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MKT 3050 Social Media Marketing

This course explores social media and the role it plays in communicating and marketing to consumers. Current social media platforms and their role in digital marketing strategies are examined, along with the concepts and scope of Integrated Marketing Communication, search-engine marketing, and content marketing. The student will set objectives to develop a social media marketing plan and utilize new media technologies. The evolution of social media marketing strategies, ethical issues involved in their use, and the macro-environmental issues affecting social media will be researched in-depth. The student will examine social consumers and their behaviors and e-commerce in relation to social media marketing campaigns and initiatives. (3 lect.) SOC

Credits

3 credits

Major Topics

  • Integrated Marketing Communication (IMC)
  • Current social media trends and platforms
  • Consumer behavior and motivation
  • History of e-commerce and social media
  • Creating content and writing for social media
  • Communicating to a target market audience
  • Social and cultural environments of social media
  • The Marketing Mix

Outcomes

In order to successfully complete this course, the student will:

1. Integrate social media as it relates to the major principles of marketing.

2. Evaluate current social media trends and platforms in relation to the history of e-commerce and social media.

3. Examine the relationship between Integrated Marketing Communication (IMC) and social media in business.

4. Analyze consumer behavior and needs related to target segments and marketing plans.

5. Investigate historical, current, and potential ethical issues involving social media marketing.

6. Critique the macro-environmental issues of social media such as privacy, security, regulation, political impact, and new/emerging technologies.

7. Evaluate effectiveness of social media marketing campaigns in consumer behaviors, motivations, and decisions.

8. Design a social media marketing campaign strategy.

9. Critique professional use of social media marketing.