Beruflich Dokumente
Kultur Dokumente
Course Objectives
The world of digital media is changing at a phenomenal pace. Constantly evolving
technologies, and the way people are using them, are transforming not just how we access
our information, but how we interact and communicate with one another on a global scale.
Drawing from the fields of marketing, communication, sociology, and statistics, students will
learn about the digital & social media tools that are currently shaping our lives and changing
how we interact with the world.
Course Content
Mod
ule
No.
I
Session
No./s
1-2
Strategy,
3-5
Social Media Marketing, Web 2.0, Introduction to Web 3.0 & Web 4.0
Social media marketing planning; Goals and strategies; Identifying target
audiences; Rules of engagement for social media; Online PR and reputation
management
Web 2.0 components: Blogging, Live Chat, User Generated Content
1
Email Marketing
E-mail as a vital component of digital marketing, E-mail formats, E-mail
design, Developing content for e-mail
IVe+
8-9
Social Networks
Benefits of marketing with social networks; Opportunities & challenges of
social networks- consumer and company perspective; Future of social
2
networks
Readings
Efraim Turban, David King, Electronic Commerce 2012- Managerial &
Social Network Perspectives, Ch 2, 7
Barker M, Barker D, Bormann, Neher , Social Media Marketing-A
Strategic Approach, Cengage 2013, 1st edition- Ch 10
Case
Efraim Turban, David King, F-Commerce: Business activities on
Facebook (pg 385-389), Electronic Commerce 2012- Managerial &
Social Network Perspectives
VI
10
VII
11
Case
Barker M, Barker D, Bormann, Neher, How business pioneers take
advantage of Quora, pg 249-253, Social Media Marketing-A Strategic
Approach, Cengage 2013, 1st edition- Ch 12
VIII
12-13
IX
14-15
16
XI
17
18-20
4
www.socialsamosa.com
Evaluation Parameters
Term paper
Mid-term presentations
Case discussions
Class participation
End term examination
15 marks
15 marks
10 marks
10 marks
50 marks
Recommended Readings:
Efraim Turban, David King, Electronic Commerce 2012- Managerial & Social
Network Perspectives , Pearson 2014 , 7th edition
Clara Shih, The Facebook Era: Tapping online, social networks to market, sell &
innovate, Pearson, 2012
Smith, PR & Zook, Ze, Marketing Communication: Integrating Offline & Online
with Social Media, 5th edition, Kogan Page 2011
5
Dave Evans, Social Media Marketing: An hour a day, Times Business Series, Wiley
India 2010
http://www.marketingteacher.com/digital-marketing/
https://cb.hbsp.harvard.edu/cbmp/pages/content/intromap-MBAmarketing#dm
http://www.alexbrownracing.com/teaching/social-media-evolution/