MRKT4322 Social Media Marketing

Course Description

This course explores the use of social media as a marketing tool. Students develop a social media marketing plan for an actual organization, learn best practices for popular social media channels, and hone their writing skills for specific formats and audiences.

Course Credits: 3

Prerequisites: MRKT 3300, or equivalent

Student Learning Outcomes

Toward the end of the semester, the students will achieve the following objectives:

1. Understand social media marketing
2. Differentiate social media marketing from traditional off-line marketing
3. Analyze the audience of general social media campaigns and of specific messages.
4. Describe current social media channels that companies/brands use for marketing.
5. Analyze the functional components of social media channels.
6. Assess the effectiveness of real-life social media campaigns and messages.
7. Explain how to measure the effectiveness of a social media campaign.
8. Develop a social-media marketing plan for a self-selected company/brand.