SYLLABUS. Code: MRKT115 Title: Social Media Marketing

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1 Code: MRKT115 Title: Social Media Marketing Institute: Business and Social Science Department: Fashion Merchandising/Marketing Course Description: This course will explain, define, illustrate and apply the ways in which businesses can maximize their marketing efforts through the integration of social media with current marketing strategies. The course will cover the growth and future of social media; how consumers respond to and interact with social media; how businesses can develop an effective social media campaign, how to set social media marketing goals; and how to measure results of social media marketing campaigns. Prerequisites: READ 095 or satisfactory completion of College s foundational studies requirement in reading Corequisites: None Credits: 3 Lecture Hours: Online Lab/Studio Hours: 0 Instructor: Prof. Melinda Salzer Instructor msalzer@brookdalecc.edu This course will be offered as an online class only. Required textbook/materials: Social Media Marketing: A Strategic Approach, 2017, Barker, Barker, Bormann, Roberts, Zahay. South-Western Cengage. ISBN- 13: This text is available in print, as an E-Book, and as a rental. See Publisher website for more details. Course Learning Outcomes: Upon completion of this course, students will be able to: Identify and describe social media marketing tools Define the benefits of social media marketing Describe the impact of social media marketing Apply social media marketing techniques. Analyze the success of using social media with social media listening tools. Identify the measurements, tracking and analytic tools to prove ROI Develop a social media marketing plan. Grading standard: Grading criteria: A A B B B C C D 65-69

2 F Less than 65 COURSE CONTENT: Part I: The Foundation of Social Media Part II: Prepare for Social Marketing Part III: Social Media Channels Part IV: Complete Your Plan The course will be divided into seven Units; each Unit will be available for approximately 15 days. All assignments must be completed within that timeframe. Dates and deadlines will be clearly noted. COURSE REQUIREMENTS: Social Media Plan 40% Discussions 30% Case Studies each) 20% Linked In Page 10% TOTAL 100% Teaching strategies: This course will be delivered through a combination of readings, discussions, written assignments and online assignments. Regular and frequent participation in the discussions is very important, and represents a significant portion of your grade. The ability to discuss the issues related to the topics of the course is an important part of the learning strategy. Students are encouraged to apply their knowledge to analyze, interpret, and make decisions about various issues and scenarios. Your work will be judged both on the quality of the content (the student communicates in a clear and concise way what is important for the subject under discussion, and answers questions correctly) and on the quality of the composition (grammar, word usage, organization, etc.). COMMUNICATION: To be successful in this online course, you must be signed in to the Discussion Forums at least 4-5 times per Discussion. This is the vehicle for us to communicate on a regular basis. It is also important that you check any recent announcements I may post during the semester. Also, be sure to check your , as I may communicate this way with you individually. You must post your first comments by day 3 of each Discussion. This will ensure enough time for your fellow classmates to be able to respond. SOCIAL MEDIA PLAN ASSIGNMENT (SEE THE UNIT ASSIGNMENTS DOCUMENT FOR ALL OTHER COURSE REQUIREMENTS).

3 Choose a well-known company that has several popular brands. (Searching the web will help you choose a company and learn about their brands). Incorporating the information you have learned through our discussions, Case Studies, your textbook readings, PLUS additional research, complete a Social Media Plan for this company. Your Plan must be typed in 12-point font Times New Roman, and include: Cover page Table of Contents Page numbers Section headings Sources Cited page Be sure to proofread for grammar, spelling and punctuation. Content should be thorough, comprehensive and professionally written. Your report should be content rich, and represent a plan that reflects the real-world business environment. Your Plan must include the following elements: Executive Summary Briefly describe the elements that are found within your plan (While this is the first section of your report, it will be the last one you will write) Brief Overview Describe the industry, the company, their competitive advantage, and how social media can enhance this advantage Social Media Presence List the major social media vehicles utilized by your company, and indicate their reach (the number of their followers, subscribers, or fans as appropriate to that vehicle). Competitive Analysis Describe how your company s customers view the competition. Use a SWOT Analysis to identify your company s strengths and weaknesses (internal to the company) and opportunities and threats (external to the company).

4 Goals SYLLABUS Based on your research, describe what you believe to be the company s social media marketing goals. Target Market Describe the target market for the company s social media marketing activities Implementation Discuss specific social media marketing activities that you believe are the most effective in achieving company goals, while maintaining a competitive advantage. Conclusion Sum up your findings and offer your thoughts on the effectiveness of the company s social media activities. More details about the Plan elements can be found in Chapter 15 of your textbook. However, you should use the sections listed above for your plan itself. SOCIAL MEDIA PLAN DUE DATE: The first day of Module 7. Completed assignment will be submitted through a provided link on Canvas. Incomplete Grade (Inc.) Grade Criteria: A grade of INC may be assigned for students who have been actively participating throughout the term and approach the end of the term without having completed all the course requirements satisfactorily. A student who receives a grade of INC may continue work to a date determined by the faculty member. If the student completes the work by the determined date, a change of grade will be submitted, if appropriate. If the student does not complete the requirements by the established date, the grade will be changed to an F. College Policies: For information regarding: Brookdale s Academic Integrity Code Student Conduct Code Student Grade Appeal Process Please refer to the BCC Student Handbook and BCC Catalog. NOTIFICATION FOR STUDENTS WITH DISABILITIES: Brookdale Community College offers reasonable accommodations and/or services to persons with disabilities. Students with disabilities who wish to self-identify must contact the Disabilities

5 Services Office at (voice) or (TTY) to provide appropriate documentation for the disability, and request specific accommodations or services. If a student qualifies, reasonable accommodations and/or services, which are appropriate for the college level and are recommended in the documentation, can be approved. DEPARTMENT POLICIES: COLLEGE POLICIES: For information regarding: Brookdale s Academic Integrity Code Student Conduct Code Student Grade Appeal Process Please refer to the BCC STUDENT HANDBOOK AND BCC CATALOG. NOTIFICATION FOR STUDENTS WITH DISABILITIES: Brookdale Community College offers reasonable accommodations and/or services to persons with disabilities. Students with disabilities who wish to self-identify must contact the Disabilities Services Office at (voice) or (TTY) to provide appropriate documentation of the disability, and request specific accommodations or services. If a student qualifies, reasonable accommodations and/or services, which are appropriate for the college level and are recommended in the documentation, can be approved.