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Today we are witnessing the emergence of a Digital Marketing era, where continual technological advances integrate social media into both personal and public spaces. However, managing social media is not only about understanding these social media platforms, but rather about understanding how consumers are using various social media platforms, and how we can leverage these social media platforms to engage with consumers more effectively. Social media is also being increasingly adopted by businesses in terms of initiating, developing and maintaining relationships of what is traditionally a B2B process.
This module aims to provide students with a panoramic view of social media and to facilitate both theoretical and practical learning. The main objective will therefore be to provide students with the necessary tools so that they can move away from their role of “consumer” of the content of these platforms to that of managers, who are capable of having a complete vision of both opportunities and targeted consumer profiles.
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