Strategic Communication & Social Media: Theory & Practice

Social Sciences & Cultural Studies Program
Florence, Italy

Dates: 1/7/25 - 4/26/25

Social Sciences & Cultural Studies

Strategic Communication & Social Media: Theory & Practice

Strategic Communication & Social Media: Theory & Practice Course Overview

OVERVIEW

CEA CAPA Partner Institution: CEA CAPA Florence Center
Location: Florence, Italy
Primary Subject Area: Communication
Other Subject Area: Business
Instruction in: English
Course Code: COM336FLR
Transcript Source: University of New Haven
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: One 200-level course or two 100-level courses in Communication, Business, or another relevant subject area

DESCRIPTION

This course is designed to teach students about the challenges and opportunities connected to social media management and marketing. While businesses are becoming increasingly aware of the relevance and impact of social media and online communications, there is still a lot of confusion in terms of how social engagement impacts business metrics in a measurable and reliable way. This course outlines the rules of online communication and community building used by brands to foster profitable customer interactions. Moreover, the course discusses and analyzes the most relevant strategies adopted in the context of social media management and identifies benefits and limitations for each strategy.

Lecturers, activities and field studies introduce academic theories and frameworks related to social media management, and they identify and assess online brand strategies, with the aim of providing recommendations and insights on how to increase the impact of their social media presence.


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