SMM marketing in China

2023/2024

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс по выбору

Когда читается:

1-й курс, 2 модуль

Преподаватель

Челнокова-Щейка Анна Витальевна

Course Syllabus

Abstract

“Social media in China” course aims to introduce the system of social media market in China and to develop basic understanding of the Chinese promotion patterns, content creation and monetization opportunities on the main platforms. The course provides the insights to the specifics of the Chinese internet culture and the way how it can be used in Chinese social media marketing. The course requires a high level of Chinese (not less than HSK 4 ) and basic knowledge of the Chinese culture. Using knowledge acquired during the lectures, students will have to make a report at the seminar on the topics, as well as actively participate in discussions and debates, which is part of the current control. At the end of each lecture topic, students will have to submit the analytical report in which they demonstrate the skills of systematic thinking and analysis of social media platforms in China. The final task for the course will be creating a strategy in social media marketing for a foreign brand.

Learning Objectives

• To get knowledge and understanding of China in social media marketing and create a basic SMM strategy for the brand

Expected Learning Outcomes

• Be able to demonstrate a basic knowledge in the main social media platforms
• Be able to distinguish the main differences and effects of promotion on the main social media platforms by drawing on their knowledge of the discipline;
• Be able to understand monetization opportunities on the main social media plaforms
• Be able to apply knowledge and understanding of China in social media marketing
• Be able to analyze social media content and data;
• Be able to demonstrate a wide range of generic skills, including skills in information processing, researching, teamwork, critical and creative thinking in the social media marketing

Course Contents

• The specifics of Chinese social media system.
• Engagement of the audience, promotion tools and content creation
• Monetization opportunities on the main platforms
• Chinese culture and social media marketing

Assessment Elements

• In-class Participation
• Report/Presentation
• Written Assignments (Exam, Essay, Literature review)

Interim Assessment

• 2023/2024 2nd module
  1. The structure of the modular assessment (MA): The modular assessment of Module 1 consist of the accumulated assessment for the module (AAM). МA = AAM (50 %) + EAM (50 %) 2. The accumulated assessment grade for the module is calculated by the formula: AAM = (SDS*0,5) + (ISA*0,5), where: SDS is the total for self-directed study and in-class participation (calculated as the arithmetic average of all grades for self-directed study and self-directed study) - 50 %; ISA is the total for the Interim Assessment and the Summative Assessment (calculated as the arithmetic average of the Interim Assessment and the Summative Assessment) - 50 %; 3. The resulting assessment (final grade) (RA) is calculated according to the formula given below. RA = (MA 1 + MA 2)/2 In case of the Interim Assessment or the Summative Assessment is not submitted (the arithmetic average is 3 or lower), a positive grade (4 or higher) for the course cannot be given even if the other part of the assessment is successful. I.e., a negative grade for Interim or Summative Assessment is blocking. In this case, the student has the right to retake the failed assessment in form of an oral exam twice. The first retake is accepted by the student's leading teacher, the second-by a commission of three teachers. If a student receives negative grades on both assessments (the Interim Assessment and the Summative Assessment), he/she has the right to retake both parts twice. In case of the Examination Assessment for the module (EAM) is not passed (3 or lower), a positive grade (4 and higher) for the course cannot be issued even if the Module 1, the Interim Assessment or the Summative Assessment are successfully passed. I.e., a negative grade for the examination assessment is blocking. In this case, the student has the right to retake the failed exam in form of an oral exam twice. The first retake is taken by the student's leading teacher, the second-by a commission of three teachers. The grades for the work in module, grades for the Interim/Summative Assessments and the Examination Assessment are set by the leading teacher (teachers) of the course. In case of disputable points on the Interim Assessment, the Summative Assessment or the Examination Assessment, a collective decision is possible to be made with the participation of other leading teachers of the course (commission members for making a decision is determined by the decision of the Director of the Department in agreement with the academic head of the program). The resulting grade is set by the leading teacher of this group. If a student has shown himself/herself to be a diligent student, actively participated in discussions and debates, regularly completed homework following the requirements, missed classes only for valid reasons, the teacher can increase the accumulated grade calculated according to the above formula by any fractional or integer value within 2 points, but no more. If the student, on the contrary, was negligent about in-class work and self-directed study, missed classes without valid reasons, the teacher can lower the accumulated grade calculated according to the above formula by any fractional or integer value within 2 points, but no more. An increase or decrease in the grade by 1.5-2 points should be considered as an exceptional measure and accompanied by an explanatory note to the academic head of the program. The accumulated score is rounded off arithmetically in favour of the student, i.e. fractional values from 0.5 or more – in the direction of increasing the score to an integer. I.e. 5.5 = 6.

Bibliography

Recommended Core Bibliography

• Linden, H., & Linden, S. (2017). Fans and Fan Cultures: Tourism, Consumerism and Social Media. United Kingdom, Europe: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.20227185

Recommended Additional Bibliography

• Social media : a critical introduction, Fuchs, C., 2017