10104114Social Media Marketing
Course Information
Description
This course provides an overview of the impact of social media technologies on marketing strategies. Current social media tools/platforms and their business applications, strategy insights, creative development, and ethics will be covered along with the development of a social media marketing plan. Students will also evaluate marketing strategies from a global perspective. 
Total Credits
3
Course Competencies
  1. Summarize the benefits social media marketing
    Assessment Strategies
    Written Objective Test
    Product
    Criteria
    Explain how social media has evolved
    Describe how social media has disrupted traditional marketing
    Define Paid, Owned and Earned media
    Explain the advantages of social media marketing
    Discuss the evolution of social media and how it has impacted traditional marketing strategies
    Describe the benefits and Paid, Owned and Earned media and how they interact
    Discuss the importance of social media marketing to an overall marketing strategy
    Analyze social media marketing and its evolution from a cultural and global perspective

  2. Determine the characteristics and tactics of an effective social media marketing strategy
    Assessment Strategies
    Written Objective Test
    Product
    Criteria
    Learner creates a social media content calendar
    Learner analyzes social media performance of a company
    Learner outlines a social media marketing strategy for a company
    Learner achieves a grade of 70% or better on assigned assessment(s) by the posted deadline
    Conduct a social media audit
    Identify goals, objectives and metrics for a social media marketing strategy
    Determine resources, roles and responsibilities
    Utilize social media content calendar to schedule posts
    Explain the impact of social audiences from an inclusive and diverse environment

  3. Determine the characteristics and tactics of effective social media content strategies on each social network
    Assessment Strategies
    Written Objective Test
    Simulation
    Reflection
    Criteria
    Create a buyer persona
    Create posts for Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, and other current social media platforms
    Analyze business profiles across multiple platforms
    Write the content to be published following the content calendar plan
    Review metrics of the posts in relation to the strategy plan
    Execute strategy in simulation within guidelines specified by the instructor
    Identify target market and persona
    Establish a tone of voice
    Describe the components of a post on Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, other current social media platforms
    Describe how to build an audience on Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, other current social media platforms
    Explain how to make cohesive, long-term content across multiple platforms
    Explain the creation and optimization of business profiles on each social network
    Track performance and adjust on simulation

  4. Investigate media advertising on each social network
    Assessment Strategies
    Product
    Written Objective Test
    Simulation
    Criteria
    Discuss why companies use social media advertising
    Explain how to advertise on multiple social media platforms
    Analyze ad performance in simulation
    Create ads in simulation within guidelines specified by the instructor
    Identify the benefits of social media advertising
    Explain targeting options, ad objectives, types of ads, and how bidding works, and on Facebook, Instagram, Twitter, Snapchat, Pinterest, and YouTube
    Discuss best practices for social media advertising
    Measure social media ad effectiveness

  5. Create a Social Media campaign
    Assessment Strategies
    Written Objective Test
    Simulation
    Criteria
    Analyze social media campaigns of multiple companies
    Outline an integrated campaign for a company
    Create social media campaign in simulation within guidelines specified by the instructor
    Evaluate successful and failed examples of social media campaigns
    Explain the importance of Integrated Marketing Communications
    Define the AIDA model
    Summarize the 10 steps that should be taken before launching a campaign, the 3 steps that should be taken during a campaign and the 4 steps to be taken after a campaign
    Identify inclusive marketing tactics that reflect and resonate with diverse audiences

  6. Determine the role of influencer marketing in a social media campaign
    Assessment Strategies
    Written Objective Test
    Simulation
    Product
    Criteria
    Calculate engagement rate, reach and cost for influencers
    Analyze influencer profiles to select best match for company
    Utilize influencers in simulation within guidelines specified by the instructor
    Identify types of influencers
    Discuss how to choose the appropriate influencer for your company
    Define the role of a social media influencer
    Summarize the benefits and power of influencer marketing
    Discuss social media influencer marketing strategy
    Identify influencers that reflect diversity of identities and cultures, including underrepresented populations

  7. Evaluate effective social media policies and crisis response plans
    Assessment Strategies
    Written Objective Test
    Product
    Criteria
    Evaluate multiple companies' responses to a crisis
    Explain how you would handle a crisis online
    Describe a social media policy
    Discuss social media policies and their importance
    Evaluate social media policies
    Explain the components that should be included in a social media policy
    Explain the components of a crisis response plan
    Discuss strategies when handling a crisis online Discuss various crisis response strategies

  8. Determine the activities involved in creating a social selling plan
    Assessment Strategies
    Written Objective Test
    Product
    Criteria
    Learner lists the steps involved in implementing a social selling strategy
    Learner achieves a grade of 70% or better on assigned assessment(s) by the posted deadline
    Define social selling
    Discuss the shift towards social selling in the sales industry
    Describe the benefits of social selling across all stakeholders
    Discuss how to implement a social selling strategy within an organization

  9. Analyze the effectiveness and ROI of social media campaigns using analytics
    Assessment Strategies
    Written Objective Test
    Simulation
    Criteria
    Define ROI, conversion rate, reach and impressions
    Calculate ROI, conversion rate, reach and impressions
    Use analytics to make decisions in simulation within guidelines specified by the instructor
    Learner achieves a grade of 70% or better on assigned assessment(s) by the posted deadline
    Explain the social media Return on Investment and how it is calculated
    Evaluate tools and resources needed to measure social ROI
    Describe how to use Google Analytics to improve social ROI