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| Credit- Degree applicable | | Effective Quarter: Fall 2020 | I. Catalog Information
| BUS 94 | Social Media Marketing Strategies | 5 Unit(s) |
| | Formerly: (Formerly BUS 59.) Requisites: Advisory: EWRT 1A or EWRT 1AH or (EWRT 1AS and EWRT 1AT) 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: This course will explore social media as an effective delivery platform in marketing, specifically in promotion programs and product/service delivery. It will also analyze the strengths and weaknesses of major platforms and analytical tools and evaluate the cost-effectiveness and impacts on the overall marketing objectives of a business. There will be an emphasis on customer relationship-building, public relations, event marketing, and sales promotions using social media tactics in developing effective, ethical social media marketing strategies. |
| 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. |
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II. Course Objectives | A. | Examine the ways businesses deliver value to consumers. |
| B. | Examine the ways to leverage social media in marketing. |
| C. | Design a plan for relationship-building with target customers and diverse partners. |
| D. | Illustrate the benefits of event marketing and sales promotions for a business. |
| E. | Demonstrate how companies can use social media for public relations. |
| F. | Apply social media marketing tools to improve the customer's experience and the firm's presence. |
| G. | Evaluate, select, and assess the cost effectiveness of social media platforms and define the metrics best suited to a business (real or planned). |
| H. | Explore the ethical issues in social media marketing. |
III. Essential Student Materials IV. Essential College Facilities 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 market segmentation for the business. |
| 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 effective social influencers. |
| 3. | Examine how to develop a sense of community. |
| 4. | Learn the basic steps in building an online presence with key social media platforms. |
| 5. | Leverage cross-platform promotion methods to enhance your presence. |
| 6. | Illustrate how firms use viral marketing. |
| C. | Design a plan for relationship-building with target customers and diverse partners. |
| 1. | Identify methods to overcome the risk of engaging on social media for customers. |
| 2. | Compare the various types of relationship building. |
| 3. | Discuss the potential mutual benefits of diverse partnership programs for guest posts and influencers. |
| 4. | Compare the various forms of engagements and triggers for Call-To-Actions. |
| D. | Illustrate the benefits of event marketing and sales promotions for a business. |
| 1. | Identify the benefits of events and sales promotions 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. |
| E. | Demonstrate how companies can use social media for public relations. |
| 1. | Discuss the importance of social media (blogs, social networking sites, video sites) to public relations management. |
| 2. | Discuss the tactics for handling negative reviews and publicity on social media. |
| F. | Apply social media 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. | Assess optimal contents, media types, and schedule for social media posts. |
| 4. | Measure and analyze engagements and followers using analytic software tools. |
| G. | Evaluate, select, and assess the cost effectiveness of social media platforms and define the metrics best suited to a business (real or planned). |
| 1. | Based on an understanding of the industry and environment in which a business will operate, fully analyze the target customer segments to pursue. |
| 2. | Select promotion tactics that are most likely to appeal to and attract the target customer segments. |
| 3. | Prepare or assess samples of social media posts by applying course concepts. |
| H. | Explore the ethical issues in social media marketing. |
| 1. | Understand the privacy issues regarding social media users. |
| 2. | Assess the perils of purchasing fake followers |
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 projects (3-5 pages) that requires comprehension and application of marketing concepts to business situations. Example: Preparation of a comprehensive promotion plan incorporating technology strategies acquired from textbook pertaining to use of social media. |
VII. Methods of Instruction | | Discussion of assigned reading
Online exploration of social media platforms, analytical tools, and pages.
Collaborative learning and small group exercises
Homework and extended projects
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VIII. Methods of Evaluating Objectives | A. | Chapter tests that appraise comprehension and application of course material. |
| B. | Written submission of case studies and social media contents that apply social media marketing concepts.
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| C. | Forum discussions to assess the influencers and sample business posts on different social media platforms to evaluate their cost effectiveness in meeting business objectives. |
| D. | Final exam, final term paper, or final term project demonstrating critical thinking regarding the marketing situation, ethical issues, impact on customers and the business, return on investments, as well as application of newly acquired social media marketing concepts. |
IX. Texts and Supporting References | A. | Examples of Primary Texts and References |
| 1. | Charello, Michelle (2018) Essentials of Social Media Marketing (digital ed.) Idaho Falls, ID: Stukent, Inc. (ebook retrieved from http://www.stukent.com) |
| 2. | Larson, Jeff (2018). Digital Marketing Essentials (digital ed.). Idaho Falls, ID: Stukent. (ebook retrieved from http://www.stukent.com). |
| 3. | Kotler, Phillip T. & Gary Armstrong (2017). Principles of Marketing (17th ed.). New York: Pearson. |
| B. | Examples of Supporting Texts and References |
| 1. | Doerr, John (2018). Measure What Matters. New York: Penguin Random House. |
| 2. | Thompson, Derek (2018). Hit Makers: How to Succeed in an Age of Distraction. New York: Penguin Random House. |
| 3. | Online business articles. For example (but not limited to):
Kemp, Simon (Jan. 30, 2018). Digital in 2018: World's Internet Users Pass the 4 Billion Mark. Retrieved November 8 2018, from WeAreSocial Web site: https://wearesocial.com/blog/2018/01/global-digital-report-2018
Stelzner, Michael (May 7, 2018). Social Media Marketing Industry Report. Retrieved November 8,2018, from SocialMediaExaminer Web site: https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2018/
Jacobs, Sven (Jun. 6, 2018). GDPR, ePrivacy-Regulation and Social Media - What to Know. Retrieved November 8, 2018, from Social Media Law Bulletin Web site: https://www.socialmedialawbulletin.com/2018/06/gdpr-eprivacy-regulation-social-media-know/ |
| 4. | Resource web sites:
American Marketing Association. (2018) Retrieved November 8, 2018 from AMA web site: https://www.ama.org/resources/Pages/default.aspx
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| 5. | Simulation software:
Mimic Social Simulation. Idaho Falls, ID: Stukent. (software accessed from http://www.stukent.com). |
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