1. winter semester 2013/2014
SOCIAL MEDIA:
MARKETING COMMUNICATIONS STRATEGY
bachelor‘s course | ISS FSV UK | JSB452
course review
2013/2014
JAKUB RŮŽIČKA
jameslittlerose@gmail.com
cz.linkedin.com/in/littlerose

2. Intended Learning Outcomes
apply different theoretical and
methodological approaches to social
media & understand social media in its
interdisciplinary nature
sociology / psychology / social
psychology / media studies / political
science / economics / marketing /
advertising / information and
communications technology / ...
integrate social media into
organization’s marketing mix & choose
proper communication channels
analyze and update organization’s
social media communication strategy
create social media content & engage
organization’s target audience
critically evaluate current social media
marketing campaigns in order to learn
from them
describe current social media trends &
be able to follow up the course with
further self-education

3. Teaching Method
thrown in at the deep
end & taught to swim
background, how-to,
support & inspiration
during lectures &
seminars (/tutorials)
and/or online for
self-directed students

4. Topics Covered
course outline

5. Course Overview
(3 hours a week)
Lecture #1 (09.02.2013):
• Introduction to Social Media & the Role of Social Media in Contemporary Society
Lecture #2 (10.09.2013):
• Marketing Communications Strategy & Branding and the Role of Social Media within the Larger Field of Marketing Communications
Lecture #3 (10.16.2013)
• Mainstream & Niche Social Media (& their ‘culture‘)
Lecture #4 (10.23.2013):
• Social Media Content & Copywriting & Communication Rules
Lecture #5 (10.30.2013):
• Social Media Analytics & Metrics | Applications & Tools
Lecture #6 (11.06.2013):
• The Interdisciplinary Nature of Social Media & Applying Different Theoretical and Methodological Approaches to Social Media
Lecture #7 (11.13.2013):
• Introduction to Web Technologies for Non-Tech Students | Web Programming | APIs
Lecture #8 (11.20.2013):
• Viral marketing & Successful Social Media Campaigns | (vs.) Social Networking Security Threats
Lecture #9 (11.27.2013):
• Online Marketing Research | Crowdsourcing | Data Mining & Data Analysis
Lecture #10 (12.04.203):
• Search Engine Optimization | Online Advertising | Social Media Management
Lecture #11 (12.11.2013): • Social Media Management Mock Assignments
Lecture #12 (18.12.2013): • Social Media Marketing Communications Strategy Summary | Team-work Course Project Final Adjustments

7. (I.) Individual Presentation (case study)
1) brief explanation of a theory within one of these
disciplines: sociology / psychology / social psychology /
media studies / political science / economics / marketing /
advertising / information and communication technology
2) providing an example within social media
communications which proves the theory
(survey, observation and/or data mining)

8. (I.) Individual Presentation (case study)
25%
• theoretical grounds
(literature)
50%
• qualitative case study
(survey, observation and/or data
mining)
25%
• conclusions & recommendations
for a quantitative study
(how one can verify the
conclusions & critical review)
your grade is based on
conciseness of the
presentation and
conclusiveness of the
example
Keep it simple and clear!

9. (II.) Semestral team project
1) main findings about your audience & your position within
your social media communications strategy (who views your
social media channel & how distinctive is your audience)
2) recommendations for current communications strategy
maintenance (which content, when, how and why to share)
3) recommendations for further communications strategy
development (advantages & disadvantages of current
communications strategy and what to do next)

10. (II.) Semestral team project
25%
•main findings about your audience
(who views your social media channel &
how distinctive is your audience)
25%
•recommendations for current
communications strategy maintenance
(which content, when, how and why to
share)
25%
•recommendations for further
communications strategy development
(advantages & disadvantages of current
communications strategy and what to do
next)
25%
•individual contributions
your grade does not depend on
the level of success of your
project‘s communications strategy
however, you should be always
able to answer WHY, HOW &
WHAT questions supported be a
reasonable amount of
data/examples

11. Disscussed within project defences & included in the
final project executive summaries
communication
strategy
(brand essence &
theoretical
foundations)
content & audience
analysis
target group &
customer persona
communication
channels (/social
media) choice
justification
goals set & their
evaluation
(& KPIs used)
online research
(possibly
crowdsourcing
outcomes)
technical & security
considerations
(SEO, security
measures & tools
used)
critical review of the
project
analytical appendix
visual appendix
illustrating the project

12. The course
in numbers

13. Students
about 60%
international
about 40%
Czech

14. Reach
72 students

15. Engagement
60 students

16. Sentiment
positive
60 out of 60 engaged students passed the course (A, B, or C) =)

17. In total
60
12
video
presentations
semestral
team projects
about 250
pages of
executive
summaries
(semetral
projects)
108
6
sneaky
questions
asked during
project
defences
job offers

18. Many thanks to...
our guest lecturers/speakers & collaborators

19. Guest lecturers/speakers & collaborators
Veronika Černá
Social Media
Specialist
Jan Suda
Interaction Director
Jiří Remr
Research
Methodologist
Jaromír Malenko
IT Consultant
Michal Osuský
Managing Director
Tomáš Kořínek
IT & Social Media
Consultant
Jan Fait
Researcher
Julia Szymańska
Community
Manager
Vít Horký
CEO
Deborah Salmi
Marketing Manager
Jan Louda
University Relations
Manager

20. Individual video
presentations
topics

21. Individual video presentations
blue ocean
strategy
can videogames
make better
world?
confirmation bias
creativity,
concentration &
patience
culture 2.0
deindividuation
engineering of
consent
e-reputation
exchange rate
regime
facebook for
business
facebook vs
maslow’s
hierarchy
gender views in
webcam culture
has facebook
redefined
friendship?
how social media
materialized our
views
human needs
influence of
social media on
fashion industry
instant
communities
journalism &
social media
kula & facebook
love online
mcdonalidization
of society
mcluhan’s media
theory
new values &
social media
nk.pl
opinion
leadership &
social media
organic
intellectuals
pay per click
politology &
social media
queer people on
facebook
reference groups
& social media
resource-based
view of social
media
robert merton’s
theory of
reference groups
& social media
self in everyday
life
six degrees of
separation
social identity
model of
deindividuation
effects
social learning
theory
social media &
the german
elections
social media
addiction
social media as a
source of
competitive
advantages
social media as
strategic
marketing tools
for retailers
social narcissism
social
penetration
theory
social selling
sociology &
social media
spin framework &
social media
supply & demand
theory on social
media
the bad news,
the good news
the free rider
problem
the generation
that doesn’t care
the most
pleasant
marketing
strategy
the power of
opinion leaders
in e-diplomacy &
e-politics
uses &
gratification
approach on
social media
viral marketing

22. Semestral team
projects
Facebook snippets

23. Social media employed
facebook
twitter
google+
instagram
foursquare
pinterest
tumblr
youtube
wordpress
blogger

36. winter semester 2013/2014
SOCIAL MEDIA:
MARKETING COMMUNICATIONS STRATEGY
bachelor‘s course | ISS FSV UK | JSB452
course review
2013/2014
JAKUB RŮŽIČKA
jameslittlerose@gmail.com
cz.linkedin.com/in/littlerose