MKTM805:SOCIAL MEDIA MARKETING

L:3 T:1 P:0 Credits:3

Course Outcomes: Through this course students should be able to

CO1 :: describe the social media and its various channels through which it operates and its role in
marketing strategy

CO2 :: use principles of consumer and social psychology to develop social media content and
campaigns that engage consumers

CO3 :: evaluate the major social media marketing platforms that can be used to promote a
company, brand, product, service or person
CO4 :: formulate social media marketing strategies using data driven techniques and insights

Unit I
Social media landscape and campaigns : social media landscape- platforms, audiences and
content, functioning, leveraging for business, social media ad campaigns- strategy, planning and
execution
Unit II
Creating and optimizing social media campaigns : five key concepts for creating social
campaigns setting up Facebook and Instagram campaign using business manager, setting up Twitter
campaign using ads manager, setting up LinkedIn campaign manager, setting up Snapchat campaign
using ad manager, Conversion Tracking, Facebook Pixel benefits and setup process.
Unit III
Creating display and video campaigns : display campaign creation, display ad creation, linking
YouTube with Google ads, video campaign creation, video ad
Unit IV
AB testing and analytics : AB- AB testing ads, copy, web pages, digital analytics- web, social and
campaign analytics
Unit V
Developing data driven audience and campaign Insights using social media tools : analysing
and reporting using social media tools, deriving insights from Facebook, Twitter, LinkedIn, Instagram,
Snapchat
Unit VI
Key social media platforms for digital marketing : social media marketing concepts, buyer’s
journey and social media marketing, key social media platforms

Text Books:
1. THE ART OF DIGITAL MARKETING: THE DEFINITIVE GUIDE TO CREATING STRATEGIC,
TARGETED AND MEASURABLE ONLINE CAMPAIGNS by IAN DODSON, WILEY
References:
1. FUNDAMENTALS OF DIGITAL MARKETING by PUNEET SINGH BHATIA, PEARSON

2. DIGITAL MARKETING by SEEMA GUPTA, MC GRAW HILL

Session 2022-23 Page:1/1