Social network technology in marceting communication
| Title | Τεχνολογίες και Διαφήμιση στα κοινωνικά δίκτυα / Social network technology in marceting communication |
| Code | MIS-206 |
| Interdepartmental Programme | Management and Information Systems |
| Collaborating Schools | Informatics Economics |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Spring |
| Common | No |
| Status | Active |
| Course ID | 600015150 |
| Academic Year | 2022 – 2023 |
| Class Period | Spring |
| Faculty Instructors |
|
| Weekly Hours | 3 |
| Total Hours | 39 |
| Class ID | 600219164
|
Course Type 2011-2015
Knowledge Deepening / Consolidation
Mode of Delivery
- Face to face
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600219164
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=11808
Language of Instruction
- Greek (Instruction, Examination)
Prerequisites
General Prerequisites
Students' understanding of the basic principles of Marketing, Communication and Consumer Behavior is the a prerequisite for successful completion of the course. Moreover, the course's participants should have basic knowledge of Information Systems and Web 2.0 technologies.
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)
General Competences
- Apply knowledge in practice
- Retrieve, analyse and synthesise data and information, with the use of necessary technologies
- Make decisions
- Work autonomously
- Work in teams
- Work in an interdisciplinary team
- Generate new research ideas
- Advance free, creative and causative thinking
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
Keywords
social media, web2.0, social media advertising
Educational Material Types
- Notes
- Slide presentations
- Multimedia
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Laboratory Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 39 | 1.3 | ✓ | ||
| Reading Assigment | 60 | 2 | ✓ | ✓ | |
| Project | 40 | 1.3 | ✓ | ✓ | |
| Written assigments | 38 | 1.3 | ✓ | ✓ | |
| Exams | 3 | 0.1 | ✓ | ||
| Total | 180 | 6 |
Student Assessment
Description
The assessment criteria can be found in the webpage of the course. More specifically, the assessment consists of:
1. Writing of Research Paper (20%)
2. Presentation of Published Research Paper (20%)
3. Final Exam (60%)
Student Assessment methods
- Written Exam with Short Answer Questions (Formative, Summative)
- Written Exam with Extended Answer Questions (Formative, Summative)
- Written Assignment (Formative, Summative)
- Written Exam with Problem Solving (Formative, Summative)
Bibliography
Course Bibliography (Eudoxus)
A. Βακάλη, Ζ. Παπαμήτσιου “Πληροφοριακά Συστήματα Παγκόσμιου Ιστού”, Εκδόσεις Νέες Τεχνολογίες, 2012
Additional bibliography for study
[1] Βλαχοπούλου Μ. (2020), Ψηφιακό μάρκετινγκ: απο τη θεωρία στην πράξη, Εκδόσεις Rosili.
[2] Stephan Dahl, Social Media Marketing: Theories and applications, 2018, Sage Publications
[3] Networks, Crowds, and Markets: Reasoning about a Highly Connected World - D. Easly και J. Kleinberg. http://www.cs.cornell.edu/home/kleinber/networks-book/
Last Update
24-02-2023
