Students are already familiar with the basic principles and the operation of Social Media platforms through the “”Social Media Marketing I”” course in the 1st Semester. In this course students will get to know the strategies for promotion through Social Media. They will learn how to create a social media strategy and the necessary steps to create, implement, manage and monitor a social media campaign. Students will become familiar with the concept of Return on Investment (ROI) on Social Media. Finally, case studies of successful and failed promotion strategies will be presented.

The theoretical part of the course includes has the following sections:

• Social Media Marketing Strategy
• Social Media Marketing Plan
• Key Performance Indicators
• Social Media ROI
• Monetization strategies in Social Media
• Social Media best practices
• Big Data
• Social media management tools

The lab addresses the following topics:

• Facebook Branding
• Instagram Branding
• Twitter Branding
• YouTube Branding
• Instagram Branding
• Introduction to Hootsuite

Upon successful completion of the course, students will be able to know:

• What is a strategy and what is a social media campaign
• How to apply the principles of Marketing to Social Media
• The steps of social media campaign
• Which Social Media Platforms should be used
• The do’s and don’ts during a campaign
• How Social Media should be used by businesses
• How to evaluate the effectiveness of a social media campaign