Social Media Marketing for Sports
A.Y. 2022/2023
Learning objectives
·Analyze and learn how to use the most common social networks in the sports business: Facebook, LinkedIn, Instagram, Twitter, Youtube
·Identify the characteristics of Facebook, LinkedIn and Whatsapp Groups and how to use them
·Learn the different characteristics of social channels: users, expectations, behaviors, tone of voice
·Learn how to develop and implement an integrated Social Media Marketing Strategy
·Learn how to define an Editorial Plan
·Learn how to create Graphic Cages in a Brand Identity logic
·Learn to create a visual and copy differentiated by channel, purpose and target, both static and dynamic
·Learn the basics for setting up Facebook and Instagram campaigns from budget allocation, to the choice and creation of audiences, to optimization
·Learn how to use programming tools
·Learn to read and evaluate social media metrics
·Identify the characteristics of Facebook, LinkedIn and Whatsapp Groups and how to use them
·Learn the different characteristics of social channels: users, expectations, behaviors, tone of voice
·Learn how to develop and implement an integrated Social Media Marketing Strategy
·Learn how to define an Editorial Plan
·Learn how to create Graphic Cages in a Brand Identity logic
·Learn to create a visual and copy differentiated by channel, purpose and target, both static and dynamic
·Learn the basics for setting up Facebook and Instagram campaigns from budget allocation, to the choice and creation of audiences, to optimization
·Learn how to use programming tools
·Learn to read and evaluate social media metrics
Expected learning outcomes
The Course Social Media Marketing for Sports aims to teach the logic of all social media channels, in terms of how to use graphic and programming tools, create effective visuals and copies, plan and program campaigns. Participants at the end of the course will be able to effectively manage communication on the various channels for branding or oriented towards the promotion of services / products or sales porpuse, wisely integrating it with other digital marketing activities.
Lesson period: year
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Lesson period
year
Course syllabus
1. Sports and Social Networks
- Characteristics of the main Social Networks used in sport business: Facebook, LinkedIn, Instagram, Twitter, Youtube
2. The Strategic Planning of Social Networks
- Social Media Identity
- Private and Business Social Media accounts: differences and implications in management
- Positioning and choice of the geographical area of activity
- Define and implement a Social Media Marketing Strategy for B2C and B2B: Goals, Buyer Personas, Competition Analysis, Choice of Social Media Channels, Editorial Calendar, Content Management and Editorial Plan
3. The different characteristics of the main social media channels: what users expect, what and how to communicate
4. Facebook, LinkedIn and Whatsapp groups: how to create, manage and use them within a business strategy. The choice between Open Groups or Closed Groups
5. Graphics, images and contents
- The use of Canva and the construction of the Graphic Cages for the covers and the visuals for the main social media channels
- The image database: how to build it, which images to choose, how to modify them. Image rights and royalty free image banks
- Create visuals and copy differentiated by channel, purpose and target, both static and dynamic
6. Basics for setting up Facebook and Instagram campaigns from budget allocation, to the choice and creation of audiences, to optimization
7. Wordpress Blog Management for integration with social networks
8. Basics on how to become a sports Micro-Influencer: positioning and marketing strategy, choice of channels, sponsorships and monetization
9. The main programming tools
10. Read and evaluate social network metrics
- Characteristics of the main Social Networks used in sport business: Facebook, LinkedIn, Instagram, Twitter, Youtube
2. The Strategic Planning of Social Networks
- Social Media Identity
- Private and Business Social Media accounts: differences and implications in management
- Positioning and choice of the geographical area of activity
- Define and implement a Social Media Marketing Strategy for B2C and B2B: Goals, Buyer Personas, Competition Analysis, Choice of Social Media Channels, Editorial Calendar, Content Management and Editorial Plan
3. The different characteristics of the main social media channels: what users expect, what and how to communicate
4. Facebook, LinkedIn and Whatsapp groups: how to create, manage and use them within a business strategy. The choice between Open Groups or Closed Groups
5. Graphics, images and contents
- The use of Canva and the construction of the Graphic Cages for the covers and the visuals for the main social media channels
- The image database: how to build it, which images to choose, how to modify them. Image rights and royalty free image banks
- Create visuals and copy differentiated by channel, purpose and target, both static and dynamic
6. Basics for setting up Facebook and Instagram campaigns from budget allocation, to the choice and creation of audiences, to optimization
7. Wordpress Blog Management for integration with social networks
8. Basics on how to become a sports Micro-Influencer: positioning and marketing strategy, choice of channels, sponsorships and monetization
9. The main programming tools
10. Read and evaluate social network metrics
Prerequisites for admission
No preliminary knowledge required.
Teaching methods
Classroom theoretical lessons with the use of slides and video projections
Case History and Group Projects
Case History and Group Projects
Teaching Resources
Business Management and Marketing Online and Offline Management books
Direct professional experience of the teacher, documents, articles and case history
Direct professional experience of the teacher, documents, articles and case history
Assessment methods and Criteria
The examination should certify both theoretical and practical skills through open or multi-choices questions. A positive results requires at least 75% of correct answers
M-EDF/02 - SPORT SCIENCES AND METHODOLOGY - University credits: 8
Lessons: 48 hours
Professor:
Tasselli Cristina