MAR 2101 - Social Media Marketing

College of Business

Credit(s): 3
Contact Hours: 47
Effective Term Fall 2023 (625)

Requisites

Course Description

This course introduces students to social media and digital/e-marketing functions and strategies that are essential to integrated marketing plans, including consumer involvement, community engagement, and customer relationship management. In this course, students will explore and implement the many forms of social media for personal promotion and as an advertising medium. Students will design a social media marketing campaign and create a digital/e-marketing plan, demonstrating how data and social media tools can be combined to build social media audiences, engaging customer experiences, advertising campaigns and integrated into digital/e-marketing plans.

Learning Outcomes and Objectives

  1. The student will identify social media’s role in integrated digital/e-marketing by:
    1. Describing each of the following types of social media sites, and discussing the importance of each in the marketing role: i. YouTube ii. Blogs iii. Facebook Meta iv. Instagram v. TikTok vi. LinkedIn vii. Others
    2. Defining various social media, customer experience/relationship platforms, and associated digital/e-marketing key trends.
    3. Summarising the basic roles of social media in an integrated digital/e-marketing plan.
    4. Discussing macro-environmental issues of social media, such as privacy, security, regulation, political impact, and new/emerging technologies.
  2. The student will demonstrate the basic principles, components, and techniques of using data in social media campaigns by:
    1. Defining the basic principles and components of data driven social media campaigns.
    2. Explaining various data tracking, collection, and sharing platforms for social media campaigns.
    3. Classifying social media audiences and their importance in achieving business objectives in a customer experience/relationship campaign.
    4. Translating basic data sources, design, and use techniques for data-driven integrated digital/e-marketing campaigns.
  3. The student will apply various social media techniques to create and engage consumer audiences by:
    1. Using basic principles and techniques for creating social media consumer audiences.
    2. Correlating how consumer product and service buying decisions are influenced by social media.
    3. Associating the ways people interact with social media content as it relates to engaging audiences.
    4. Building a targeted consumer social media audience.
  4. The student will analyze targeted consumer audiences and position them to drive consumer behavior by:
    1. Examining basic principles for driving consumer behavior using consumer audiences.
    2. Establishing the consumer attributes, behaviors, and needs required to define target market segments and develop consumer audiences.
    3. Distinguishing how consumer audiences are positioned to drive consumer behavior within a social media campaign.
  5. The student will demonstrate the ability to create and present an integrated digital/e-marketing plan using social media, consumer audiences, website integration, and a customer relationship platform by:
    1. Revising the components and phases of an integrated digital/e-marketing plan.
    2. Testing basic principles for using social media in an integrated digital/e-marketing plan.
    3. Choosing appropriate social media platforms required for integrated digital/e-marketing plan.
    4. Evaluating and choosing best practices for social media platforms as channels in a customer experience/relationship campaign.
  6. The student will demonstrate the ability to evaluate and present the key components of a social media campaign as an individual contributor by:
    1. Analyzing the components and phases of a social media marketing campaign.
    2. Selecting appropriate components to create an integrated digital/e-marketing plan.
    3. Determining best practices for utilizing various social media platforms as channels in a marketing campaign.
    4. Creating and explaining a social media campaign.

Criteria Performance Standard

Upon successful completion of the course the student will, with a minimum of 70% accuracy, demonstrate mastery of each of the above stated objectives through classroom measures developed by individual course instructors.

History of Changes

C&I 1/25/2011, BOT 2/22/2011, Effective 20111(0445). State approved as 2101, was submitted as 2XXX
C&I Approval: 02/24/2023, BOT Approval: 03/21/2023, Effective Term: Fall 2023 (625)

Related Programs

  1. Business Administration (BUS-AS) (670) (Active)
  2. Business Management (BUSADM-CT) (670) (Active)
  3. Business Operations - Marketing (MKT-CT) (505) (Active)
  4. Digital Media (DIG-AS) (670) (Active)
  5. Digital Photography (PGY-CT) (670) (Active)