MKTG 478 - Strategic Social Media Marketing

Social media is changing the way consumers communicate (with each other as well as with firms) and understand their world; and in the process, changing society, changing the nature of marketing, and changing the way business is conducted and managed. This course focuses on understanding and leveraging the strategic role that social media plays in business and marketing. Instead of focusing on specific social media platforms or features that are ever-changing, this course will focus on strategies and theory-driven tactics that could be applied across a range of platforms. Topics include: Social Media Marketing Strategy & Planning, Content Marketing, Digital Storytelling, Social Media Listening and Monitoring, Personal Branding, Community and Co-Creation, Influencer Marketing, Paid Social, Social Media Analytics, Social Media Crisis Management, and Use of Social Media for Social Change

Prerequisites & Notes: Majors only; MKTG 381 and MKTG 382.
Credits: 4
Grade Mode: Letter