Course structure:

Class 1: 5th October, 2017
Social media: business context and marketing communication
Introduction of the course
a) Social media marketing introduction
b) Social media and marketing strategy

Class 2: 19th October, 2017
Customer decision journey and social media listening
a) From conversion funnels to customer decision journeys
b) Social media listening and crisis communication

Class 3: 2nd November, 2017
POST methodology and business case development
a) The POST methodolgy for creating a social media strategy
b) Developing a business case

Class 4: 16th November, 2017
Content strategies (+ Guest speaker)
a) Branding and content strategies
b) Marketing ethics and social media communication

Class 5: 30th November, 2017
Analytics and case study preparation (+ Guest speaker)
a) Social media analytics
b) POST outline and preparation for case studies

Class 6: 14th December, 2017
Case studies presentations and discussions