Social Media Marketing (SMM)

Major: Marketing
Code of subject: 6.075.04.E.117
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, As. Prof. Dmytriv Anna
Semester: 7 семестр
Mode of study: денна
Learning outcomes: As a result of studying the discipline, the student must know: the features of different social media and the specifics of building a communication strategy for each of them; conceptual and categorical apparatus for new media; basic principles and differences of new media compared to traditional ones; technology for promoting the site, product, person in social media; be able to: determine the target audience, tasks and communication strategy in social networks; develop a promotion program for a particular product, company on social networks; create content to fill pages or communities on social networks; to monitor social networks; evaluate the effectiveness of advertising activities on social networks; analyze the parameters of the site and provide suggestions for its promotion.
Required prior and related subjects: Prerequisite: Marketing communications policy, Information systems and technologies in marketing co-requisites: CRM-systems, Content Marketing, Communication Psychology
Summary of the subject: Features of marketing in social networks. Social networks in the structure of modern society. Overview of social networks. Social media marketing strategy. Stages of creating SMM campaigns. SMM brief. Copywriting, features of content in social networks. Services for creating images on social networks. Advertising on social networks. Free promotion methods. Implementation of SMM-marketing. monitoring of social networks. Characteristics and promotion on Facebook. Promotion strategy and advertising on Instagram. Evaluate the effectiveness of the SMM campaign.
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning; Final control (70%,
Recommended books: 1. Інтернет – портал для SMM. URL: http://allfacebook.com.ua 2. Сервіс для інфографіки “5 Coins”. URL: http://5coins.ru/ 3. Новини у сфері маркетингу соціальних мереж: Social Media today. URL: https://www.socialmediatoday.com/ 4. Сервіс для SMM: PowToon. URL: https://www.powtoon.com/home/.