COURSE INFORMATION Course Title: SOCIAL MEDIA MARKETING

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 325	B	5	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al , Friday 08:00 - 11:00
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Study program: (the study for which this course is offered)	Bachelor in Banking and Finance (3 years)
Classroom and Meeting Time:	-
Code of Ethics:	Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:	75% is mandatory.
Course Description:	Social Media is estimated to be critical in establishing interactive communication with customers. This course aims to provide essential information to the students on topics such as social media from the perspective of marketing communication; social media usage; and the strategic use of social media marketing. This course has been designed to provide updated information on social media marketing steps. The content of this course includes theoretical information from the literature derived from sources such as high-ranked academic journals, and books altogether with selected internet content (ex: videos, case studies). This course considers social media marketing from a strategic point of view and offers information on the past, current, and future trends. This course seeks to engage students to apply the theoretical background within a research that has as subject a certain company from a particular industry.
Course Objectives:	Businesses are increasingly confronted with the need to participate and manage a real-time digital presence. They need to consider how to take advantage of digital technologies as a tool and potential imperative for competitive advantage and whether their current marketing strategies are coherent with strategies for the digital market. Designed to provide students with a comprehensive understanding of the impact of marketing in the digital environment, Digital Marketing targets the Web, mobile, as well as social media in the context of both their technological underpinnings and facilitation of delivery mechanisms. This course offers knowledge and the challenges of digital marketing. It offers specific topics related to digital marketing, such as: Developing a Global Vision through Marketing Research, Online marketplace, Digital media and the marketing mix, Campaign planning for digital media.

BASIC CONCEPTS OF THE COURSE

1	Programmatic advertising, SEO, SEM, SMM
2	Content marketing, UX, Customer Experience-CX, Usability, responsiveness
3	Customer journey mapping, Personas
4	Affiliate, automation, dashboard
5	KPIs: click-through rate, cost per lead, generated leads, recurring visitors
6	Digital strategy
7	Data and Web Analytics

COURSE OUTLINE

Week	Topics
1	Syllabus details. Ch1 Introducing digital marketing [• explain how digital marketing is transforming the marketing landscape • show understanding of the customer lifecycle • describe the different types of digital media channels available to digital marketers • explain the digital marketing landscape • identify different types of generic transaction alternatives between consumers, business and organisations • distinguish between the buy and sell side of e-commerce • outline the framework for developing a digital strategy] (pages 38-89)
2	Ch1 Introducing digital marketing-II [• explain how digital marketing is transforming the marketing landscape • show understanding of the customer lifecycle • describe the different types of digital media channels available to digital marketers • explain the digital marketing landscape • identify different types of generic transaction alternatives between consumers, business and organisations • distinguish between the buy and sell side of e-commerce • outline the framework for developing a digital strategy] (pages 38-89)
3	Ch2 Online marketplace analysis: micro-environment [- Identify the elements of an organisation’s digital marketing environment that have implications for developing a digital marketing strategy - Evaluate techniques for reviewing the importance of different players in the micro-environment: customers, publishers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy - Review changes to business and revenue models enabled by digital markets.] (pages 90-142)
4	Ch2 Online marketplace analysis: micro-environment-II [- Identify the elements of an organisation’s digital marketing environment that have implications for developing a digital marketing strategy - Evaluate techniques for reviewing the importance of different players in the micro-environment: customers, publishers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy - Review changes to business and revenue models enabled by digital markets.] (pages 90-142)
5	Ch3 The digital macro-environment [- Identify how the macro-environment affects an organisation’s digital marketing strategy, planning, implementation and performance - Consider the legal, moral and ethical constraints of digital marketing - Identify aspects of each of the macro-environmental forces that are particularly relevant to digital marketing - Understand the significance of social media in the macro- environment.] (pages 143-197)
6	Ch3 The digital macro-environment-II [- Identify how the macro-environment affects an organisation’s digital marketing strategy, planning, implementation and performance - Consider the legal, moral and ethical constraints of digital marketing - Identify aspects of each of the macro-environmental forces that are particularly relevant to digital marketing - Understand the significance of social media in the macro-environment.] (pages 143-197)
7	Ch4 Digital marketing strategy [Integrate digital marketing strategy to traditional marketing and business strategy Identify opportunities and threats arising from digital media and technology platforms Develop a framework for digital marketing planning Evaluate digital strategy approaches for different marketplaces] (pages 198-265)
8	Ch4 Digital marketing strategy-II [Integrate digital marketing strategy to traditional marketing and business strategy Identify opportunities and threats arising from digital media and technology platforms Develop a framework for digital marketing planning Evaluate digital strategy approaches for different marketplaces] (pages 198-265)
9	Ch5 Digital media and the marketing mix [Apply the elements of the marketing mix in an online context Evaluate the opportunities that the Internet, digital media and technology make available for varying the marketing mix Assess the opportunities for online brand-building.] (pages 265-315)
10	Ch6 Relationship marketing using digital platforms [Assess the relevance and alternative approaches for using digital platforms for customer relationship management by encouraging interactions through social media, mobile notifications and email marketing Evaluate the potential of data-driven marketing, Artificial Intelligence and ‘Big Data’ using digital technology and marketing automation to deliver more relevant interactions Assess how to integrate social and mobile interactions to develop social CRM capabilities.] (pages 316-381)
11	Ch7 Delivering the digital customer experience [Define the success factors that contribute to an effective digital experience delivered as a website, mobile app or, where relevant, in-store, virtual or augmented reality Describe the different stages and techniques needed to create an effective website, mobile app or social media presence and to optimize its performance Assess the strengths and weaknesses of different service quality and e-loyalty frameworks.] (pages 381-465)
12	Ch8 Campaign planning for digital media [- Assess the difference in communications characteristics between digital and traditional media - Identify the main success factors in managing integrated digital campaigns - Understand the importance of integrating online and offline communications - Relate promotion techniques to methods of measuring website effectiveness.] (pages 465-519)
13	Ch9 Marketing communications using digital media channels [- Distinguish between the different types of digital media channels - Evaluate the advantages and disadvantages of each digital media channel for marketing communications - Assess the suitability of different types of digital media for different purposes. ] (pages 519-601)
14	Ch10 Evaluation and improvement of digital channel performance [- Understand terms and tools used to measure and improve digital marketing effectiveness - Develop an appropriate process to collect measures for digital marketing effectiveness - Identify the activities necessary when managing digital activities and content.] (pages 601-649)

