10104162Advanced Social and Mobile Marketing
Course Information
Description
This course will build on social media foundations learned in Social Media Marketing as students focus on how social media intersects with mobile and digital channels. We will investigate advanced social media strategies, SMS/MMS, mobile apps, geo-targeting, mobile advertising and new and emerging social and mobile platforms.
Total Credits
3
Course Competencies
  1. Explore the realm of social and mobile marketing including key terms, operating platforms, history, and relationship to marketing.
    Assessment Strategies
    By preparing a written assignment
    By taking a written exam
    Criteria
    You demonstrate a thorough understanding of mobile operating platforms.
    You outline in detail the relationship of key terms to marketing.
    Your assignment is well organized.
    Your assignment evidences correct grammar, punctuation, and spelling.
    Your main ideas are relevant, appropriate, and accurate.
    Each main idea is developed in a paragraph.
    Each main idea is developed using supporting material.
    You complete a written assessment of marketing terms (multiple choice).

  2. Analyze current and emerging trends in mobile and their impact on marketing strategy.
    Assessment Strategies
    By writing an essay and/or wiki on current and emerging trends.
    By completing weekly reading and a reading comprehension assessment.
    Criteria
    You research and share a current trend.
    You provide a complete assessment of a current trend.
    You support your work with a clear relationship to marketing.
    Your work contains current sources and data.
    Your work is neat and attractive.
    Your introduction includes a clearly stated thesis.
    Your introduction explains the main ideas.
    Your main ideas are relevant, appropriate, and accurate.
    Each main idea is developed in a paragraph.
    Each main idea is developed using supporting material.
    Your essay arguments are based on logical assumptions.
    Your essay arguments are to the point.
    Your essay includes an interesting and thoughtful closing statement.
    Your essay evidences correct grammar, punctuation, and spelling.
    Your essay is neat and presentable.

  3. Analyze the ethical and legal considerations of mobile marketing usage.
    Assessment Strategies
    By providing a critical review essay of a current legal case.
    By completing an online ethics discussion board.
    Criteria
    Your essay includes main ideas are relevant, appropriate, and accurate.
    Each main idea is developed in a paragraph.
    Each main idea is developed using supporting material.
    Your essay arguments are based on logical assumptions.
    Your essay arguments are to the point.
    Your essay includes an interesting and thoughtful closing statement.
    You enter into class online discussions and provide insight on a current marketing ethical dilemma.
    You give include documentation/citations on the real life ethical situation.
    You offer suggestions on how to overcome ethical issues in marketing.
    You engage in the electronic learning forum.
    You demonstrate an understanding of how ethical issues can arise from mobile marketing strategies.
    You offer questions or comments via discussion to peer posts.

  4. Construct a marketing plan(s) to demonstrate understanding of mobile marketing strategy and tactics.
    Assessment Strategies
    Written product: integrated marketing communications plan
    Written product or presentation
    Criteria
    Your plan includes a SWOT analysis.
    Your plan includes a positioning statement.
    Your plan identifies the integrated marketing communication mix.
    Your plan incorporates mobile marketing as a key tactic.
    Your clan includes key measurement and assessment for success.
    Your plan is presented to the class in a professional format.
    Your presentation contains suitable graphics and support materials.
    Your plan includes a calendar of events and objectives.
    Your plan evidences correct grammar, punctuation, and spelling.
    Your plan is neat and presentable.
    You use acceptable language.
    Your presentation purpose is clear.

  5. Explore the reasons why mobile devices are used by marketers and their resulting impact on marketing communications decisions.
    Assessment Strategies
    By preparing a written response to a case study.
    By completing a series of deep dive assignments.
    Criteria
    Your case study response demonstrates a thorough understanding of relevant aspects of the case.
    Your case study response outlines in detail the decision selected by the learner.
    Your case study response includes an explanation of why the decision was selected.
    Your case study response is supported by relevant evidence.
    Your case study response is well organized.
    Your case study response evidences correct grammar, punctuation, and spelling.
    You research and share a mobile marketing deep dive tool with the class.
    You identify specific mix elements and components of each mobile mix tool.
    Your assessment includes a relationship to marketing strategy and objectives.
    You are able to give specific examples of organizations successfully using mobile marketing mix tools.
    You demonstrate a clear understanding of deep dive tools through peer assessment.

  6. Evaluate mobile site design.
    Assessment Strategies
    Written product
    Criteria
    You assess the pros and cons of a mobile website versus an app
    You demonstrate the steps to assess the marketing needs with recommendations of mobile websites
    You describe mobile website operating platforms
    Your assignment is well organized
    Your assignment evidences correct grammar, punctuation, and spelling

  7. Explore the contemporary landscape of social media marketing
    Assessment Strategies
    Written product
    Criteria
    Analyze the role of influencers in social media marketing
    Describe the use of analytics in social media marketing
    Identify the tools used to deploy social media marketing
    Use an ad manager as a marketing research tool
    Explore the use of digital marketing research in breaking stereotypes
    Use digital marketing research tools when making decisions (e.g., trends)