Banking is a traditional industry, which by definition is slow to adopt social media and other Internet technologies. However, and as more people are joining social media, banks cannot ignore anymore the importance of social media’s role in shaping banking-customer relationships, thus creating new challenges for marketing. This class is an introduction to social media marketing in the banking industry: through case studies, interactive sessions, and class exercises, students will learn best practices and develop the skills to connect business objectives with social media strategy, platforms and tactics and learn how to manage a brand on social media, in addition to creating effective and engaging social media content.

Temps présentiel : 20 heures

Charge de travail étudiant : 3 heures