MKT 200: Social Media Marketing

Transcription

1 MKT 200: Social Media Marketing Fall 2014 Credits: 3 Prerequisites: None Meeting Time: Tuesdays and Thursdays, 2:30AM 3:45 PM Classroom: Schewel 134 Instructor: Dr. Ira Kaufman Office: Schewel 352 Office Phone: Office Hours: Tuesday, Thursday 1:15-2:15 PM and by appointment. Kaufman@lynchburg.edu; ira9201@gmail.com (preferred) Facebook: Moodle: Google+ Community Blog Site: Text: Kaufman, Ira and Chris Horton, Digital Marketing : Integrating Strategy and Tactics with Values, New York, Routledge, Social Media Marketing An Interactive Course COURSE DESCRIPTION: This interactive course will focus on how to design, strategize, implement and evaluate a digital marketing campaign for small and mid- size organizations. An understanding of the opportunities and challenges of the Digital Media Revolution will be developed through readings, case studies, and hands- on activities. Students will learn how to use and optimize basic digital/social media tools [Blogs, Facebook, Twitter, YouTube, and LinkedIn] with traditional marketing efforts. Teams will launch a Digital Marketing Campaign. Course Objectives Upon completion of the course, students will be able to: 1. Explain the impact of social media on social communities. 2. Use social media to engage others in your message and product 3. Discuss expert writings on social media 4. Design a real time digital marketing program for a local client, in order to develop an understanding of how organizations can address the opportunities and challenges of digital media 5. Use and optimize basic social media tools [Blogs, Facebook, Twitter, Google+ and YouTube] 6. Propose the monitoring and evaluation of these tools MKTG Social Media Marketing Fall Page

2 The course utilizes a hands- on, participatory learning environment that is fun, practical and energizing. It will prepare students for the opportunities they will face in the business world in applying new media in their jobs. SCHOOL OF BUSINESS AND ECONOMICS GOALS This course will assist the students in developing proficiencies in communication, critical thinking, evaluating environmental change, and information technology. GOALS FOR EACH STUDENT 1. Think creatively and out of the box 2. Engage your passion and values in marketing 3. Think strategically and more comprehensively about marketing challenges LEARNING OBJECTIVES Inquire: Frame questions about the market environment Objectives: Acquire an understanding of how social media affects the business and social environment Digital Alive Exercise Explore: Investigate the market environment Objectives: Understand the challenges and advantages of effective Social Media Marketing Klout Influence Project Conclude: Make sense of the environment and its relationship to the company Objectives: Develop Social Media Marketing Strategy in a highly competitive environment Team Project Digital Marketing Campaign Case Study Persuade: Convince others that your offering is viable Objectives: Manage a Social Media Marketing Strategy Digital Alive Analysis Team Project Digital Marketing Campaign Engage: Objectives: Engage target markets in a competitive environment Team Project Digital Marketing Campaign Klout Influence Project MKTG Social Media Marketing Fall Page

3 MOODLE COURSE This is a Moodle- supported course. All course information and updates will be posted on the Moodle site as well as the MKTG 200 Google + site. It is your responsibility to remain current regarding assignments and course requirements. Any changes in reading assignments or due dates will be posted on Moodle at least one week in advance. Through Moodle and Facebook sites, you will have access to class materials from on or off campus. Please make sure you regularly check the site(s) for updates and announcements. Google+ GROUP The MKTG 200 Social Media Marketing Course (Google + community Connecting Us) will be used for sharing, feedback, discussions and announcements. All students are expected to participant as part of their. PEDAGOGY This course is based on your participation and experiences with social media and its effect on you and the business/social environment. It uses a combination of lecture, demonstration, case study, and presentation formats to provide multiple learning opportunities and points of view on the subject matter. In marketing, especially the teaching of marketing, we understand that one style does not fit everyone. Hence, I will intend to support your learning with multiple opportunities and approaches to the subject matter. I believe learning can and should be fun! EVALUATION You will be assigned a grade based on your performance on the following items. Individual and peer review will be incorporated into the evaluation process. The final grade for each participant in this course will be based on his or her performance in this course in the following areas: Assessment Process Class Participation Points 15 Team Digital Marketing Project- Video 10 pts. Oral Presentation 10 pts. Final Campaign Report 20 pts. 40 Digital Alive Analysis Klout Influence project Total Points MKTG Social Media Marketing Fall Page

