Szkoła Główna Handlowa w Warszawie - Centralny System Uwierzytelniania
Strona główna

Social Media Marketing Strategies

Informacje ogólne

Kod przedmiotu: 235311-D
Kod Erasmus / ISCED: 04.2 Kod klasyfikacyjny przedmiotu składa się z trzech do pięciu cyfr, przy czym trzy pierwsze oznaczają klasyfikację dziedziny wg. Listy kodów dziedzin obowiązującej w programie Socrates/Erasmus, czwarta (dotąd na ogół 0) – ewentualne uszczegółowienie informacji o dyscyplinie, piąta – stopień zaawansowania przedmiotu ustalony na podstawie roku studiów, dla którego przedmiot jest przeznaczony. / (0410) Biznes i administracja Kod ISCED - Międzynarodowa Standardowa Klasyfikacja Kształcenia (International Standard Classification of Education) została opracowana przez UNESCO.
Nazwa przedmiotu: Social Media Marketing Strategies
Jednostka: Szkoła Główna Handlowa w Warszawie
Grupy: Elective courses for ITH - masters
Przedmioty kierunkowe do wyboru SMMD-EBI
Przedmioty kierunkowe do wyboru SMMT-TMH
Punkty ECTS i inne: 3.00 (zmienne w czasie) Podstawowe informacje o zasadach przyporządkowania punktów ECTS:
  • roczny wymiar godzinowy nakładu pracy studenta konieczny do osiągnięcia zakładanych efektów uczenia się dla danego etapu studiów wynosi 1500-1800 h, co odpowiada 60 ECTS;
  • tygodniowy wymiar godzinowy nakładu pracy studenta wynosi 45 h;
  • 1 punkt ECTS odpowiada 25-30 godzinom pracy studenta potrzebnej do osiągnięcia zakładanych efektów uczenia się;
  • tygodniowy nakład pracy studenta konieczny do osiągnięcia zakładanych efektów uczenia się pozwala uzyskać 1,5 ECTS;
  • nakład pracy potrzebny do zaliczenia przedmiotu, któremu przypisano 3 ECTS, stanowi 10% semestralnego obciążenia studenta.

zobacz reguły punktacji
Język prowadzenia: angielski
Efekty uczenia się:

Wiedza:

Student understands the basic principles of social media activity.

Student knows different types of social media and the basic profiles of their users.

Student knows the basic tools of SM monitoring and flow value measurement and understands the mechanism of users engagement and knows how to use them in marketing, PR and CSR campaigns.

Umiejętności:

Student can use the new tools of SMM (e.g. gamification).

Student can formulate the basics for marketing strategy in the social media aimed at loyalty and engagament gaining in relations with organisations or a brand.

Student can organise the PR or CSR campaigns in social media.

Kompetencje społeczne:

Student is able to properly communicate with SM users in order to build the long-term relations with the brand or organisation as well as PR and CSR campaigns.

Student understands the principles of SM and avoids the most common mistakes.

Student knows how to arrange the set of useful and properly targeted contacts (networking) and how to use the crow wisdom (crowdsourcing).

Zajęcia w cyklu "Preferencje - Semestr letni 2024/25" (jeszcze nie rozpoczęty)

Okres: 2025-02-15 - 2025-09-30
Wybrany podział planu:
Przejdź do planu
Typ zajęć:
Zajęcia prowadzącego więcej informacji
Koordynatorzy: (brak danych)
Prowadzący grup: Michał Koskowski
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Ocena
Zajęcia prowadzącego - Ocena

Zajęcia w cyklu "Semestr letni 2024/25" (jeszcze nie rozpoczęty)

Okres: 2025-02-15 - 2025-09-30
Wybrany podział planu:
Przejdź do planu
Typ zajęć:
Konwersatorium, 30 godzin więcej informacji
Koordynatorzy: (brak danych)
Prowadzący grup: (brak danych)
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Ocena
Konwersatorium - Ocena
Skrócony opis:

The course concentrates on the analysis of Social Media Marketing potential and possible adoption of e-commerce tools in SM and the available SMM tools. The second part is to analyse the organisational aspects of SMM strategy, the optimization of SM activities, measures to be taken to monitor SM and to acquire SM users activity for the improvement of brand image (involving social networks, e-WOM effect, gamification and COBRAs (Consumer's online brand related activities).

