic content: visually appealing, following good User Experience practices and able to attract specific target audiences; architect strategic communications for social networks; make data-driven decisions; plan, execute and report a social media marketing campaign.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Project-based learning.
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References
References
Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2021). Customer experience with the branded content: A social media perspective. Online Information Review. Waqas, M., Salleh, N. A. M., & Hamzah, Z. L. (2021). Branded content experience in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 56, 106-120. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293. Silva, M. J. D. B., Farias, S. A. D., Grigg, M. K., & Barbosa, M. D. L. D. A. (2020). Online engagement and the role of digital influencers in product endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133-163.
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Office Hours
Office Hours
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Mobility
Mobility
No
