Understand the environment and context of social media in Portugal and around the world and its importance for brands.

Create a social media strategy for a brand by developing: Persona, consumer journey; and role of the social network in the brand's marketing strategy.

Understand Metrics, do and don't and must haves in a strategy.

It is intended that students:

Develop knowledge and methodology that allow them to create and develop a successful strategy and with clear metrics that allow them to measure success;

Enhance the critical analysis of a strategy by understanding the environment, the conditions and the current situation;

Align strategy with brand objectives.