Маркетинг в социальных сетях в Азии

Бакалавриат 2025/2026

Статус: Курс по выбору (Международный бизнес)

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 3 модуль

Охват аудитории: для своего кампуса

Язык: английский

Кредиты: 3

Контактные часы: 30

Full Syllabus Ask Question

Abstract

The Digital and Social Media Marketing course is designed for bachelor students eager to explore the dynamic landscape of online marketing and its impact on consumer behavior. Throughout the course, students will delve into various digital marketing strategies, including SEO, content marketing, email marketing, and the intricacies of social media platforms. Emphasis will be placed on understanding audience engagement, brand development, and the analytics tools necessary to measure success in digital campaigns. Through hands-on projects, case studies, and the examination of real-world examples, students will develop practical skills that prepare them for performing the tasks in this ever-evolving field. By the end of the course, participants will have a comprehensive understanding of how to effectively harness digital and social media channels to drive brand awareness and business growth.

Learning Objectives

To develop students’ understanding of Asian digital and social media ecosystems and their role in consumer behavior and business.
To equip students with analytical and practical skills for designing and evaluating social media strategies in Asian markets.

Expected Learning Outcomes

Demonstrate knowledge of major social media platforms and digital ecosystems in Asian markets.
Identify key differences between Asian and Western social media platforms and marketing models.
Identify promotion methods and advertising conditions on Asian social media platforms.
Analyze consumer behavior and purchase journeys in Asian digital environments.
Analyze and interpret social media content and basic performance data for marketing purposes.
Apply knowledge of Asian digital markets to develop basic social media and promotion strategies.
Evaluate the suitability of platforms, content formats and channels for specific Asian markets.
Work effectively in teams on digital marketing projects.
Demonstrate critical thinking and problem-solving in social media marketing tasks.

Course Contents

Module 1: Introduction to China’s Digital Ecosystem: Key Social Media Platforms
Module 2: Chinese Marketplaces & Key Aspects of Advertising Law in China
Module 3: Entering the Chinese Market Without a Chinese Legal Entity
Module 4: Developing a Marketing Strategy for China
Module 5: Influencer Marketing in China: Leveraging KOLs and KOCs for Brand Success + Apps&Games Promotion in China
Module 6: Asian Social Media Ecosystems: Platforms and Monetization
Module 7: Asian Consumer Behavior and Platform-Driven Purchase Journeys
Module 8

Assessment Elements

Seminar Participation
Discussions, Quizes, Cases
Content Plan Preparation
Team work (no more than 5 students in 1 team).
Media Plan Preparation
Team work (no more than 5 students in 1 team).
Exam
Final promotion strategy of product or services in Asia, team work (no more than 5 students in 1 team).
Attending classes
Attendance of lectures and seminars.

Interim Assessment

2025/2026 3rd module
0.1 * Attending classes + 0.2 * Content Plan Preparation + 0.4 * Exam + 0.2 * Media Plan Preparation + 0.1 * Seminar Participation

Bibliography

Recommended Core Bibliography

Ralf T. Kreutzer. (2021). Online Marketing (Vol. 1st ed. 2022). Springer.
Sevil Yesiloglu, & Joyce Costello. (2021). Influencer Marketing : Building Brand Communities and Engagement. Routledge.

Recommended Additional Bibliography

9789353887100 - V. Kumar - Intelligent Marketing : Employing New-Age Technologies - 2021 - Sage - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2712808 - nlebk - 2712808
Fuchs, C. (2014). Social Media : A Critical Introduction. SAGE Publications Ltd.
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
Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network Services: A Comparison between American and European Organizations. Journal of Open Innovation, 7(1), 1–16. https://doi.org/10.3390/joitmc7010065

Authors

Nasedkina Anastasiia Dmitrievna

Course Syllabus