Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Communication on Internet and Social Media (17.IM2817)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

Type of studies	Title

General information:

Category	Professional-applicative
Scientific or art field	Proizvodni i uslužni sistemi, organizacija i menadžment
Interdisciplinary	No
ECTS	4

Educational goal:

The objective of the course is to equip students with "big picture" of basic concepts and principles of communication on the Internet and Social Media. Course fulfills competences of master in engineering management by developing abilities and skills for effective communication, with the aim to use Internet and Social Media in their own business goals.

Educational outcome:

After passing exam students will be able to understand Internet and Social Media communication, will understand new communication channels, and will be able to conduct research, plan, communicate, evaluate and deploy communication strategy for successful communication.

Course content:

Introductory lecture – personal online presence; An online presence for business – research and source evaluation, editorial plan, social media planning; Content creation (buyer persona/customer avatar, product/service features and benefits, creative copywriting, copywriting that sells, video content creation, proxy and hybrid landing page development); Social media graphic design (Adobe Photoshop & Canva), Basic concepts of digital marketing (sales funnel and value ladder); Facebook for Business (Facebook Business Manager platform and Facebook Ads Manager – initial setup and differences, Facebook advertising – creating an ad campaign, audience targeting, creating a lookalike, custom and saved audience, Facebook Pixel tracking and remarketing, Facebook analytics and report writing); Google Ads, formerly Google AdWords (initial setup, creating ads – search, display and video campaigns); Instagram for Business; Website (creating a website design brief, website indexing, title tags and meta descriptions, SEO, Facebook Pixel and Google Analytics setup); LinkedIn for Business; YouTube for Business (YouTube influencers/YouTubers); Enterprise social networking services for internal communication within organizations (Yammer).

Teaching methods:

Lectures consists of many examples, case studies in the field of Internet and Social Media. Practical work is combined with experienced practitioners.

Literature:

Authors	Title	Year	Publisher	Language
Fuchs, Boersma, Albrechtslund & Sandoval	Internet and Surveillance: The Challenges of Web 2.0 and Social Media	2012	Routledge	English
Guy Kawasaki, Peg Fitzpatrick	The Art of Social Media: Power Tips for Power Users	2014		English
Kipp Bodnar, Jeffrey L. Cohen	The B2B Social Media Book	2012	John Wiley	English
Lalić, D.	Komuniciranje na internetu i društvenim medijima - skripta	2019	Fakultet tehničkih nauka, Novi Sad	Serbian language