Social Media Marketing and Online Promotion - hands on

Content:

In "Social Media Marketing and Online Promotion – hands on," we dive much deeper into the theories, terms, and models covered in the "Market Communication" course during the 2nd semester. The focus is on digital communication in a practical context, meaning that students will, in groups, create ads and campaigns on social media platforms, emails, content marketing, influencer marketing, user-generated content, and search engine ads for a company of their choice. The focus is on implementing a company's goals and strategies in digital media with an eye on brand and target audiences, as well as measuring the effectiveness in alignment with these objectives.

Students will be equipped to develop a social media strategy and execute it. We take it down to the practical level, where you will work with tools such as Facebook, Instagram, LinkedIn, TikTok, Google Ads, and more. You will also gain a deeper understanding of communication and written content creation.

The course involves working with META Business Suite, Google Ads, AI, and more, based on close collaboration with a company that the groups must find themselves.

Students will meet specialists and companies as external guest speakers in the course. We have previously had visits from employees of both large and small digital agencies, influencers, copywriters, and advertising agencies.

In the elective course "Social Media Marketing and Online Promotion – hands on," students will work in groups of approximately 5 students throughout the course.

Groups must participate in 3 OLA's (Mandatory Learning Activities) in order to be eligible for the exam.

The student will gain knowledge about:

• The customer journey.
• Digital communication and marketing.
• Online consumer behavior.
• Online advertising opportunities.
• Technical and legal aspects of online advertising. The student will gain skills in:

• Creating and executing campaigns on digital platforms.
• Identifying target groups and targeting campaigns.
• Creating targeted ads, emails, content, search engine ads, etc.
• Setting goals, evaluating, and creating a budget and ROI.
• Creating a content plan.
• Giving and receiving feedback.
• Crafting a targeted and relevant pitch. The student will gain competencies in:

• Planning and executing an online campaign in accordance with a company’s goals and strategies.
• Working in the business managers of social media platforms.
• Developing a social media strategy for a company.
• Measuring the impact of an online campaign.
• Using META Business Suite and Google Ads.