This course provides a comprehensive overview of the field of social media marketing. Students will gain a deep understanding of what social media marketing entails, including the various social media platforms that are available. Focus will be on best practices for creating engaging content, developing a comprehensive social media marketing strategy, and effectively managing and measuring the impact of social media campaigns. Through hands-on activities and real-world case studies, students will learn how to select the right social media platforms for their business, target their audience, and create a marketing plan that effectively meets their goals. By the end of this course, students will have the skills and knowledge necessary to develop and execute a successful social media marketing plan.
COGT 1213 and MKTG 1553 - Must be completed prior to taking this course.
At the end of this course, students will be able to:
- Define social media and how does it differ from traditional media.
- Describe the elements of social identity.
- Describe how social networks are structured.
- Define the steps in social media marketing strategic planning.
- Define a social media marketing tactical plan.
- Describe how social networking communities enable user participation and sharing.
- Describe the channels of social publishing.
- Define and contrast social entertainment and branded entertainment.
- Define the relationship between social commerce and e-commerce.
- Interpret how companies utilize social media data and research to inform marketing decision.
- Analyze the metrics in a social media marketing program.
- Create targeted content (video, illustrations, photos, text-based posts)
- Explain why infographics are so popular as online content
- Design a graphic designers and/or marketing infographic resume
Week 1, The Social Media Environment
Week 2, Social Consumers
Week 3, Network Structure and Group Influences in Social Media
Week 4, Social Media Marketing Strategy
Week 5, Tactical Planning and Execution
Week 6, Social Community
Week 7, Social Publishing
Week 8, Social Entertainment
Week 9, Social Commerce
Week 10, Social Media Analytics
Week 11, Social Media Metrics
Week 12, The Case Study Zone
Week 13, The Science of Infographics
Week 14, Online Infographics
Week 15, Infographics and SEO
Week 16, Infographic Resumes