E-Commerce and Marketing

The concept of social media and its place in marketing, the social media ecosystem, content production and storytelling, social media advertising, influencer marketing and collaborations, social CRM and community management, measurement and performance evaluation, digital reputation and crisis management, social media strategies in B2B and B2C, analysis of successful campaign examples and social media marketing project development.

The goal is to provide students with a strategic perspective on social media marketing. The course aims to equip them with the knowledge and skills necessary to understand consumer behavior on social media platforms, develop and analyze content and advertising strategies aligned with brands' marketing objectives, and measure campaign performance. Practical analyses will be conducted using real-world campaign examples.