SYLLABUS. Instructor: Sheila Whitescarver-McKnight Phone:

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1 SYLLABUS Social Media Marketing (MKT 322) Section SF1, 6 January-19 April 2016 Spring 2016 San Francisco Campus Wednesdays 6:50-9:30 p.m. Instructor: Sheila Whitescarver-McKnight Phone: [email protected] Office hours by appointment Course Description This class immerses students in the marketing application of social media and other newly emerging media channels. The course covers the planning and integration of social media into marketing plans. Students will learn to set objectives, develop social marketing plans, integrate social media into overall marketing and communication plans, measure program results, utilize new media technologies and discuss the macro-environmental issues affecting social media. The class includes hands-on development of social media tactics and channels. This may require students to set up individual social media accounts. Prerequisites: MKT 300. Students should understand the principles of marketing management before taking this class. Recommended, but not required: MKT 321 Direct and Database Marketing and/or MKT 352 Digital Marketing and ecommerce. 2. Course Objectives After completing this course, students should be able to: Define different types of social media channels along with key trends in this evolving medium. Describe and apply best practices for utilizing various social channels in marketing plans. Research/ analyze audience behavior and needs in order to define target segments and develop appropriate marketing programs to achieve business objectives. Describe, and apply marketing techniques used in social/emerging media. Position these techniques within the overall integrated marketing communications program. Create social media marketing campaigns with targeted objectives & outcome measurements. Identify and define appropriate metrics of success for each medium. Describe macro-environmental issues of social media such as privacy, security, regulation, political impact, and new/emerging technologies. Demonstrate the ability to work collaboratively with a team to create and present a project. Demonstrate the ability to create and present a project as an individual contributor. You will receive 3 units of credit if you successfully complete this class. This means that you can expect to spend 2 hours 40 minutes in class and/or online each week plus an additional 8-12 hours each week completing homework and preparing for the next class. You can expect to Page 1 of 7

2 spend more time studying some weeks and less time other weeks, but overall you should expect to average between 11 and 15 hours each week on this class for the entire term. COURSE MATERIALS Required Text: Social Media Marketing: A Strategic Approach, 1 st edition. Barker, Barker, Bormann and Neher, 2013, South-Western, Cengage Learning, ISBN You may also purchase a digital edition of this text: Additional readings may be provided in via URLs, posted in elearning or in GGU s Electronic Course Reserve (ECR). Recommended resources The New Rules of Marketing & PR, 5th Edition. David Meerman Scott. Digital copy available online via the GGU Library. Trust Agents, Chris Brogan and Julien Smith. The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition, Lon Safko. Websites such as mashable.com and socialmediatoday.com. The course requires use of GGU s elearning, the World Wide Web, with the ability to send and receive attachments, and the ability to create and read documents in Microsoft Word, Excel, and PowerPoint. The student should have access to a mobile phone that, at a minimum, supports two-way text messaging. Having a phone with access to the mobile Internet is desirable, but not required. Access to video and audio equipment is also required. This requirement can be met through the use of handheld video equipment, your laptop or a cell phone which has audio and video recording equipment Grade Composition Item % of Grade Attendance and Class Participation (15 weeks at.8% per week) 12% Exams/Quizzes 14% Social Media Marketing Campaign Evaluation - Presentation (Individual) 14% Marketing Projects (Individual 5 projects, 6% each) 30% Final Project (Group) 30% Total 100% Page 2 of 7

