Lecturers:

Assoc. Prof. Kristian Postagian, PhD
Asst. Prof. Boryana Gigova, PhD

Course Description:

Competencies:

Students who complete this course:

1) will be able to:

• Analyze Platform Dynamic: Critically assess the functionalities, audience behaviors, and content dynamics of Meta, Google, TikTok, Viber, and Spotify.

• Develop Strategic Social Media Plans: Create comprehensive social media marketing strategies that align with business objectives, including defining target audiences, setting goals, and selecting appropriate platforms and content formats.

• Create Engaging Content: Produce compelling and platform-specific content such as videos, images, and text that effectively engages the target audience and meets platform guidelines.

• Execute Advertising Campaigns: Design, launch, and manage paid advertising campaigns across Meta, Google, TikTok, Viber, and Spotify, utilizing advanced targeting options and budget management tools.

• Measure and Optimize Performance: Utilize analytics tools to measure the success of social media campaigns, interpret data to gain insights, and implement optimization techniques to enhance campaign performance.

• Stay Current with Trends: Identify and adapt to the latest trends, innovations, and best practices in social media marketing to keep campaigns relevant and effective.

• Navigate Ethical and Legal Issues: Recognize and address ethical and legal considerations in social media marketing, including issues related to data privacy, intellectual property, and truthful advertising.

• Enhance Brand Presence: Develop strategies to enhance brand visibility, engagement, and loyalty through strategic social media initiatives.

Prerequisites:
N/A

Types:
Full-time Programmes

Types of Courses:
Lecture

Language of teaching:
English

Topics:

1. TikTok Case Study: Brand Awareness Campaign. Students are required to select a brand that has successfully used TikTok for a brand awareness campaign. Analyze the campaign's objectives, strategies, and outcomes. Highlight the types of content created (e.g., challenges, influencer collaborations, viral videos) and the engagement metrics achieved.
2. Viber Case Study: Customer Engagement Strategy Students will examine a company that utilizes Viber for customer engagement. This could include customer service, promotional messaging, or community building. Assess the strategies implemented and their effectiveness in fostering customer relationships.
3. Spotify Case Study: Music Marketing Campaign Students are tasked with studying a music marketing campaign on Spotify. This could involve playlist placements, Spotify Wrapped, or exclusive releases. Assess how the campaign was designed to maximize reach and engagement.
4. YouTube Case Study: Influencer Marketing Strategy Students analyze a brand's influencer marketing campaign on YouTube. Focus on the collaboration between the brand and the influencer, the content created, and the campaign's impact on brand awareness and sales.

Bibliography:

Recommended Readings for Social Media Marketing Course

Books:

1. "Social Media Marketing: A Strategic Approach" by Melissa Barker, Donald I. Barker, Nicholas F. Bormann, Krista E. Neher

- A comprehensive guide covering the key principles and strategies for effective social media marketing, including case studies and practical insights.

2. "Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World" by Gary Vaynerchuk

- A practical book that focuses on creating effective social media content tailored to different platforms, with real-world examples and actionable advice.

3. "Social Media Marketing for Dummies by Shiv Singh and Stephanie Diamond

- A beginner-friendly book that provides an overview of social media marketing, including strategies for various platforms and tips for creating successful campaigns.

4. "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger

- This book explores why certain content goes viral and how to create messages that are more likely to be shared, providing insights into consumer behavior and social influence.

5. "The Art of Social Media: Power Tips for Power Users" by Guy Kawasaki and Peg Fitzpatrick

- Offers practical tips and strategies for maximizing the impact of social media efforts, covering a range of platforms and tools.

Articles and Papers:

1. "The Impact of Social Media on Marketing Strategy" by Irfan Jamil, Muhammad Irfan Khan, Muhammad Zaman

- A scholarly article examining the influence of social media on contemporary marketing strategies and consumer behavior.

2. "Analyzing the Effectiveness of Social Media Marketing Strategies" by Linas Bruzzone

- An academic paper that evaluates different social media marketing strategies and their effectiveness in engaging audiences and driving sales.

3. "Social Media as a Marketing Tool: A Literature Review" by Jennifer Rowley

- A comprehensive review of existing research on social media marketing, summarizing key findings and identifying future research directions.

Blogs and Online Resources:

1. HubSpot Blog (www.blog.hubspot.com)

- Regularly updated with articles on social media marketing strategies, trends, and best practices.

2. Neil Patel's Blog (www.neilpatel.com/blog)

- Offers in-depth guides, tips, and case studies on various aspects of digital and social media marketing.

3. Social Media Examiner (www.socialmediaexaminer.com)

- A leading resource for social media marketing professionals, featuring articles, podcasts, and webinars on the latest trends and strategies.

4. Buffer Blog (www.buffer.com/library)

- Provides insights and advice on social media management, including platform-specific tips and case studies.

5. Sprout Social Insights (www.sproutsocial.com/insights)

- Covers a wide range of social media marketing topics, including analytics, content strategy, and platform updates.