BUSN 630 Social Media Marketing

This graduate-level course provides an advanced exploration of social media marketing strategies and tactics in contemporary business environments. With the proliferation of social media platforms and their significant impact on consumer behavior and brand perception, understanding how to effectively leverage these channels is essential for modern marketers. Through a combination of theoretical frameworks, practical applications, case studies, and hands-on experiences, students will develop the knowledge and skills necessary to design, implement, and evaluate successful social media marketing campaigns.

Credits

3

Offered

Summer

Outcomes

1. Understanding the most-current social media platforms: Students will gain knowledge and understanding of different and current social media platforms. They will learn about the unique features, audience demographics, and usage patterns of each platform.
2. Developing a social media strategy: Students will learn how to develop a comprehensive social media strategy aligned with business goals and target audience. They will understand the importance of setting objectives, defining target audience personas, choosing appropriate platforms, and creating content plans.
3. Content creation and curation: Students will learn how to create and curate engaging and relevant content for social media platforms. They will understand the principles of visual and written content creation, including graphic design, copywriting, and video production. They will learn how to tailor content to different social media platforms and engage with the target audience.
4. Social media advertising: Students will gain knowledge and skills in utilizing social media advertising to reach and engage target audiences. They will learn how to set up and manage social media ad campaigns, select targeting options, optimize ads for maximum reach and engagement, and analyze campaign performance.
5. Community engagement and management: Students will understand the importance of community engagement on social media. They will learn strategies for building and managing online communities, fostering meaningful interactions, and handling customer inquiries, complaints, and feedback effectively.
6. Social media analytics and measurement: Students will gain proficiency in using social media analytics tools and platforms to measure and analyze the performance of social media campaigns. They will learn how to track key performance indicators (KPIs), interpret data, and make data-driven decisions to improve social media marketing efforts.
7. Influencer marketing: Students will explore the role of influencers in social media marketing and learn how to develop influencer marketing strategies. They will understand how to identify, engage, and collaborate with relevant influencers to amplify brand reach and credibility.
8. Social media and branding: Students will understand the impact of social media on brand development and management. They will learn how to build a strong brand presence on social media platforms, maintain brand consistency, and leverage social media to enhance brand reputation and equity.
9. Social media crisis management: Students will learn how to effectively handle social media crises and negative feedback. They will understand the importance of proactive monitoring, swift response, and transparent communication during crisis situations.
10. Ethical and legal considerations: Students will explore ethical and legal considerations in social media marketing. They will understand privacy regulations, intellectual property rights, disclosure requirements, and other ethical considerations in social media marketing practices.