3 At the graduate level, students should, on average, perform at a B level. A grade of B means you are meeting the basic expectations for this course. This is superior to the average work of an undergraduate. A grade of B means you study the material and understand it. You expand your understanding by using additional materials beyond the textbook. You participate constructively in all discussions, enhancing your learning and those of other students. Your written work is presented on time and is written well. (B- = %; B= %; B+ = %) Work that is superior to the average graduate student earns an A. Superior work has greater depth and application and is very well-written. A grade of A means the instructor considers your work excellent and of a distinguished professional caliber. (A- = %; A= %) Work that does not meet the basic expectations of a graduate student earns less than a B. While C is a passing grade, it indicates your work is of lower quality than expected for the graduate level and would not be acceptable in a professional setting. (C- = %; C = %; C = %; D -= %, D= %. D+ = %, F=<60%) Attendance and Class Participation: Attendance is critical to your success in this class. The inclass experience, coupled with experiences on the web, will enhance your understanding of the books, readings and assignments. Lectures, video cases and then input from your peers will help you question and further grow your knowledge of marketing. Class participation is required. Proactive and voluntary quality participation in the classroom is highly desired. This can be exhibited through targeted and thoughtful questions, as well as participating in discussions. Students should read the assigned readings before each class. The class format is one of active learning, rather than memorization. We may also communicate, share information and participate via social channels outside the class environment (e.g., via Twitter, Facebook, etc.). Students will be expected to monitor our class social channels and participate in these online conversations. Online Quizzes: Quizzes are open book and open note but can be taken only once, must be completed in a single session and are time-limited. Social Media Marketing Campaign Evaluation: Individual students will evaluate and present to the class a social marketing program or campaign they feel represents a strong use of social channels by a brand, company, service, cause, organization, etc. Additional guidelines will be provided. Marketing Projects using social media: Each student will create five marketing campaigns for social media such as a blog, Twitter campaign, Facebook page, etc. The campaign will likely be for the student s targeted industry or area in which s/he wants to work. Students may be asked to present their projects in class. Final Project Social Media Marketing Plan: Student teams will develop a social media marketing plan for a product, service, brand or organization. A portion of your final project grade Page 3 of 7

4 will be based on team participation and contribution as graded by your teammates. More information on team formation and the final project will be provided during the semester. INDIVIDUAL ASSIGNMENTS: Most assignments in this course are individual ones that you must complete yourself. However, the technical requirements of creating the social media can be significant and you may work with other students on the technical creation of your projects. MISSED OR LATE ASSIGNMENTS: In extreme circumstances, students may submit late assignments, but only when pre-arranged with the instructor. Late assignments may result in the reduction of the grade and a substitute assignment because other students will have submitted and received feedback from the original assignment. Missed assignments will result in a grade of zero (F) for that assignment. WRITING & LANGUAGE: Marketing requires the ability to communicate clearly and effectively. You must be able to write, understand and speak English at the graduate level. All written assignments will be evaluated for clarity of writing, critical analysis of issues, proper use of references to support positions, quality and diversity of sources, and extent to which it addresses the issues specified in the assignment. Written work that is unclear or difficult to understand will result in a lower grade. The instructor may require a rewrite of the assignment with an associated grade reduction penalty. If you need assistance with writing the Writing Lab at the San Francisco Campus provides dropin help and by appointment free of charge. The Online Writing Lab (OWL) is available for students online. UNIVERSITY INTEGRITY AND PLAGIARISM POLICY: **All work must be your own.** Golden Gate University requires that students be honest in their academic work. Cheating and plagiarism are serious offenses. Either is a basis for a failing grade. There are no extenuating circumstances. Definitions of academic dishonesty, identification and reporting procedures, academic and administrative sanctions and appeal procedures are outlined in detail at Read this carefully: it explains plagiarism and cheating and provides useful examples. If you draw from the work of others, such as from books or journals or magazines or web sites, that source must be stated. If you wish to insert a direct quote, that is good, but it must be set off either in quotation marks or indented. It is also OK to "paraphrase" (change the wording somewhat) work from another source, but again - that source must be identified. It is good to draw from other sources. It is fine to quote liberally from journals, books, and websites, so long as you disclose exactly where the material came from. It may be tempting to find work on the web that addresses issues in the class, and to copy parts of it for submitting as your work. This can and will be detected. The penalty for submitting the Page 4 of 7

