SOCIAL MEDIA MARKETINGMGMNT-X A

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1 Page 1 of 6 UCLA UCLA EXTENSION BUSINESS, MANAGEMENT, & LEGAL PROGRAMS MARKETING AND BUSINESS COMMUNICATIONS SOCIAL MEDIA MARKETINGMGMNT-X A Spring 2015 Section 1 4 Credits 04/01/2015 to 06/10/2015 Modified 04/01/2015 MEETING TIMES Class Meeting Wednesday, 6:30 PM to 9:30 PM, UCLA: 4000A Math Sciences April 1 - June 10; 11 meetings total. CONTACT INFORMATION Instructor: Bilal Kaiser bilalkaiser+ucla@gmail.com (mailto:bilalkaiser+ucla@gmail.com) Phone: UCLA Extension Office of Instructional Enhancement Support: support@unexonline.zendesk.com (mailto:support@unexonline.zendesk.com) Phone: Toll-free at (866) (US only) or (310) Monday - Friday, 8am to 6pm (Pacific Time). Website: ( The UCLA Extension course management team assists both students and instructors with Canvasrelated technical support, as well as general administrative questions.

2 Page 2 of 6 For support on learning more about Canvas or addressing a technical issue: Click on the Help link in the upper right corner of the screen from within the Canvas LMS, where you can chat live with a live technical support agent or submit a ticket for assistance. Or visit the Canvas Help Center: ( DESCRIPTION This course looks at the new channels of marketing, advertising, and communication that make up social media and the Web, exploring how these tools fit into a company's traditional integrated marketing strategy. Using case studies, real-world examples and guest speakers from large corporations and small businesses, students explore how marketing professionals embrace established and emerging social networks, and leverage content across channels to create brand awareness and buzz. Learn practical tips and techniques, as well as see the bigger picture, to help successfully utilize social media marketing for your own environment and purpose. Internet access required to retrieve course materials. While in-depth knowledge of the social media marketplace is not required for this course, some familiarity with the digital ecosystem is recommended. OBJECTIVES Critically evaluate various established and emerging social media platforms, and determine their uses, limitations, challenges and drawbacks. Analyze how social has impacted marketing and branding for businesses, and how brands are built and enhanced via digital media. Understand KPIs associated with social media platforms and how to measure and evaluate the success of a digital campaign. Comprehend legal implications of doing pretty much anything online and the limitations for businesses and major corporations. Gain insight into social marketing departments at major corporations via guest speakers/panels. OUTCOMES Evaluate specific marketing campaigns use of social media and gain key takeaways for future projects. Successfully and smartly integrate social media into a marketing campaign. MATERIALS

3 Page 3 of 6 DELIVERABLES Deliverables/Assignments: Homework assignments 2-3 homework assignments based on reading assignments and industry developments (e.g., recap of F8, the Facebook developers conference, or writeup on unique campaign/program/promotion in the marketplace) Quizzes 1-2 quizzes unannounced quizzes on reading or industry developments Final project: Working in groups, students will create a social media marketing plan for a product and present it to the class. Grading will be based on: Originality/creativity/vision of campaign Smart use of social media as anchor of marketing campaign Demonstrated understanding of social platforms and the unique challenges of each EVALUATION Criteria Course grades will be based on participation and completion of assignments as follows: % Item Class participation Homework assignments Quizzes Final project Breakdown Grading Scale: = A = B = C = D Below 60 = F

4 Page 4 of 6 Please note that ALL COURSE GRADES ARE FINAL. COURSE POLICIES Expectations Students are expected to: Actively participate in class discussions Complete all readings and homework as assigned Be on time Communicate respectfully to instructors and fellow classmates Utilize professional level English in presentations and written assignments Course Format: Web-Enhanced This course is primarily conducted through in-person course sessions, using Canvas (the learning management system at UCLA Extension) to access materials provided by the instructor. Course materials delivered through Canvas may include: Course announcements and communications Readings, links, videos, and other media Assignment submission areas and grades Please note that no hard copies of course materials will be made available in class; please print any reference materials necessary in advance of your course session. It is your responsibility to be aware of all assignments, due dates and guidelines. Note the following points about online course components at UCLA Extension: Students must have basic computer skills, including the use of word processing software, , and the ability to use internet browsers such as Firefox, Safari, or Chrome in order to complete activities and assignments in Canvas. Students should familiarize themselves with Canvas and are responsible for meeting the minimum technical requirements for using Canvas. For more information about the Canvas learning management system, please visit: ( For information about the technical requirements for web-enhanced courses, please visit: (

5 Page 5 of 6 Planning Your Study Time To plan your study time, it is estimated that you will spend 3 hours per week "in class" with the instructor and approximately 7 additional hours per week outside of class studying for exams, reading, and completing assignments. Depending on the extent of your academic preparation and recent college-level coursework in this topic area, the amount of study time needed may vary considerably. Incompletes The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is the student s responsibility to discuss with the instructor the possibility of receiving an I grade as opposed to a non-passing grade. The student is entitled to replace this grade by a passing grade and to receive unit credit provided they complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an I does not entitle a student to retake all or any part of the course at a later date. INSTITUTIONAL POLICIES Student Conduct Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or theft or misuse of the intellectual property of others or violation of others' copyrights. Students are encouraged to familiarize themselves with policy provisions which proscribe these and other forms of misconduct at: ( Services for Students with Disabilities In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistivelistening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical

6 Page 6 of 6 documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension s Services for Students with Disabilities at (310) or by at access@uclaextension.edu (mailto:access@uclaextension.edu). For complete information see: ( SCHEDULE