Download MKT 409 - Digital Social Media COURSE DESCRIPTION

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Direct marketing wikipedia , lookup

Internal communications wikipedia , lookup

Marketing mix modeling wikipedia , lookup

Multicultural marketing wikipedia , lookup

Global marketing wikipedia , lookup

Street marketing wikipedia , lookup

New media wikipedia , lookup

Digital marketing wikipedia , lookup

Advertising campaign wikipedia , lookup

Youth marketing wikipedia , lookup

Viral marketing wikipedia , lookup

Green marketing wikipedia , lookup

Sensory branding wikipedia , lookup

Personal branding wikipedia , lookup

Social commerce wikipedia , lookup

Social media marketing wikipedia , lookup

Social media and television wikipedia , lookup

Transcript
MKT 409 - Digital Social Media
COURSE DESCRIPTION
Social media technologies are continuously transforming the ways consumers interact with each other and
firms. These changes constitute a fundamental shift in the marketplace--consumers have greater opportunities
to voice their opinions and connect with other consumers as well as an increased influence over marketers and
brands. As a result, the conventional approaches to marketing communications have become more and more
challenged. This puts an added emphasis on leveraging social media to engage consumers and propagate
ideas, messages, products, and behaviors. This course takes an in-depth look at the relationship between
media and human behavior, and examines how organizations capitalize on social media, and these consumerto-consumer interactions, to support their marketing efforts. Students will get hands-on experience creating
comprehensive social media strategies for active brands.
LEARNING OUTCOMES
Through successful completion of this course, students will:
 Understand what social media is, the various channels through which it operates, and its role in
marketing strategy
 Use principles of consumer and social psychology to develop social media content and campaigns that
engage consumers
 Draw on knowledge about word-of-mouth marketing to develop effective approaches for propagating
ideas, messages, products, and behaviors across social networks
 Measure the impact of a social media campaign in terms of a specific marketing objective