The Internet is currently the most important advertising medium in terms of global investment. In 2017 it broke TV’s long dominance at the top and, in 2020, it was bigger than all other media combined. Social media, in particular, represents one of the key components of online advertising, second only to search in absolute value. This course aims to provide students with a broad understanding of social media marketing, addressing practical topics such as: how to build a social media presence; how to attract and engage an audience; and how to leverage and monetise an audience through advertising.
- Teacher: António Marinho Torres