4 Scale for Grades: A+ 98%+ B % C % D % A % B % C % D % A % B % C % D % Grades less than 60% are Fs. Please refer to the Catalog and/or the Hornet for a description of grades. Projects and Assignments The following outlines the assessment criteria for this course. More details are provided in a separate handout(s). Late submissions will be penalized as follows: An assignment one day late will be reduced one grade. Two days late will be reduced two letter grades, and so on. Course Requirements: Class Participation (15pts) Students are expected to be actively engaged in the classroom discussion. Your participation grade will be based on the quality (not quantity) of your contributions to class discussion, and on the insights and original thinking that you bring to the discussion. Contributions that illustrate the connections between presentations, and concepts that underlie social media marketing will be highly valued, as will challenges to conventional wisdom. (20pts) will be maintained throughout the semester as a place for discussions and in- class activities. Each student will create a Google+ account to post to the Mkt200 community blog. One word blog post is required every two weeks or three posts before and three posts after the midterm break. Comments on other students posts as well as posting on Course Facebook site will contribute to your grade. Digital Alive Analysis (10pts) Each student selects a social media marketing campaign that includes multiple marketing inputs (e.g., TV, blog, Facebook, video, print ads and billboards or social media contests) of an organization. Your analysis will utilize the SERVAS Benchmarks to evaluate how well the organization did in accomplishing their goal, communicating to their target markets and gaining the action desired. Include recommendations for alternative approaches. You will be required to prepare your analysis for submission online; selected students will present in class (7 min maximum). MKTG Social Media Marketing Fall Page

5 4. Klout Influence Project (15pts) Each student will apply social media engagement concepts via Facebook, Twitter, Google+, LinkedIn, YouTube, Instagram and blogs to raise their Klout score. Your grade will be determined by your Klout rating and a comparison with your initial baseline rating. (more details to follow) 5. Team Digital Marketing Project (40pts) This group project will require your team (2-3 students) to design and implement a digital marketing campaign. Your team will create a video targeting a particular service or product and post it on YouTube. You will then disseminate that content and try to make it go viral. Your product/service should be a brand that you are intimately familiar with and don t need to spend time researching in order to understand it. (e.g., Lynchburg College or School of Business and Economics or college club or local event). Your objectives are to raise awareness and generate interest in your product. Your team is requires to design a Digital Marketing campaign that can target any segment, geographic focus, and use any theme/message or digital media venues. It needs to include tools for monitoring your campaign as well as measuring the social impact (e.g., YouTube likes; Facebook, Twitter insights, inquires). Grade will be based on 10 pts. Video content and presentation 10 pts. Oral presentation (10 pts. total; 2 pts. of which determined by peer evaluation) 20 pts. Final Digital Marketing Campaign Report ATTENDANCE Attendance is expected at all class sessions. Keep in mind that there is a significant positive relationship between attendance, mastery of the material, and your score in class participation. If you cannot attend a class or fulfill an assignment, you are required to let the instructor know before the class via or phone message. More than two absences from class will affect your class participation grade. SUBMISSION OF WORK Assignments will be submitted online via Moodle. You will be required to keep a copy in case they get lost. All documents need to be presented in a professional manner including: one inch margin top, bottom, sides, double- spaced, in 11- or 12- point type (e.g., Arial) uses headings, page numbers, footnotes, references, etc. stapled, or otherwise bound together (not paper- clipped) includes all required pieces of information clearly specifies the student s name, class section, and assignment name paragraphs are appropriately formed, each with a topic sentence, and have an appropriate length (e.g., are not a full page or more) uses concise, clear writing, as well as proper spelling, grammar, punctuation, etc. (you may MKTG Social Media Marketing Fall Page

