MKTG 4520: Social Media Marketing

3 Credit Hours

Prerequisite: MKTG 3100, and (Admission to the Coles College Undergraduate Professional Program or (60 credit hours with a minimum GPA of 2.00 and in a Coles College Partner Program))
This course examines social media’s constantly changing role in the promotional mix and its impact on consumer buyer behavior, influencer marketing, marketing communications, content creation, and brand identity. Students will apply social media tools and platforms to develop social media marketing content and strategies for businesses and target audiences.

Course Learning Outcomes
Goal 1.0 Environmental Factors

Students will understand, apply, and synthesize relevant environmental factors in the decision-making process.

Students will appropriately use the vocabulary associated with social media.
Students will be able to discuss and describe the differences in social media outlets/vehicles regarding when each is best to use in certain situations, industries, and companies.
Students will evaluate and illustrate the complex interactions between consumers and brands on social media.
Students will describe the changes in consumer behavior impacted by social media and digital disruption.
Students will describe how to manage information and discover changes in today’s digital culture.
Students will explain the differences between Web 1.0 and Web 2.0.

Goal 2.0 Ethics and Values

Students will understand, apply, and synthesize resolutions to ethical and social concerns in the business environment.

Students will formulate the essential components of a social media policy.

Goal 3.0 Analytical Process

Students will demonstrate problem-solving skills using appropriate analytical techniques.

Students will analyze and synthesize information from different sources to develop social media campaigns and content.
Students will utilize good SEO practices.
Students will identify appropriate ROI key performance indicators (KPIs) for various social media platforms and campaigns.

Goal 4.0 Communication and Collaboration

Students will effectively demonstrate collaboration, leadership, and communication skills needed in a business environment.

Students will create social media postings demonstrating their knowledge of using social media to communicate with target markets.
Students will evaluate and communicate the effectiveness of social media for a product/service.

Goal 5.0 Discipline Specific

Students will use critical problem-solving skills and creative solutions to appeal to target markets.

Students will demonstrate their ability to discover and create influencer opportunities.
Students will explain the connections between digital marketing and IMC.