Social Media and Storytelling
Course code
KOR6142.FK
old course code
Course title in Estonian
Sotsiaalmeedia turundus ja sisuloome
Course title in English
Social Media and Storytelling
ECTS credits
4.0
Assessment form
Examination
lecturer of 2024/2025 Spring semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
lecturer of 2025/2026 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
The aim of the course is to equip students with the theoretical knowledge and practical skills necessary to plan, implement and analyse successful social media marketing campaigns. The course will focus on a deeper understanding of social media platforms, content creation strategies and tactics, and measuring social media marketing. In addition, learners will be introduced to contemporary marketing theories and practices, including Tracy L. Tuten's Four Social Media Zones framework, to develop a holistic understanding of the social media marketing ecosystem.
Brief description of the course
The course will provide an in-depth insight into the world of social media, starting with an introduction to the different platforms to understand their uniqueness and how they relate to different audiences. Participants will learn how to create engaging content targeted at just the right audience using a variety of formats such as text, images and video. They will also focus on how to design and implement successful social media marketing campaigns, including how to set objectives, analyse target audiences, develop content strategies and choose the right channels.
The course will also follow the four social media zones framework developed by Tracy L. Tuten, which will help to understand how brands can operate differently on social media, be it communication, community building, commerce or collaboration. It also looks at influencer marketing.
The course will include both theoretical lectures and practical homework and projects that will allow learners to apply the knowledge and skills acquired to real marketing campaigns.
The course will also follow the four social media zones framework developed by Tracy L. Tuten, which will help to understand how brands can operate differently on social media, be it communication, community building, commerce or collaboration. It also looks at influencer marketing.
The course will include both theoretical lectures and practical homework and projects that will allow learners to apply the knowledge and skills acquired to real marketing campaigns.
Learning outcomes in the course
Upon completing the course the student:
- understands the specificities of social media platforms and can use them effectively to achieve marketing objectives;
- can create engaging and targeted content in different formats;
- is able to design and implement effective social media marketing campaigns, taking into account the objectives, target audience;
- knows and is able to apply Tuten's four social media zones framework to optimise brand performance on social media;
- understands the principles of influencer marketing and is able to plan and evaluate collaborative projects with influencers.
- understands the specificities of social media platforms and can use them effectively to achieve marketing objectives;
- can create engaging and targeted content in different formats;
- is able to design and implement effective social media marketing campaigns, taking into account the objectives, target audience;
- knows and is able to apply Tuten's four social media zones framework to optimise brand performance on social media;
- understands the principles of influencer marketing and is able to plan and evaluate collaborative projects with influencers.
Teacher
Alar Pink
Prerequisite course 1
Study programmes containing that course