DMC 3190 - SOCIAL MEDIA MARKETING, BRAND AWARENESS, AND ENGAGEMENT

credits: 3.0
Crosslisted/Same As: MKT 3190
The average consumer spends 2.5 hours per day on social media sites. This course explores how to effectively use social media to move those consumers to action. In order to be a successful marketer, you must be able to plan a campaign that aligns with strategic goals, execute using the appropriate channels and tactics, and measure the success or failure of your efforts. By the end of this course, you will learn how to do just that. Course Topics: Fundamentals of Social Media: What is social media and how is it different from traditional media? Students will explore the social media value chain by learning the relationships between social media channels, social software and the devices used for access and participation. Students will also become familiar with the roles and responsibilities of social media consumers, communities, and influencers. Social Media Marketing Strategy and Planning: Social media goals and objectives must align with organizational goals and objectives to be successful. Students will learn how to align social media plans with strategic planning and build effective social campaigns. Social Media Analytics and Return on Investment: Monitoring the effectiveness of social media campaigns is vital to ensuring organizational success. Students will learn how to create smart goals, identify key metrics, track results, and calculate ROI. Creating A Social Media Marketing Plan: What are the elements of a good marketing plan? How do you select targets, channels, and measurables? How do you update your plans? Students will learn the key practical components of creating and executing a social media marketing plan. Social Media Content Fundamentals: Part of a marketer’s success stems from their ability to identify, requisition, or craft content that engages users. Students will learn the fundamentals of content creation to drive engagement. Objectives: A) Evaluate current social media marketing landscape and identify relevant trends; B) Identify and generate detailed consumer personas according to defined brand identity and targeted research; C) Define measurable goals, metrics, and key performance indicators for social media marketing plans; D) Assess content creation decisions based on target key performance indicators and performance analytics; E) Build and deliver compelling social media marketing content using industry-standard tools and best practices; F) Formulate hypotheses for social media testing based on key performance indicators; G) Analyze social media performance data utilizing analytics tools to inform marketing strategy. Method of Instruction: On-line. Method of Evaluation: Onboarding Assignments 5%, Weekly Assignments 15%, Discussions 10%, Quizzes 10%, Hubspot Certification Exam 10%, Midterm Project 10%, Final Project 40%.

Prerequisite(s): MKT 2250 PRINCIPLES OF MARKETING AND DMC 3000 INTRODUCTION TO DIGITAL MARKETING OR MKT 3000 INTRODUCTION TO DIGITAL MARKETING OR DMC 3390 DIGITAL MARKETING ANALYTICS AND EXPERIMENTATION OR MKT 3390 DIGITAL MARKETING ANALYTICS AND EXPERIMENTATION.