This module introduces the foundational concepts, methodologies, and ethical considerations of social media marketing. Learners will explore key theories, analyze major platforms and channels, and examine strategies for managing and measuring social media initiatives. The module also addresses the challenges of maintaining ethical standards and reputation in the digital landscape.

This module traces the evolution of B2C social media marketing, examining key theoretical frameworks and essential research topics that shape digital relationship building and market sensing. Learners will explore consumer behaviors, strategic approaches, and the impact of online communities on brand engagement.

This module explores how cultural differences shape social media usage patterns and influence the effectiveness of international marketing strategies. Learners will examine conceptual frameworks, key social media functionalities, and practical implications for global engagement. By understanding these dynamics, students will be better equipped to tailor marketing approaches for diverse audiences.

This module examines how social media platforms shape consumer relationships and cultural interactions through the lens of social network theory and social capital. Learners will explore the unique dynamics of online communities, the impact of platform design, and the implications for consumer behavior in digital environments.

This module explores the diverse landscape of online communities, examining their structures, dynamics, and the roles they play in technology and marketing. Learners will investigate different community typologies, including brand and influencer communities, and understand how virtuality shapes digital engagement. The module also introduces methodologies for classifying and analyzing online communities.