Learning Outcomes
- Understanding of how Social Networks work
- Understanding Techniques and tools for application development on the Social Web with emphasis on issues of digital advertising and promotional products
- Design and development of Social Web applications with emphasis on modern practices of Web 2.0 technologies addressed in digital entrepreneurship
- Development of application associated with entrepreneurship and management (Enterprise 4.0)
Course Content (Syllabus)
1. Introduction to the basic concepts of the Social Web (Web 2.0) - Tribal Marketing
2. Users and Co-creation, Anthropomorphic Marketing
3. Analysis of various platforms on social media (traditional, gaming, mobile & location based)
4. Content understanding (persuasiveness & engagement)
5. e-WOM
6. Understanding the operation and usage context of OSNs (i.e., metrics, cross-cultural aspects, privacy, ethical & legal issues)
7. Information types on the Web with emphasis on Web 2.0 technologies used in advertising
8. Social Web - Web 2.0 technologies - Blogs and social tagging systems - Social Web, applications and linked data
9. Acquisition of knowledge about consumer preferences and targeted digital advertising
10. Overview of Social Web Design and Presentation tools in the context of entrepreneurship
Additional bibliography for study
[1] Stephan Dahl, Social Media Marketing: Theories and applications, 2018, Sage Publications
[2] Networks, Crowds, and Markets: Reasoning about a Highly Connected World - D. Easly και J. Kleinberg. http://www.cs.cornell.edu/home/kleinber/networks-book/