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Credit- Degree applicable
Effective Quarter: Fall 2019

I. Catalog Information

BUS 94
Promoting Your Business with Social Media
5 Unit(s)

 

Formerly: (Formerly BUS 59.)

Requisites: Advisory: EWRT 1A or EWRT 1AH or ESL 5; MATH 210 or equivalent; and BUS 90.

Hours: Lec Hrs: 60.00
Out of Class Hrs: 120.00
Total Student Learning Hrs: 180.00

Description: Affordable methods of social media promotion for businesses. Emphasis on relationship-building, public relations, and event marketing using social and mobile media tactics. A promotion plan for the students' (existing or planned) businesses will be developed.


Student Learning Outcome Statements (SLO)

 

• Student Learning Outcome: Analyze relationship building with target customers and diverse partners and design a social media plan likely to produce favorable outcomes.


 

• Student Learning Outcome: Examine a wide variety of cost-effective promotion tools.


II. Course Objectives

A.Examine the ways businesses deliver value to consumers.
B.Examine the ways to leverage social media in marketing.
C.Examine the growing role of mobile media in promotion.
D.Design a plan for relationship-building with target customers and diverse partners.
E.Illustrate the benefits of event marketing for a business.
F.Demonstrate how companies can use social media for press and public relations.
G.Apply online marketing tools to improve the customer's experience and the firm's presence.
H.Assess, select, and justify promotion tactics best suited to your (real or planned) business.

III. Essential Student Materials

 None

IV. Essential College Facilities

 None

V. Expanded Description: Content and Form

A.Examine the ways businesses deliver value to consumers.
1.Summarize the marketing concept.
2.Describe various methods for segmenting markets and the benefits of targeting.
3.Examine factors that influence consumers’ buying behavior.
4.Describe the benefits of a value proposition.
5.Demonstrate how the marketing mix can be tailored to the needs and preferences of the target market.
B.Examine the ways to leverage social media in marketing.
1.Understand the concept of social media.
2.Learn to identify social influencers.
3.Examine how to develop a sense of community.
4.Learn the basic steps in building an online presence with key platforms such as Facebook, Twitter, YouTube, Yelp and blogs.
5.Leverage cross-platform promotion methods to enhance your presence.
6.Illustrate how firms use viral marketing.
C.Examine the growing role of mobile media in promotion.
1.Creating mobile ads that display in games or apps.
2.Location-based marketing with mobile advertisements or services.
3.Encouraging customer interaction with scanned response codes (i.e. QR)
4.Developing apps to engage your customer.
5.Adapting your website to be mobile-compatible.
D.Design a plan for relationship-building with target customers and diverse partners.
1.Identify methods to overcome the risk of purchase for customers.
2.Compare the various types of relationship marketing.
3.Discuss the potential mutual benefits of diverse partnership programs.
4.Compare the various forms of loyalty programs.
E.Illustrate the benefits of event marketing for a business.
1.Identify the benefits of events for a firm by examining diverse examples.
2.Describe how to network with diverse potential clients and partners.
3.Discover the various forms that events can take, including virtual events.
F.Demonstrate how companies can use social media for press and public relations.
1.Identify the various tools used in press relations.
2.Demonstrate the desirable characteristics in writing copy for news releases and feature articles.
3.Discuss the importance of social media (blogs, social networking sites, video sites) to public relations campaigns.
4.Discuss the tactics for handling negative publicity.
G.Apply online marketing tools to improve the customer's experience and the firm's presence.
1.Examine the relevant metrics and key performance indicators for a successful social media program.
2.Illustrate various approaches to building traffic online.
3.Discover methods for Search Engine Optimization (SEO) and Mobile SEO.
4.Measure and analyze followership using analytic software tools.
H.Assess, select, and justify promotion tactics best suited to your (real or planned) business.
1.Based on an understanding of the industry and environment in which your firm will operate, fully analyze the target customer to pursue.
2.Select promotion tactics that are most likely to appeal to and attract the target customer.
3.Prepare samples of promotional materials by applying course concepts.

VI. Assignments

A.Required reading from the textbook and supplemental business sources (links).
B.Analysis and discussion of business case studies to develop Marketing judgment and critical thinking skills to apply course concepts.
C.Substantial written project (3-5 pages) that requires comprehension and application of promotion concepts to small business situations. Example: Preparation of a comprehensive promotion plan incorporating technology strategies acquired from textbook assignments pertaining to use of the Internet and social media.

VII. Methods of Instruction

 Discussion of assigned reading
In-class exploration of Internet sites
Collaborative learning and small group exercises
Homework and extended projects

VIII. Methods of Evaluating Objectives

A.Midterms and final exams that appraise comprehension and application of course material.
B.Written submission of case study questions that apply promotion concepts.
C.Written project demonstrates critical thinking regarding the marketing situation analyzed, as well as application of newly acquired promotion concepts.

IX. Texts and Supporting References

A.Examples of Primary Texts and References
1.Larson, J. and Draper, S. (2014) Internet Marketing Essentials (1st ed.) Idaho Falls, ID: Stukent, Inc. (Ebook retrieved from www.stukent.com/internet-marketing-textbook/)
2.Tanner, J.F. Jr. and Raymond, M.A. (2013) Principles of Marketing (2nd ed.). Irvington, NY: Flatworld Knowledge.com. (Online creative commons PDF version retrieved from www.saylor.org/books)
3.Mobile Marketing Roadmap: How mobile is transforming marketing for targeting next generation consumers. (2013) Mobile Marketing Association web site. Retrieved November 19, 2014, from http://www.mmaglobal.com/files/documents/mobilemarketingroadmap.pdf
B.Examples of Supporting Texts and References
1.Gratton, S.J. and Gratton, D.A. (2012) Zero to 100,000: Social Media Tips and Tricks for Small Businesses. Boston, MA: Pearson.
2.Online business articles. For example (but not limited to):

Patterson, M. (Sep. 15, 2014) 4 Ways to Use Social Media in Public Relations. Retrieved November 19 2014, from Social Media Examiner Web site: http://www.socialmediaexaminer.com/social-media-in-public-relations/

Seiple, P. (n.d.) How to Leverage Social Media for Public Relations Success: Using
Social Media to Generate Media Coverage and Improve Brand Sentiment. Retrieved November 19,2014, from Hubspot Web site: http://cdn2.hubspot.net/hub/53/file-13204195-pdf/docs/hubspot_social_media_pr_ebook.pdf.

Edwards,V. (Dec. 31, 2013). SEO Basics: 8 Essentials When Optimizing Your Site. Retrieved November 19,2014, from Search Engine Watch Web site: http://searchenginewatch.com/article/2259693/SEO-Basics-8-Essentials-When-Optimizing-Your-Site
3.Analytic Tools:

What is Piwik?(2014). Retrieved November 19, 2014, from piwik.org web site: http://piwik.org/what-is-piwik/

Actionable Analytics for the Web. (2014) Retrieved November 19, 2014 from alexa.com web site: http://www.alexa.com/
4.Resource Web Sites:

Mobile Marketing Magazine. (2014) Retrieved November 19, 2014 from web site: http://mobilemarketingmagazine.com/

American Marketing Association. (2014) Retrieved November 19, 2014 from AMA web site: https://www.ama.org/resources/Pages/default.aspx