Social Media and Online Community Management

Master's programme(s):
Course code(s):

EBC11, -

Course type:

Compulsory, Elective


2, 2

Learning outcomes:

Upon successful completion of this course, students will be able to:

  • Design and implement a successful SM marketing, research, and content plan for a list of popular social media network sites
  • Identify different means of assessing customer engagement and attention in SM content
  • Define the target audience and create content adjusted to different segments and marketing funnels
  • Design, create and report SM media campaigns using popular tools like Meta Ads Manager
  • Apply multimedia content in creatives, edit/create video campaigns
  • Extract SM data, define KPIs and recognize/use the appropriate types of data analytics to interpret SM business returns
  • Suggest data driven insights
General competences:
  • Search for, analysis and synthesis of data and information, with the use of the necessary technology
  • Decision Making
  • Teamwork
  • Production of free, creative, and inductive thinking

The course shows students how to build relationships with potential customers on Social Media Business Pages, how to define their target audience and adjust the content, how to design and build an effective SM strategy both for organic posts and paid campaigns, and how to measure and evaluate performance metrics.

The topics include:

  • Social Marketing Campaigns and Video Creatives
  • The role of Engagement and Attention in SM posts/ads
  • Target Audience, Customer Personas, and the Marketing Funnel
  • Meta Ads Manager
  • Social Media data extraction and analytics
Full course outline (PDF):