Pełny opis:

The main goal of the course is to analyse the marketing potential of social media (SM) and to understand the basis of SMM strategy: the dialog as a form of SM investment, modes of the social community engagement, involving social networks, e-WOM effect (Word of Mouth) and COBRAs (Consumer's online brand related activities).

The application goals include the description of SM politics formulation, optimization of SM activities and frequency flow value measuring, formulation of brand/enterprise image, possible use of SM in PR and CSR campaigns. From the technical point of view it is necessary to identify tools for monitoring SM, negative brand impact countermeasures and possible values for SM users as well as to analyse e-commerce tools in SMM: SEO and PPC adverts and their limits and conditions for application in SM.

Literatura:

Literatura podstawowa:

McDonald J., Goodrick M., Social Media Marketing Workbook 2022, JM Internet Group 2022.

Butow E., Herman J., Liu S., Robinson A., Allton M., Ultimate Guide to Social Media Marketing, Entrepreneur Press, 2020.

Gil C., Page K., The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI, Kogan Page Publishing 2019.

Barker M., Barker D., Bormann N., Zahay D., Social Media Marketing: A Strategic Approach, Cengage Learning; 2nd edition, 2022.

Freberg K., Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, SAGE Publications, 2018;

Kelly D., Social Media: Strategies To Mastering Your Brand- Facebook, Instagram, Twitter and Snapchat, CreateSpace Independent Publishing Platform, 2016;

McDonald J., Social Media Marketing Workbook: How to Use Social Media for Business, CreateSpace Independent Publishing Platform, 2016;

Quesenberry K. A., Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution, Rowman & Littlefield Publishers, 2018.

Literatura uzupełniająca:

Diaz-Ortiz C., Miller D., Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits, HarperCollins Leadership 2019.

Kerpen D., Greenbaum M., Berk R., Likeable Social Media, Third Edition, McGraw Hill 2019.

Kachniewska M., Gamification and Social Media as Tools for Tourism Promotion [in:] Handbook of Research on Effective Advertising Strategies in the SM Age

(ed. N.Taşkran & R.Y. lmaz), Hershey, PA: IGI Global, 2015, p. 17-51.

Kachniewska M., Big Data Analysis as a Tool for Predictive Intelligence and Experience Personalization in Tourism, ?Przedsiębiorczość i Zarządzanie?, 2019, Tom XX, Zeszyt 2, cz. 2, s. 39-52.

Kachniewska M., Gamification in tourism: pitfalls and benefits [w:] Tourism in the age of transformation, Economic University of Varna, Science&Economics, Varna 2015, s. 399 ? 407, ISBN 978-954-21-0864-1;

McGonigal J., Reality Is Broken: Why Games Make Us Better and How They Can Change The World, Penguin Press 2011;

Wu M., The Science of Social: Beyond hype, likes and followers, Lithium Technologies, 2012;

Zichermann, G., & Cunningham, Ch. (2011). Gamification by Design. Implementing Game Mechanics in Web and Mobile Apps. O'Reilly Media Inc., Sebastopol, CA; E-marketing (ed. J. Królewski, P. Sala), PWN, Warszawa 2013.

Uwagi:

Kryteria oceniania:

ocena z ćwiczeń: 20.00%

inne: 80.00%

Zajęcia w cyklu "Semestr zimowy 2024/25" (w trakcie)

Okres: 2024-10-01 - 2025-02-14
Wybrany podział planu:
Przejdź do planu
Typ zajęć:
Konwersatorium, 30 godzin więcej informacji
Koordynatorzy: (brak danych)
Prowadzący grup: Michał Koskowski
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Ocena
Konwersatorium - Ocena
Skrócony opis:

The course concentrates on the analysis of Social Media Marketing potential and possible adoption of e-commerce tools in SM and the available SMM tools. The second part is to analyse the organisational aspects of SMM strategy, the optimization of SM activities, measures to be taken to monitor SM and to acquire SM users activity for the improvement of brand image (involving social networks, e-WOM effect, gamification and COBRAs (Consumer's online brand related activities).

