Strategic Communication & Social Media: Theory & Practice

This course is designed to teach students about the challenges and opportunities connected to social media management and marketing. While businesses are becoming increasingly aware of the relevance and impact of social media and online communications, there is still a lot of confusion in terms of how social engagement impacts business metrics in a measurable and reliable way. This course outlines the rules of online communication and community building used by brands to foster profitable customer interactions. Moreover, the course discusses and analyzes the most relevant strategies adopted in the context of social media management and identifies benefits and limitations for each strategy.

Lecturers, activities and field studies introduce academic theories and frameworks related to social media management, and they identify and assess online brand strategies, with the aim of providing recommendations and insights on how to increase the impact of their social media presence.