Course Code L T P C
SOCIAL MEDIA MARKETING
Elective 3 1 - 3
Basic Knowledge in Marketing Management Syllabus 2023
Pre-requisite Version
Course
Objectives:
The Main Objectives of this course are to:
[Link] identify the best practices in social media marketing.
2. Connect business objectives to appropriate Social Media tactics.
3. Create strong content that engages their target audience with their marketing message
[Link] the use of data in social media
[Link] and analyse the impact of social media on business
Expected Course Outcomes:
On the successful completion of the course, student will be able to: BTKL
(K1-K6)
1 Understand the channels and role of social media in devising marketing K1,K2
strategy.
2 Use principles of consumer behaviour to develop media content and launch K2,K3
campaign.
3 Understand the contemporary evolution of word of mouth marketing K2,K3
4 Develop approaches to evaluate the impact of social media campaign in the K4,K5
digital market space
5 Create and measure the impact of a social media campaign K5,K6
BLOOMS TAXONOMY KNOWLEDGE LEVE (BTKL):
K1-Remember; K2-Understand; K3-Apply; K4-Analyze; K5-Evaluate; K6-
Create;
Unit :1 FOUNDATIONS OF SOCIAL MEDIA MARKETING: 07 hours
The Infrastructure of Social Media - The Zones of Social Media - Monetization and Social Media
Social Media Marketing - Careers in Social Media Social consumers- Segmenting and Targeting for
Social media consumers- Social identity- Motives and Attitudes influencing social media activities-
Social media segments– Rise of Influencers
Unit :2 SOCIAL MEDIA MARKETING STRATEGY 08 hours
Social media marketing strategy- Strategic planning and Social media marketing- Phases of social
Media Marketing Maturity- Social media campaigns- Strategic planning process-Social Media
policy.
Unit :3 SOCIAL COMMUNITY AND PUBLISHING 07hours
: Social community zone- Participation in social networks- Marketing applications in social
community zone- Social Engagement and relationship- Social publishing zone- Publishing content-
developing and organizing content- Social publishing strategies
Unit :4 SOCIAL MEDIA ENTERTAINMENT AND COMMERCE 07 hours
- Social entertainment zone- Social games- Categorising social games- Alternate Reality Games-
Social music, Social TV and Social [Link] Zone of Social Commerce- The Zone of Social
Commerce
Social Commerce: The Social Shopping Experience - Social Commerce Strategies - Psychology of
Influence - Benefits of Social Commerce
Unit :5 SOCIAL MEDIA DATA MANAGEMENT AND MEASUREMENT 08 hours
Role of social media in research- Social media listening Primary Social media research- Social
Media Measurement- The process of evaluation and measurement- Social media marketing metrics
matrix- Digital shopping.
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Unit: 6 04 hours
Guest Lectures, Case Studies, Assignments and Seminars
Total Lecture hours 40 hours
Text Books (s)
1 Tuten, T. Solomon, M. & Rishi, B (2018). Social Media Marketing, 3e, SAGE Publications
2 Guy Kawasaki and Peg Fitzpatric , The Art of Social Media: Power Tips for Power Users
Portfolio/Penguin- 2015
Reference Books
1 Randy Hlavac, Social IMC: Social Strategies with Bottom-Line, 2014.
2 Leslie Poston ,Social Media Metrics for Dummies, John Wiley and Sons, 2012.
Related Online Contents [MOOC, SWAYAM, NPTEL, Websites etc.)
1 Digital Marketing:[Link] Singh , Panjab University Chandigarh
2 [Link]
Course Designed By : [Link], Associate Professor
Mapping with Programme Outcomes
COs PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10
CO1 S M M L L M S S M M
CO2 S M M L L M S S M M
CO3 S S M L L M S M M M
CO4 M M S M M M S L M M
CO5 M M S S S M S L M M
* S – Strong; M – Medium; L - Low
BU - BSMED - M.B.A. SYLLABUS 2023 -24 69 | P a g e