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Master of Commerce (M.Com.) Social Media Marketing Syllabus - Mumbai University 2026

Social Media Marketing Syllabus.pdf
Mandatory course · Semester 4 · M.Com. E-Commerce · 4 credits · 100 marks

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Syllabus for Social Media Marketing

Mandatory course · Semester 4 · M.Com. E-Commerce · 4 credits · 100 marks

Module I

  • Unit 1 Introduction to Social Media Marketing
  • A) Social Media Landscape: Overview of social media platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, Snapchat, etc., Evolution and growth of social media in marketing, Importance of social media marketing in the digital age. Trends and challenges in social media marketing.
  • B) Social Media Strategy Development: Setting social media marketing objectives and goals, Target audience identification and segmentation, Content strategy
  • development: types of content, content calendars, and content creation tools, social
  • media listening and monitoring
  • Unit 2 Social Media Platforms and Marketing Techniques
  • A) Platform-Specific Marketing Techniques: Facebook Marketing: Page creation, ads, groups, and Messenger marketing, Instagram Marketing: Profile optimization, visual
  • content strategies, and Instagram Stories, Twitter Marketing: Tweeting strategies, hashtags, and Twitter Ads, LinkedIn Marketing: Company Page optimization, LinkedIn
  • Ads, and content publishing.
  • B) Emerging Platforms and Trends: Overview of emerging social media platforms:
  • TikTok, Clubhouse, and Pinterest, Influencer marketing: identifying influencers, collaboration strategies, and measuring influencer ROI, User-generated content
  • (UGC) campaigns and community building, Augmented reality (AR) and virtual reality
  • (VR) in social media marketing.

Module II

  • Unit 3 Social Media Campaign Planning and Execution
  • A) Campaign Planning: Developing a social media marketing plan: campaign
  • objectives, target audience, messaging, and creative elements, Budget allocation and resource planning, Campaign calendar and scheduling, Legal and ethical
  • considerations in social media marketing.
  • B) Campaign Execution and Management: Creating and publishing content across
  • social media platforms, paid social advertising: ad creation, targeting options, and budget optimization, Community engagement and social listening, Crisis management
  • and response in social media.
  • Unit 4 Social Media Analytics and Optimization
  • A) Social Media Metrics: Key performance indicators (KPIs) for social media marketing, Metrics for measuring reach, engagement, conversions, and ROI, Tools, and platforms for social media analytics: Facebook Insights, Instagram Insights, Twitter Analytics, etc.
  • B) Campaign Optimization: Interpreting social media data and insights, Iterative
  • campaign optimization: adjusting targeting, messaging, and creative elements, Split
  • testing and multivariate testing, Reporting and communicating campaign performance
  • to stakeholders.

References

  • 1 Social Media Marketing Workbook: 2022 Edition by Jason McDonald
  • 2 Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks) by Dave Kerpen
  • 3 The Art of Social Media: Power Tips for Power Users by Guy Kawasaki and Peg Fitzpatrick
  • 4 Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by Olivier Blanchard

Reproduced from the University of Mumbai syllabus for M.Com. (E-Commerce) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its specialisation. Open a document here if you want the whole thing rather than a single subject.

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