Social media has quickly become part of the fabric of many people’s daily lives, and as they have moved to it, so have most companies and organizations from every sector and industry. It is now the place to attract and sustain attention, communicate with customers and research consumer behavior. This course ‘Social Media and Tribal Marketing’ offers a critical evaluation of the theoretical frameworks that can be used to explain and utilize social media, including largely tribal aspects of consumer behavior, brand value and co-creation, ethical aspects of social media and applies them to real-life examples and case studies from a range of industries, companies and countries.
Prerequisites: Background knowledge in marketing and/or consumer behavior is desirable.
Stephan Dahl holds a PhD from the University of Luton (2005). He is a Senior Lecturer in Marketing at Hull University Business School and Adjunct Associate Professor at James Cook University (Australia). His research interests include health and social marketing, cross-cultural marketing and online/social media marketing and he has published widely in journals such as European Journal Marketing, and Journal of Advertising Research.
He is the author of the book “Social Media Marketing: Theories Applications” (2014) . Before joining Hull, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain.