BUSO20 - BUSINESS AND SOCIAL MEDIA STRATEGIES

courses

ID:

BUSO20

Duration (hours):

54

CFU:

SSD:

ECONOMIA AZIENDALE

Located in:

PESCARA

Url:

Course Details:

DIGITAL MARKETING/CORSO GENERICO Year: 2

Year:

2025

Course Catalogue:

https://unich.coursecatalogue.cineca.it/af/2025?co...

Date/time interval

Secondo Quadrimestre (07/01/2026 - 17/04/2026)

Course Objectives

Students will learn how to apply the main strategic analysis frameworks to define sustainable business models and, consequently, to design data-driven social media strategies. By the end of the course, the student will be able to:

Conduct competitive and industry analyses using real data.
Develop a Business Model Canvas and a strategic business plan.
Create Personas and Customer Journey Maps based on quantitative research.
Plan and produce strategic multimedia content (copy, visuals, video).
Measure performance through KPIs and analytics dashboards. Particular emphasis is placed on the use of free professional tools in class.

Course Prerequisites

No formal prerequisites are required. However, a basic knowledge of business economics and marketing principles is recommended, along with familiarity with social media platforms and elementary IT skills. English proficiency at B2 level is strongly recommended for studying the Sutherland textbook and for using software in English.

Teaching Methods

The course is distributed over 54 hours of lessons. The teaching approach is Project-Based Learning, structured progressively. Each lesson is divided into two blocks:

1 hour of applied theory: Explanation of conceptual frameworks from the reference textbooks.
1 hour of lab: Immediate application of the concepts to the group’s entrepreneurial idea, with guided use of digital tools (e.g., Canva, SEMrush/SimilarWeb, Google Trends, Google Ads, Meta Audience Insights, etc.). Students will work in teams to build, week after week, a complete Strategic Marketing Plan.

Assessment Methods

ATTENDING STUDENTS (Minimum attendance 70%): The evaluation consists of two parts:

Group project work (50%): Assessed during the final Pitch Day. The grade is based on the quality of the presentation, the strategic coherence of the Marketing Plan, and the team’s presentation effectiveness.
Multiple-choice written test (50%): An individual test on the chapters of the reference textbooks listed in the bibliography, aimed at verifying the acquisition of the fundamental theoretical concepts.

NON-ATTENDING STUDENTS: The exam consists of a written test with 15 open-ended questions covering the entire program of the reference textbooks (all chapters indicated in the bibliography). The goal is to verify detailed and in-depth knowledge of both strategic management models and operational social media management tactics, compensating for the lack of participation in practical workshops. Time available: 90 minutes.

Texts

Dyer J. et al., STRATEGIC MANAGEMENT: Principi e applicazioni, edizione 2018. (Capitoli: 1, 2, 3, 4, 5, 10, 11, 12, 13) – english version
Sutherland K.E., STRATEGIC SOCIAL MEDIA MANAGEMENT: THEORY AND PRACTICE, Second edition. (Capitoli: 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16)

The course guides students through the life cycle of launching a new business. It starts with defining the business model and strategically analyzing the competitive environment, then moves to translating business objectives into digital communication objectives. It then covers strategic social media planning and the tactical creation of content, concluding with implementation, measurement of results, and risk management. The entire pathway is supported by the hands-on use of software and platforms that simulate the real work activity of a strategist.

Course Language

Italian

More information

ERASMUS students are invited to contact the instructor at the beginning of the course to agree on any bibliographic or linguistic adaptations.
Student office hours: Tuesday 9.00-11.00

(During the class period, student office hours is after the lesson)