SOCIAL MEDIA MARKETING

Catalog description

The use of social media by consumers has transformed the way businesses manage their business strategies. With the emergence of new social platforms, we have witnessed the appearance of a variety of phenomena. This course delves into the study of social media and its relevance in marketing strategy. Throughout the course, theories are explored, and scientific research applied to the study of social media is developed, addressing sociological, psychological, generational aspects, among others, related to different soci al platforms. The main objective of the course is to provide students with a perspective on the various manifestations of behavior within the social media ecosystem and how modern organizations can integrate them into appropriate strategic management.