General information

Module title Online Marketing In Social Media
Language English
Module lecturer dr Wojciech Czart
Lecturer's email czart@amu.edu.pl
Lecturer position Senior lecturer
Faculty Faculty of Physics
Semester 2021/2022 (summer)
Duration 60
ECTS 6
USOS code 04-W-OMSM-60

Timetable

Module aim (aims)

The aim of this Module is to provide students of any course of study with a solid knowledge and skills related to


a. Understanding the differences of organic presence and advertising on different social platforms
b. Building and managing optimal Social Media presence on selected social platforms
c. Creating optimal content for Social Media
d. Streaming and creating video content for social media
e. Running on Social Media advertising campaigns
f. Planning and implementing optimal organic activities and campaigns in Social Media
g. Planning, tracking, analysis, decision making for Social Media activities
h. Monetizing on online video presence
i. Optionally if students will be interested - basic or advanced scripting/programming for Social Media presence and marketing activities automation
j. During the course as a class work base students will be introduced to
advanced information search techniques and
online tools for business, education (learning/teaching), individual- and team- work and collaboration

The course, among other, prepares students for Youtube Creator Academy and Facebook as well as HubSpot certifications exams. The program is tailored to the individual student's background.
Students participating in the course have an optional opportunity to take part in the Google Ad Grants Online Marketing Challenge or Global Online Marketing Academic Challenge (GOMAC). Please notify dr. Czart at the classes if you would like to take part in the challenges. In the previous years his students won the title: the 2018 GOMAC Global Winner, the 2017 Google Online Marketing Challenge (GOMC) Europe Winners and since 2009 were 6 times Finalist Europe Top 5 and 10 teams Semi-Finalists (from 2011 defined as Europe Top 15). Dr. Czart is a member of Google's Global Academic Panel, Global Online Marketing Academic Challenge Organizing Committee, Google’s Digital Garage Official Trainer and within 2016-2019 a member of the Collegiate ECHO Marketing Challenge jury.

Besides in-class teaching methods, dr. Czart has over 10 years of online innovative teaching (in Polish/English) experience (among other successfully adapting hands-on-experience, flipped classroom and u-learning methodologies - methods adherent to the NMC Horizon and European Commission recommendations [1,2]).

[1] “The NMC Horizon Report Europe: 2014 Schools Edition”, the NMC Horizon and European Commission
[2] “2014 NMC Technology Outlook for Australian Tertiary Education”, the NMC (New Media Consortium) and Open Universities Australia.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

good computer tools usage skills

Syllabus

Topics of the individual classes:1. Current vs Rising Top Social Media Platforms2. Organic marketing on the top Social Media Platforms (Facebook, WhatsApp, Messenger, WeChat etc.)3. The Social Media organic activities tracking and analytics4. Sponsored advertising on the top Social Media Platforms (Facebook, WhatsApp, Messenger, WeChat etc.) 5. Audience analysis vs targeting methods and their precision (AI vs traditional)6. Tracking and analytics for advertising on social media.7. Video Creatives Academy (live streaming vs recording) for the Top Video Social Platforms (Youtube, Twitch, Facebook etc.)8. Video advertising on the top Video Social Platforms9. The Video Social Platforms Data Analytics 10. Integrating social with other marketing channels 11. Social Media marketing planning, research and strategies12. International Marketing on Social Media 13. Artificial Intelligence for Social Media 14. Promote yourself on Social Media (self-promotion on Facebook, LinkedIn, YouTube etc.)15. Automation, scripting and programming for Social Media Platforms

Reading list

Scripts, presentations and webinars delivered by the lecturer and loads of online resources