5 work of others without identifying it as such is a failing grade on the assignment. Repeated instances will result in a failing grade for the course. ACCOMODATIONS If you require accommodations due to a disability, please notify the instructor and GGU s coordinator of disability services by 13 January ABOUT THE INSTRUCTOR Sheila Whitescarver-McKnight, adjunct faculty in the Marketing Department of the Ageno School of Business at Golden Gate University, is a marketing professional with over 20 years of experience in marketing, sales, management and entrepreneurship. She is a Bay Area consultant helping start-ups and entrepreneurs with feasibility analysis, social media marketing, and business development. Sheila s experience spans across many sectors from professional services for corporate law where she worked in marketing intelligence, to for-profit education marketing, and retail, real estate, and hospitality. Her interests and research are in Internet marketing, technology and innovation. Sheila earned her Master s degree in Economics from University of California at Santa Barbara where she focused on business and economics. Sheila has 10 years of college teaching experience in entrepreneurship, management, marketing, finance, accounting, and economics. Sheila resides in Larkspur with her two children, but she also has a horse farm in Pescadero where she works with her husband in marketing for the horse show industry. She offers training and retreats in personal and professional development and is a certified yoga teacher. Course Outline Complete all assigned reading or activities PRIOR to class. Unless otherwise noted, all classes will be held on Wednesday, from 6:50pm 9:30pm. This schedule and topics may be subject to change. Any changes will be announced in class, via , or online. Week Date 1 6 Jan Jan Main Topic INTRODUCTION and SYLLABUS REVIEW Introduction to social media and its role within marketing SOCIAL MEDIA MARKETING OVERVIEW Goals and Strategies Social Channels as part of the Activities & Assignments Complete Personal Data Sheet (in class) Read chapters 1, 2 and 4 in text, articles posted on elearning. Discuss Social Marketing Campaign Evaluation project sign up for presentation dates Page 5 of 7

6 3 20 Jan 4 27 Jan 5 3 Feb 6 10 Feb 7 17 Feb 8 24 Feb 9 2 March broader marketing plan Rules of Engagement in Social Media. TARGET AUDIENCES, CONTENT MARKETING Target Identification, Definition What is Content Marketing and why is it important? BLOGS Blogs as content Blogs as a marketing channel MICROBLOGGING/TWITT ER Twitter background Twitter as a marketing channel Fundamentals SOCIAL NETWORKS: FACEBOOK Facebook background, fundamentals Facebook as a marketing channel SOCIAL MEDIA MARKETING PLANNING Creating a Social Marketing Plan - Setting Objectives through Measuring Success SOCIAL NETWORKS: LinkedIn LinkedIn background, fundamentals LinkedIn as a marketing channel Utilizing LinkedIn for your career CONTENT: Video and Visual Content Video and Images as Content Marketing Discuss Final Project Team assign teams Describe your Target Industry interest area in elearning, Short essay on the topic: My experience with social media Read chapter 3 in text, plus articles posted on elearning, Appendix (XYZ Coffee Company Social Media Marketing Plan) in text. Marketing Project 1: Establishing Marketing Goals and Strategies Read chapter 5 in text, plus articles posted on elearning Marketing Project 2: Marketing via Blogs Read chapter 11 in text, articles posted on elearning Marketing Project 3: Marketing via Twitter Read chapter 10 in text, articles posted on elearning Marketing Project 4: Marketing via Facebook Read chapter 15, articles posted on elearning Review Final Project: Creating a Social Marketing Plan. Online Quiz Read articles posted on elearning. Text TBD. Marketing Project 5: Marketing via LinkedIn Read chapters 8 and 9 in text, articles posted on elearning Page 6 of 7

7 10 9 March March March March 14 6 April April Creating video content CONTENT: Other forms of Content Publishing SOCIAL MEDIA MARKETING PLANNING Creating a Social Marketing Plan Review in context of course content to date MOBILE AND LOCATION MARKETING Mobile as a force in Business and Marketing Mobile Trends Monitoring Performance Measurement & Analytics Key principles of monitoring performance Measurement tools and techniques MANAGEMENT TOOLS Tools for managing social marketing channels SUMMARY AND WRAP UP Using Social Media for your career Read chapter 6 and 7 in text, articles posted on elearning Read chapter 15, articles posted on elearning Review Final Project: Creating a Social Marketing Plan. Read chapter 13 in text, articles posted on elearning Read chapter 14 in text, articles posted on elearning Read articles posted in elearning. Text TBD. Work on Final Projects Submit Final Projects Presentation/Discussion of Final Projects Page 7 of 7