Social Media for Businesses

Main Goals:

• Create efficient marketing strategies for social media, in order to improve the business performance and the relationship with clients.

 

Specific Goals:

• Identify the main characteristics of social media marketing;
• Identify and characterize the different social networks;
• Develop a coherent and articulated digital marketing strategy between several social networks;
• Create ads on Facebook and Instagram;
• Monitor ads using each social network’s ad management applications;
• Monitor campaigns and analyze ad effectiveness metrics.

 

Modules| Syllabus Course contents (10 hours):

Module I: Fundamentals of Social Media Marketing (4 hours):

• The importance of Digital Marketing and social media
• Social Media and Social Networks
• Social networks in the world and in Portugal
• Generations and your internet usage

Module II: Facebook & Instagram Marketing (6 hours):

• Facebook and Instagram profile and page features
• Content and its different formats
• Digital strategy (planning focused on sales or goals)
• Web Integrations
• Advertising campaigns
• Practical cases

 

For whom is intended:

• Entrepreneurs, managers, middle and senior management of organizations aged 18 years and over, with the need to acquire and strengthen knowledge and skills in ​​social media.

 

Teaching methods:

The methods and techniques applied in the training will be suitable for the target audience. The training will have the following methodologies:

• Lecture Method: The teacher will use this method in order to expose the main themes and key concepts to be addressed throughout the session;
• Interrogative Method: The teacher will ask questions to the trainees, inducing their reflection on the topics covered, in order to allow a better consolidation of the key concepts acquired;
• Active Method: The use of this method will give trainees a central role in the systematization of the contents covered. To this end, activities will be developed using the discussion of ideas, exercises to consolidate knowledge and case studies.

For the application of the pedagogical methods, the following techniques will be applied: exposition, questioning, debate, practical exercises of content systematization, brainstorming, case studies, among others.

 

Assessment Methodology:

Regarding the assessment methodology, it is intended that the course includes two different types of assessment: formative assessment and summative assessment.

• Formative assessment refers to the assessment to be carried out throughout the course, by monitoring the trainees’ learning and their acquired knowledge. Such monitoring will be done through knowledge consolidation exercises, consolidation questions, among others. This evaluation is 70% of the final evaluation.
• Regarding the summative assessment, it will be carried out through an assessment exercise – case study -, at the end of the course, consolidating all acquired knowledge. This evaluation component is 30% of the final evaluation.

The scale used in the systematization and final assessment exercises will be expressed in quantitative terms on a scale from 1 to 5 and will be convertible to a qualitative scale of 1 – Very Insufficient, 2 – Insufficient, 3 – Sufficient, 4 – Good and 5 – Very good.

The classification given to the trainees at the end of the course translates into: “Have been successful” and “Not successful”.

A trainee is considered successful in the course when his/her final classification is equal to or greater than 3, corresponding in qualitative terms to “Sufficient”.

The success of trainees in the course is also subject to verification of attendance, which should be 95% given its continuous nature.

 

Form of training:

• Continuous.

 

Forms of organization:

• In person.

 

Used space:

• Room with good light, ventilation, temperature and isolated from disturbing noises for the proper functioning of the class;
• Possibility of making the room darker, in order to watch video projections;
• Space equipped with all the necessary teaching resources;
• Furniture that respects the ergonomics rules of trainers and trainees;
• Big enough space (minimum 2 m2/trainee) to allow the arrangement of tables in “U” shape, in order to facilitate communication, as well as the implementation of group dynamics;
• Easy access location and in good health and safety conditions.

 

Teaching resources:

• Computer with Internet Connection;
• Whiteboard;
• Colored pens;
• Projector;
• Notepad;
• Writing material.

 

Supporting Documentation:

During the course, trainees will be provided with a set of support materials, namely, PowerPoint presentation (used by the trainer) and knowledge consolidation tools, considered essential.