Formation/Cours

At the end of the course, the student should be able to:
Assess the values of the organization in which they work (LO2.A)
– Understand the various forms of social media, online communities and viral marketing activations
– Master fundamentals and best practice of social media management and advertising with a POEM approach

. Organize change management processes (LO3.C)
– Integrate the transformational role of social media and influencers in marketing strategies and processes
– Define and manage social media campaigns, from the objectives’ definition to the KPIs measurement set-up to the end-to-end optimization changes

. Make effectual organizational decisions (LO5.D)
– Adapt a social media strategy and lead the coordination with transversal teams according to different marketing goals: brand awareness, product launch, event promotion, social selling and business increase

. Communicate effectively in English (LO1.C)
– Elaborate a content marketing plan

The course encompasses interactive sessions with learning case studies and group works.
Session 1: Overview of social media platforms, online communities and viral marketing. How do they integrate within an overall marketing strategy?
Session 2: What are the fundamentals and best practice/POEM, according to different goals?
Session 3: How to devevelop and optimize social media paid and non-paid campaigns? (incl. traffic and ad campaigns management tools)
Session 4: DOs and DONTs – Group work final presentation and feedback