COURSE SYLLABUS & OUTLINE

Transcription

1 COURSE SYLLABUS & OUTLINE Course Title: Social Media Marketing Course Number: Quarter: FALL 2010 Instructor Beverly Macy Phone: Karl Kasca Phone: Meeting Times: Wednesdays 6:30-9:30 Location: Haines Hall 118 Office Hours: Available by phone or by appointment COURSE GOALS AND OBJECTIVES: Hundreds of millions of videos are downloaded from YouTube each day. Technorati tracks over 1.2+ billion blogs per day. Facebook has over 500 million profiles; Twitter over 100 million; and LinkedIn over 70 million. Is this just hype or has marketing, advertising and communication changed forever? And how do these tools fit in to a company s traditional Integrated Marketing Strategy? This 12 week intensive course looks at the new channels of marketing, advertising and communication that make up the social media space. Using case studies and real-world examples from large corporations and small business, we will explore examples of how marketing professionals are embracing online social networks, user generated content and content sharing, blogs, podcasts, wikis, and even Twitter, to create brand awareness and buzz. At completion of the course, the student should be able to: 1. Describe the social media marketing landscape and its impact on traditional marketing strategy 2. Integrate social media marketing into the Integrated Marketing Plan to promote brand/company awareness The course will look at how marketers are integrating these tools in their overall marketing strategy and how they re measuring success in this brave new world. Attendees include marketing professionals, PR and advertising professionals, brand and product managers, agency creative and media directors, and smallmedium business owners. The course is very fast-paced and some familiarity with social media concepts is required. GRADING: Attendance / Participation 20% FINAL Presentation 60% Homework 20% PLEASE NOTE THAT ALL COURSE GRADES ARE FINAL

2 Page 2 COURSE OUTLINE **We will have guest speakers to be announced** Topics subject to change Meeting 1 Course Overview Conversational Marketing - What s Driving Social Media Marketing? Review Final Project Social Media Marketing Project RSS Feeds and Social Bookmarking Meeting 2 Word of Mouth and Viral Marketing Friends, Fans, Followers Blogs (compare to websites) o Personal o Corporate Create a Blog Meeting 3 Blog Assignment Questions, Discussion Using Twitter for Business Developing a Listening Plan o Google Alerts o Twitter Tools Set Up Twitter Account and Profile Meeting 4 Review Twitter and Twitter Tools Ethics and Policy Guest Speaker Meeting 5 Video / Photo / Audio Sharing (YouTube, Flickr, Podcasting) Marketing with Video / Pics / Audio Meeting 6 Social Networking o Professional: Linked In o Facebook, Myspace, Other o Facebook for Business Meeting 7 Bringing It All Together Measurement and Monitoring Fee and Free Search Engine Optimization Games; Virtual Worlds

3 Page 3 Meeting 8 Public Relations - The Social Media Release Crises Management Advertising in and with Social Media Meeting 9 Location Based Services Social Gaming, Virtual Currency Meeting 10 Social Networking White Label Options Events Promotion MeetUps, Wikis, Alternate Realities Meeting 11 Measuring ROI, financial, customer satisfaction, awareness What s Next Mobile / iphone Apps s Forums / Communities Course Review Meeting 12 Final Social Media Marketing Promotion Presentations

4 COURSE SYLLABUS & OUTLINE Course Title: Social Media Marketing Course Number: Quarter: FALL 2010 Instructor Beverly Macy Phone: Karl Kasca Phone: Meeting Times: Wednesdays 6:30-9:30 Location: Haines Hall A18 Office Hours: Available by phone or by appointment COURSE GOALS AND OBJECTIVES: Hundreds of millions of videos are downloaded from YouTube each day. Technorati tracks over 1.2+ billion blogs per day. Facebook has over 500 million profiles; Twitter over 100 million; and LinkedIn over 70 million. Is this just hype or has marketing, advertising and communication changed forever? And how do these tools fit in to a company s traditional Integrated Marketing Strategy? This 12 week intensive course looks at the new channels of marketing, advertising and communication that make up the social media space. Using case studies and real-world examples from large corporations and small business, we will explore examples of how marketing professionals are embracing online social networks, user generated content and content sharing, blogs, podcasts, wikis, and even Twitter, to create brand awareness and buzz. At completion of the course, the student should be able to: 1. Describe the social media marketing landscape and its impact on traditional marketing strategy 2. Integrate social media marketing into the Integrated Marketing Plan to promote brand/company awareness The course will look at how marketers are integrating these tools in their overall marketing strategy and how they re measuring success in this brave new world. Attendees include marketing professionals, PR and advertising professionals, brand and product managers, agency creative and media directors, and smallmedium business owners. The course is very fast-paced and some familiarity with social media concepts is required. GRADING: Attendance / Participation 20% FINAL Presentation 60% Homework 20% PLEASE NOTE THAT ALL COURSE GRADES ARE FINAL

5 Page 2 COURSE OUTLINE **We will have guest speakers to be announced** Topics subject to change Meeting 1 Course Overview Conversational Marketing - What s Driving Social Media Marketing? Review Final Project Social Media Marketing Project RSS Feeds and Social Bookmarking Meeting 2 Word of Mouth and Viral Marketing Friends, Fans, Followers Blogs (compare to websites) o Personal o Corporate Create a Blog Meeting 3 Blog Assignment Questions, Discussion Using Twitter for Business Developing a Listening Plan o Google Alerts o Twitter Tools Set Up Twitter Account and Profile Meeting 4 Review Twitter and Twitter Tools Ethics and Policy Guest Speaker Meeting 5 Video / Photo / Audio Sharing (YouTube, Flickr, Podcasting) Marketing with Video / Pics / Audio Meeting 6 Social Networking o Professional: Linked In o Facebook, Myspace, Other o Facebook for Business Meeting 7 Bringing It All Together Measurement and Monitoring Fee and Free Search Engine Optimization Games; Virtual Worlds

6 Page 3 Meeting 8 Public Relations - The Social Media Release Crises Management Advertising in and with Social Media Meeting 9 Location Based Services Social Gaming, Virtual Currency Meeting 10 Social Networking White Label Options Events Promotion MeetUps, Wikis, Alternate Realities Meeting 11 Measuring ROI, financial, customer satisfaction, awareness What s Next Mobile / iphone Apps s Forums / Communities Course Review Meeting 12 Final Social Media Marketing Promotion Presentations