Pełny opis:

The main goal of the course is to analyse the marketing potential of social media (SM) and to understand the basis of SMM strategy: the dialog as a form of SM investment, modes of the social community engagement, involving social networks, e-WOM effect (Word of Mouth) and COBRAs (Consumer's online brand related activities).

The application goals include the description of SM politics formulation, optimization of SM activities and frequency flow value measuring, formulation of brand/enterprise image, possible use of SM in PR and CSR campaigns. From the technical point of view it is necessary to identify tools for monitoring SM, negative brand impact countermeasures and possible values for SM users as well as to analyse e-commerce tools in SMM: SEO and PPC adverts and their limits and conditions for application in SM.

Literatura:

Literatura podstawowa:

McDonald J., Goodrick M., Social Media Marketing Workbook 2022, JM Internet Group 2022.

Butow E., Herman J., Liu S., Robinson A., Allton M., Ultimate Guide to Social Media Marketing, Entrepreneur Press, 2020.

Gil C., Page K., The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI, Kogan Page Publishing 2019.

Barker M., Barker D., Bormann N., Zahay D., Social Media Marketing: A Strategic Approach, Cengage Learning; 2nd edition, 2022.

Freberg K., Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, SAGE Publications, 2018;

Kelly D., Social Media: Strategies To Mastering Your Brand- Facebook, Instagram, Twitter and Snapchat, CreateSpace Independent Publishing Platform, 2016;

McDonald J., Social Media Marketing Workbook: How to Use Social Media for Business, CreateSpace Independent Publishing Platform, 2016;

Quesenberry K. A., Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution, Rowman & Littlefield Publishers, 2018.

Literatura uzupełniająca:

Diaz-Ortiz C., Miller D., Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits, HarperCollins Leadership 2019.

Kerpen D., Greenbaum M., Berk R., Likeable Social Media, Third Edition, McGraw Hill 2019.

Kachniewska M., Gamification and Social Media as Tools for Tourism Promotion [in:] Handbook of Research on Effective Advertising Strategies in the SM Age

(ed. N.Taşkran & R.Y. lmaz), Hershey, PA: IGI Global, 2015, p. 17-51.

Kachniewska M., Big Data Analysis as a Tool for Predictive Intelligence and Experience Personalization in Tourism, ?Przedsiębiorczość i Zarządzanie?, 2019, Tom XX, Zeszyt 2, cz. 2, s. 39-52.

Kachniewska M., Gamification in tourism: pitfalls and benefits [w:] Tourism in the age of transformation, Economic University of Varna, Science&Economics, Varna 2015, s. 399 ? 407, ISBN 978-954-21-0864-1;

McGonigal J., Reality Is Broken: Why Games Make Us Better and How They Can Change The World, Penguin Press 2011;

Wu M., The Science of Social: Beyond hype, likes and followers, Lithium Technologies, 2012;

Zichermann, G., & Cunningham, Ch. (2011). Gamification by Design. Implementing Game Mechanics in Web and Mobile Apps. O'Reilly Media Inc., Sebastopol, CA; E-marketing (ed. J. Królewski, P. Sala), PWN, Warszawa 2013.

Uwagi:

Kryteria oceniania:

ocena z ćwiczeń: 20.00%

inne: 80.00%

Zajęcia w cyklu "Semestr letni 2023/24" (zakończony)

Okres: 2024-02-24 - 2024-09-30
Wybrany podział planu:
Przejdź do planu
Typ zajęć:
Konwersatorium, 30 godzin więcej informacji
Koordynatorzy: (brak danych)
Prowadzący grup: Michał Koskowski
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Ocena
Konwersatorium - Ocena
Skrócony opis:

The course concentrates on the analysis of Social Media Marketing potential and possible adoption of e-commerce tools in SM and the available SMM tools. The second part is to analyse the organisational aspects of SMM strategy, the optimization of SM activities, measures to be taken to monitor SM and to acquire SM users activity for the improvement of brand image (involving social networks, e-WOM effect, gamification and COBRAs (Consumer's online brand related activities).

