Social Media Strategy: Planning to Measurement

José Antonio Cano Chambonnet is a full professor at Tecnológico de Monterrey, specializing in marketing and digital strategy. He holds an engineering degree in Electronics and Communications from Tecnológico de Monterrey, Campus Estado de México, and a Master's in Business Administration from the University of Manchester. His teaching focuses on courses related to social media marketing, digital strategy, and brand management. He is known for his expertise in developing effective marketing strategies for businesses, particularly through the use of social media platforms. Professor Cano Chambonnet's courses cover a wide range of topics, including the benefits and characteristics of significant social networks, forming digital strategies, strategic implications of branding, and the execution and measurement of social media strategies. His teaching style is highly rated by students, with many praising his courses for their clarity and practicality in applying marketing concepts to real-world scenarios

María de los Angeles Ramos Solano is a full professor at Tecnológico de Monterrey, specializing in marketing and market research. She has taught a wide range of courses, including Marketing, Service Marketing, Retail Trade, Category Management, Sales Promotion, Integrated Market Communication, New Product Development, and Global Brands. Additionally, she has coordinated the P&G and Unilever Chairs and taught Digital Marketing, collaborating with industry leaders from Google, Microsoft, and Wunderman. She is also an academic coordinator and instructor for executive programs across various campuses of Tecnológico de Monterrey in Latin America. Professor Ramos Solano has extensive experience in retail purchasing management and has worked in the sales and marketing departments of companies like the Dann Carlton hotel chain in Colombia and 3M Mexico. She has also participated in market research for companies such as Henkel-Mexico and has consulted on projects with small and medium-sized enterprises (SMEs) and family businesses. Her expertise spans strategic sales direction, digital marketing strategies, and advanced purchasing systems, making her a valuable resource in both academia and industry.