Prerequisite(s):	Engagement comes in many forms, not just attendance. Taken holistically, engagement includes (but is not limited to) the following: Preparation (reviewing readings and material before class) Focus (avoiding distractions during in-person and online activities) Presence (Engaged and responsive during group activities) Asking questions (in class, out of class, online, offline) Listening (hearing what others say, and also what they’re not saying) Specificity (referring to specific ideas from readings and discussions) Synthesizing (making connections between readings and discussions).
Textbook(s):	Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice. 7th Edition - Pearson.
Additional Literature:	Hanlon, A. (2022). Digital marketing: strategic planning & integration. 2nd Edition Sage. Kingsnorth, S. (2022). The Digital Marketing Handbook: Deliver Powerful Digital Campaigns. Kogan Page. Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page. Diamond, S. (2019). Digital Marketing All-in-One for Dummies. Wiley.
Laboratory Work:	-
Computer Usage:	-
Others:	No

COURSE LEARNING OUTCOMES

1	Analyse the confluence of marketing, operations, and human resources in real-time delivery.
2	Demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets, as well as in identifying, assessing and selecting digital market opportunities.
3	Explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks.
4	Investigate and evaluate issues in adapting to globalised markets that are constantly changing and increasingly networked.
5	Interpret the traditional marketing mix within the context of a changing and extended range of digital strategies and tactics.
6	Comprehend the importance of conversion and working with digital relationship marketing.
7	Analyse cross-cultural and ethical issues in globalised digital markets.

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Banking and Finance (3 years) Program
1	The students gain the ability to look at the problems of daily life from a broader perspective with an increased awareness of the importance of moral/ethical considerations and professional integrity in the workplace.	3
2	They develop their knowledge and understanding of banking and finance including concepts, theories, and analytical tools that serve both in national and international markets.
3	They gain an understanding of the role of financial management in business firms and the essentials of corporate finance and further develop their knowledge in the field.
4	They are able to apply valuation models to estimate the price of different financial assets, measure risk and describe the risk-return tradeoff.
5	They are provided with the knowledge and understanding of the regulatory framework and functioning of banking system and central banking as well as international banking system.
6	They are able to understand and use fundamental economic theories and tools to solve economic problems in banking and financial services industry.
7	They have the ability to develop and utilize accounting, financial and economic data as well as other information to solve different business problems by making use of basic mathematical and statistical models.
8	They are expected to develop their numerical and IT skills as well as knowledge of databases in order to address the significant development in the delivery and use of financial services known as FinTech.	3
9	They develop their ability to think critically, do research, analyze, interpret, draw independent conclusions, and communicate effectively, both individually and as part of a team.	2
10	They are provided with opportunities to acquire the necessary skills and competencies to develop professionalism in the banking and financial services industry or to move on to further study within the discipline.	4

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Homework	4	6
Project	1	36
Final Exam	1	40
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	4	64
Mid-terms			0
Assignments	1	10	10
Final examination	1	3	3
Other			0
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5

CONCLUDING REMARKS BY THE COURSE LECTURER