Pełny opis:

The main goal of the course is to analyse the marketing potential of social media (SM) and to understand the basis of SMM strategy: the dialog as a form of SM investment, modes of the social community engagement, involving social networks, e-WOM effect (Word of Mouth) and COBRAs (Consumer's online brand related activities).

The application goals include the description of SM politics formulation, optimization of SM activities and frequency flow value measuring, formulation of brand/enterprise image, possible use of SM in PR and CSR campaigns. From the technical point of view it is necessary to identify tools for monitoring SM, negative brand impact countermeasures and possible values for SM users as well as to analyse e-commerce tools in SMM: SEO and PPC adverts and their limits and conditions for application in SM.

Literatura:

Literatura podstawowa:

McDonald J., Goodrick M., Social Media Marketing Workbook 2022, JM Internet Group 2022.

Butow E., Herman J., Liu S., Robinson A., Allton M., Ultimate Guide to Social Media Marketing, Entrepreneur Press, 2020.

Gil C., Page K., The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI, Kogan Page Publishing 2019.

Barker M., Barker D., Bormann N., Zahay D., Social Media Marketing: A Strategic Approach, Cengage Learning; 2nd edition, 2022.

Freberg K., Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, SAGE Publications, 2018;

Kelly D., Social Media: Strategies To Mastering Your Brand- Facebook, Instagram, Twitter and Snapchat, CreateSpace Independent Publishing Platform, 2016;

McDonald J., Social Media Marketing Workbook: How to Use Social Media for Business, CreateSpace Independent Publishing Platform, 2016;

Quesenberry K. A., Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution, Rowman & Littlefield Publishers, 2018.

Literatura uzupełniająca:

Diaz-Ortiz C., Miller D., Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits, HarperCollins Leadership 2019.

Kerpen D., Greenbaum M., Berk R., Likeable Social Media, Third Edition, McGraw Hill 2019.

Kachniewska M., Gamification and Social Media as Tools for Tourism Promotion [in:] Handbook of Research on Effective Advertising Strategies in the SM Age

(ed. N.Taşkran & R.Y. lmaz), Hershey, PA: IGI Global, 2015, p. 17-51.

Kachniewska M., Big Data Analysis as a Tool for Predictive Intelligence and Experience Personalization in Tourism, ?Przedsiębiorczość i Zarządzanie?, 2019, Tom XX, Zeszyt 2, cz. 2, s. 39-52.

Kachniewska M., Gamification in tourism: pitfalls and benefits [w:] Tourism in the age of transformation, Economic University of Varna, Science&Economics, Varna 2015, s. 399 ? 407, ISBN 978-954-21-0864-1;

McGonigal J., Reality Is Broken: Why Games Make Us Better and How They Can Change The World, Penguin Press 2011;

Wu M., The Science of Social: Beyond hype, likes and followers, Lithium Technologies, 2012;

Zichermann, G., & Cunningham, Ch. (2011). Gamification by Design. Implementing Game Mechanics in Web and Mobile Apps. O'Reilly Media Inc., Sebastopol, CA; E-marketing (ed. J. Królewski, P. Sala), PWN, Warszawa 2013.

Uwagi:

Kryteria oceniania:

ocena z ćwiczeń: 20.00%

inne: 80.00%

Zajęcia w cyklu "Semestr zimowy 2023/24" (zakończony)

Okres: 2023-10-01 - 2024-02-23
Wybrany podział planu:
Przejdź do planu
Typ zajęć:
Konwersatorium, 30 godzin więcej informacji
Koordynatorzy: (brak danych)
Prowadzący grup: Michał Koskowski
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Ocena
Konwersatorium - Ocena
Skrócony opis:

The course concentrates on the analysis of Social Media Marketing potential and possible adoption of e-commerce tools in SM and the available SMM tools. The second part is to analyse the organisational aspects of SMM strategy, the optimization of SM activities, measures to be taken to monitor SM and to acquire SM users activity for the improvement of brand image (involving social networks, e-WOM effect, gamification and COBRAs (Consumer's online brand related activities).

