Learn how to develop and deploy an online marketing campaign with Facebook.

• familiarize with social media marketing termionology (CPC, CPM, KPI, ...);
• understanding and using Facebook Ads Dashboard;
• learning how to design an online marketing strategy with Facebook;
• learning how to write a pre-campaing report that includes the campaign objective and indicators;
• learnign how to write a post-campaign reprot that includes an evaluation of the campaign against che objectives initivalttly identified;
• familiarize with the relationships with the client during the Peer to Peer (P2P): Facebook Global Digital Challenge.

The course is strongly learning-by-doing oriented. Devided in groups of up to 5 members, students will compete in the 2017 edition of the Google Online Marketing Challenge (https://www.google.com/onlinechallenge/).

Class 1

• Introduction to the course
• Peer to Peer (P2P): Facebook Global Digital Challenge: what you need to know to partecipate
• Teams building and registration. AdWords registration.

Class 2

• Introduction to Facebook Pages, Insights and Ads

Class 3

• Business partner, Analysis of past pre­-campaign reports
• SWOT Analysis of potential business partners

Class 4

• Preparing the Pre-­Campaign report

Class 5

• Preparing the Pre-­Campaign report

Class 6

• Preparing and uploading the Pre-­Campaign report

Class 7

• Running the campaign, Analysis of real time results

Class 8

• Running the campaign, Analysis of real time results

Class 9

• Running the campaign, Analysis of real time results

Class 10

• Running the campaign, Analysis of real time results

Class 11

• Running the campaign, Analysis of real time results
• Preparing the post-campaign report

Class 12

• Running the campaign, Analysis of real time results
• Preparing and uploading the post-campaign report

Upload post-campaign Report Compito

• Marketing 101 (with specific reference to how to create a marketing plan, defining goals, metrics and costs);
• For those students privileging traditional form of learning instead of learning by doing, we strongly suggest to follow the Digital Marketing Course di Google available at https://www.google.com/onlinechallenge/dmc/ as a prerequisite for the course;
• The enrollment of the student to the online blended space is mandatory and must be completed before the start of the course (http://blended.uniurb.it).

- Familiarize with social media marketing termonology (CPC, CPM, KPI, ...)

- Understanding and using Facebook Ads Dashboard

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Facebook BluePrint: https://www.facebook.com/blueprint For enrolled students, please also check http://blended.uniurb.it.

Teaching

Lectures and classroom exercises, use of Facebook Ads for the realization of a project of social media marketing.

Attendance

It will be a compulsory attendance, ¾ of the lesson time. Participation at https://edventurepartners.com/peer-to-peer-facebook-global-digital-challenge/.

Course books

• Kelsey T. (2017), Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners. Wheaton, Illinois: Apress.
• Facebook Blueprint: https://www.facebook.com/blueprint.

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting.
Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Study of exam books.

Attendance

-

Course books

• Marwick, A., & Lewis, R. (2017). Media Manipulation and Disinformation Online. Data & Society Research Institute (https://datasociety.net/output/media-manipulation-and-disinfo-online/)
• Giglietto, F., Righetti, N., & Marino, G. (2019). Understanding Coordinated and Inauthentic Link Sharing Behavior on Facebook in the Run-up to 2018 General Election and 2019 European Election in Italy. https://doi.org/10.31235/osf.io/3jteh
• Donovan, J., & Friedberg, B. (2019). Source Hacking: Media Manipulation in Practice. Data&Society. https://datasociety.net/output/source-hacking-media-manipulation-in-practice/
• Acker, A. (2018). Data Craft. Data & Society. https://datasociety.net/library/data-craft/
• Jack, C. (2017). Lexicon of Lies: Terms for Problematic Information. Data & Society. Retrieved from https://datasociety.net/output/lexicon-of-lies/

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting.
Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.