6 find the book, The Elements of Style, helpful in improving your writing skills) In the event you cannot attend a class (because of illness, weather cancellation, or for any other reason) where an assignment is due, you must submit your work as a file attachment to an e- mail message to the instructor or uploaded to Moodle. Attached files must have file names which make clear what class the file is being submitted for, who submitted it, what the nature of the work is, and the date. As example, a case study would have a file name like: MKTG200 Kaufman Assignment. Electronic submissions must be received by the time the class period (where they are due) would ordinarily begin. Late assignments will be docked one letter grade. CLASSROOM CONDUCT You are expected to comply with the behavioral standards for learning environments as described in the Hornet, specifically: Arriving on time. Being seated when it is time to begin and being attentive throughout. Refraining from engaging in conversations with others unless participating in group activities. Using a courteous tone when speaking. Using appropriate language. Refraining from leaving the event while it is in progress (except for illness or with prior approval). Treating others with respect. Refraining from eating. Drinks are ok; please clean up after you. Respecting the process of discussion and group activities. Leaving the facility in a neat and clean condition. ACADEMIC DISHONESTY Violations of the Honor Code will be dealt with harshly at the very least, you will receive a course grade of F. All individual assignments must be the student s own work and not part of a collaborative effort If you have any questions about whether or not something is acceptable (e.g., collaborating on an assignment), please inquire. CELL PHONE POLICY Students are expected to program their cell phones for silent notification while they are in class. Cell phones may not be used for any purpose during class, exams or other forms of assessment. TEXT MESSAGING IS NOT ALLOWED. The professor holds the right to confiscate cell phones that are being used during class. MKTG Social Media Marketing Fall Page

7 USE OF COMPUTERS This class will take place in SHWL 134, in which each student will have access to a computer. During class, the computers will be used exclusively for class- related work. NO random surfing, checking s, or searches. THERE ARE NO WARNINGS. Students not adhering to this policy will receive a reduced class participation grade. CLASS BEHAVIOR Students at LC maintain a very busy and full schedule, and there are times when students get into time crunch situations. Regardless of this situation it is inappropriate behavior to work on course materials, read materials not related to this course, or be engaged in activities which are distractive to the individual students or students around him or her. Any student involved in such activities will be dismissed from the classroom and said materials may be confiscated. SPECIAL ACCOMMODATIONS Lynchburg College is committed to providing all students equal access to learning opportunities. The Disability Services Coordinator (DSC), located in Academic & Career Services (2 nd floor of Hall Campus Center), works with eligible students with disabilities to make arrangements for appropriate and reasonable accommodations. Students registered with the DSC who receive letters outlining their approved accommodations are required arrange a meeting with each professor to discuss accommodations they wish to implement in individual courses. For information about requesting accommodations, please e- mail Julia Timmons, timmons.j@lynchburg.edu, phone (undergraduate) or Jessica Guggenheimer, guggenheimer@lynchburg.edu, phone (graduate). CONTACTING ME There are a variety of ways to reach me outside of class. My offices hours are posted. Messages can be left in my mailbox or by e- mail, Please contact me by ira9201@gmail.com (And yes, I do use text messaging but reserve that for family members only.) I prefer that you contact me at the office where I keep my course materials and records. If you need to contact me during the weekend or when not in the office, please me and leave a message and your phone #. My DROID is active 20/7; I will call or you back within 24 hours. FEEDBACK I hope you will share your thoughts and reactions to the course as we go through the term. Your feedback is important if I am to offer a course that will best meet your needs. I WILL DEPEND UPON YOU to tell me what is working (and what is not). PLEASE do not be shy about sharing your impressions, observations, and suggestions in a thoughtful manner. MKTG Social Media Marketing Fall Page