Download MKT 409 - Digital Social Media COURSE DESCRIPTION

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MKT 409 - Digital Social Media
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.
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