Pełny opis:

The main goal of the course is to analyse the marketing potential of social media (SM) and to understand the basis of SMM strategy: the dialog as a form of SM investment, modes of the social community engagement, involving social networks, e-WOM effect (Word of Mouth) and COBRAs (Consumer's online brand related activities).

The application goals include the description of SM politics formulation, optimization of SM activities and frequency flow value measuring, formulation of brand/enterprise image, possible use of SM in PR and CSR campaigns. From the technical point of view it is necessary to identify tools for monitoring SM, negative brand impact countermeasures and possible values for SM users as well as to analyse e-commerce tools in SMM: SEO and PPC adverts and their limits and conditions for application in SM.

Literatura:

Literatura podstawowa:

McDonald J., Goodrick M., Social Media Marketing Workbook 2022, JM Internet Group 2022.

Butow E., Herman J., Liu S., Robinson A., Allton M., Ultimate Guide to Social Media Marketing, Entrepreneur Press, 2020.

Gil C., Page K., The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI, Kogan Page Publishing 2019.

Barker M., Barker D., Bormann N., Zahay D., Social Media Marketing: A Strategic Approach, Cengage Learning; 2nd edition, 2022.

Freberg K., Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, SAGE Publications, 2018;

Kelly D., Social Media: Strategies To Mastering Your Brand- Facebook, Instagram, Twitter and Snapchat, CreateSpace Independent Publishing Platform, 2016;

McDonald J., Social Media Marketing Workbook: How to Use Social Media for Business, CreateSpace Independent Publishing Platform, 2016;

Quesenberry K. A., Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution, Rowman & Littlefield Publishers, 2018.

Literatura uzupełniająca:

Diaz-Ortiz C., Miller D., Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits, HarperCollins Leadership 2019.

Kerpen D., Greenbaum M., Berk R., Likeable Social Media, Third Edition, McGraw Hill 2019.

Kachniewska M., Gamification and Social Media as Tools for Tourism Promotion [in:] Handbook of Research on Effective Advertising Strategies in the SM Age

(ed. N.Taşkran & R.Y. lmaz), Hershey, PA: IGI Global, 2015, p. 17-51.

Kachniewska M., Big Data Analysis as a Tool for Predictive Intelligence and Experience Personalization in Tourism, ?Przedsiębiorczość i Zarządzanie?, 2019, Tom XX, Zeszyt 2, cz. 2, s. 39-52.

Kachniewska M., Gamification in tourism: pitfalls and benefits [w:] Tourism in the age of transformation, Economic University of Varna, Science&Economics, Varna 2015, s. 399 ? 407, ISBN 978-954-21-0864-1;

McGonigal J., Reality Is Broken: Why Games Make Us Better and How They Can Change The World, Penguin Press 2011;

Wu M., The Science of Social: Beyond hype, likes and followers, Lithium Technologies, 2012;

Zichermann, G., & Cunningham, Ch. (2011). Gamification by Design. Implementing Game Mechanics in Web and Mobile Apps. O'Reilly Media Inc., Sebastopol, CA; E-marketing (ed. J. Królewski, P. Sala), PWN, Warszawa 2013.

Uwagi:

Kryteria oceniania:

ocena z ćwiczeń: 20.00%

inne: 80.00%

Opisy przedmiotów w USOS i USOSweb są chronione prawem autorskim.
Właścicielem praw autorskich jest Szkoła Główna Handlowa w Warszawie.
al. Niepodległości 162
02-554 Warszawa
tel: +48 22 564 60 00 http://www.sgh.waw.pl/
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