Social Media Marketing For MU Semester 2 (Open Elective : Computer Science) University of Mumbai | Nirali Prakashan

Authors : Dr. Rakhi Gulati, Ashwini Priyesh Chandramore, Mr. Mudassar M. Sayyed

Module 1 – Introduction to Digital Marketing
1. Introduction to Social Media Marketing
Definition and purpose of Social Media Marketing (SMM), Importance of
SMM in the digital landscape, Overview of different social media platforms
and their significance.
2. Facebook Marketing
Creating and managing a Facebook business page, Strategies for engaging
with the audience on Facebook, Utilizing Facebook advertising tools and
creating effective ad campaigns.
Practical : Create a Facebook business page for a fictional business and
design a sample ad campaign.
3. LinkedIn Marketing
Leveraging LinkedIn for business marketing and networking, Crafting a
LinkedIn marketing strategy to reach the target audience, Lead generation
techniques and content strategy on LinkedIn.
Practical : Optimize your LinkedIn profiles and develop a sample content
strategy for a professional networking scenario.
4. Influencer Marketing
Understanding the role of influencers in social media marketing,
Identifying and collaborating with influencers to amplify brand reach and
engagement.
Practical : Identify potential influencers for a given scenario and create a
collaboration plan.
4. X Marketing (Formerly Twitter Marketing)
Developing content strategies for X (replace X with any emerging
platform), Utilizing X advertising tools for promoting businesses, Engaging
with the audience and building brand presence on X.
Practical : Create sample tweets and design a mock X ad campaign
targeting a specific audience.

Module 2 – Advanced Digital Marketing Techniques
1. YouTube Marketing
Optimizing video content for YouTube, Promoting businesses through
YouTube ads and sponsored content, Monetization strategies and
leveraging YouTube analytics for insights.
Practical : Create and upload a sample promotional video on YouTube and
analyze its performance using YouTube analytics.
2. Email Marketing
Understanding different types of emails and email marketing tools,
Building and managing mailing lists for effective email campaigns,
Implementing email marketing automation and analyzing email
deliverability
Practical : Design and send out a sample email campaign using an email
marketing platform and analyze the campaign metrics.
3. Content Marketing and SEO
Introduction to content marketing and its importance in SMM, Creating
and optimizing content for social media platforms, Overview of SEO
techniques for improving website visibility and Google rankings.
Practical : Create sample social media posts and develop a content
calendar for a content marketing campaign, with a focus on SEO
optimization.
4. Mobile Marketing
Exploring the role of mobile devices in marketing strategies, Understanding
mobile advertising and engagement techniques, Developing mobilespecific
campaigns and measuring mobile marketing ROI.
Practical : Design a mobile-friendly ad campaign for a fictional product or
service and assess its performance metrics.
5. Emerging Trends and Web Analytics
Exploring new and emerging trends in social media marketing,
Understanding how to leverage trends like live streaming, augmented
reality, and chatbots, Introduction to web analytics and tools like Google
Analytics.
Practical : Analyze website performance using Google Analytics and
identify areas for optimization and improvement.