Social Media Marketing - Advantages and Disadvantages

Transcription

1 Eastern Illinois University New Course Proposal MAR 3560, Social Media Marketing Agenda Item # Effective Fall 2015 Banner/Catalog Information (Coversheet) 1. X New Course or Revision of Existing Course 2. Course prefix and number: MAR Short title: Social Media Marketing 4. Long title: Social Media Marketing 5. Hours per week: 3 Class 0 Lab 3 Credit 6. Terms: Fall Spring Summer X On demand 7. Initial term: X Fall Spring Summer Year: Catalog course description: This course focuses on current strategies and tactics used to effectively deploy social media tools within the marketing function. It is designed to provide students hands-on experience with emphasis placed on a strategic approach to social media marketing. 9. Course attributes: General education component: None Cultural diversity Honors Writing centered Writing intensive Writing active 10. Instructional delivery Type of Course: X Lecture Lab Lecture/lab combined Independent study/research Internship Performance Practicum/clinical Other, specify: Mode(s) of Delivery: X Face-to-Face X Online Study Abroad X Hybrid, specify approximate amount of on-line and face-to-face instruction: A maximum of 49% of this course will be online. 11. Course(s) to be deleted from the catalog once this course is approved. None 12. Equivalent course(s): None a. Are students allowed to take equivalent course(s) for credit? Yes X No 13. Prerequisite(s): BUS 3470 or BUS 3100 or ENT 3500 and admission to the School of Business or to a minor offered by the School of Business or to the Advertising Minor or permission of the Associate Chair. a. Can prerequisite be taken concurrently? Yes X No b. Minimum grade required for the prerequisite course(s)?

2 c. Use Banner coding to enforce prerequisite course(s)? X Yes No d. Who may waive prerequisite(s)? No one Chair Instructor Advisor X Other (specify) Associate Chair 14. Co-requisite(s): None 15. Enrollment restrictions a. Degrees, colleges, majors, levels, classes which may take the course: A School of Business major, School of Business minor or Advertising Minor. b. Degrees, colleges, majors, levels, classes which may not take the course: None 16. Repeat status: X May not be repeated May be repeated once with credit 17. Enter the limit, if any, on hours which may be applied to a major or minor: 18. Grading methods: X Standard CR/NC Audit ABC/NC 19. Special grading provisions: Grade for course will not count in a student s grade point average. Grade for course will not count in hours toward graduation. Grade for course will be removed from GPA if student already has credit for or is registered in: Credit hours for course will be removed from student s hours toward graduation if student already has credit for or is registered in: 20. Additional costs to students: Supplemental Materials or Software: None Course Fee X No Yes, Explain if yes 21. Community college transfer: A community college course may be judged equivalent. X A community college may not be judged equivalent. Note: Upper division credit (3000+) will not be granted for a community college course, even if the content is judged to be equivalent.

3 Rationale, Justifications, and Assurances (Part I) 1. Course is required for the major(s) of Course is required for the minor(s) of Course is required for the certificate program(s) X Course is used as an elective 2. Rationale for proposal: This course has been created to better prepare students for the job market. Many employers are seeking to integrate social media components into their existing marketing programs. Thus, this course fills a growing need and is designed to prepare students for evolving industry demand in a growing field. This course is considered a relevant elective and is designed to enhance the value of the marketing curriculum. Marketing majors must have four marketing electives and this offering will provide our majors with more options from which to choose. In addition, MAR 3560 would not only serve to advance the academic experience of marketing majors, but it may also be used by non-marketing/business majors engaged in a business or advertising minor. 3. Justifications for (answer N/A if not applicable) Similarity to other courses: N/A Prerequisites: This course builds upon basic concepts in marketing. Thus, requiring a preliminary course in the field will greatly help the student understand how the marketing function can better operate by using social media tools. Principles of Marketing (BUS 3470), Survey of Marketing Principles (BUS 3100), and Entrepreneurial Marketing (ENT 3500) each cover basic marketing concepts to lay this important foundation. Co-requisites: N/A Enrollment restrictions: N/A Writing active, intensive, centered: N/A 4. General education assurances (answer N/A if not applicable) General education component: Not a general education course Curriculum: N/A Instruction: N/A Assessment: N/A 5. Online/Hybrid delivery justification & assurances (answer N/A if not applicable) Online or hybrid delivery justification: Given the nature of the course online (or digitally delivered) content is an expected component. Even if the course is taught face-to-face some aspects of the course require an online experience. Student s online learning experience will be determined by and subject to the instructor s teaching pedagogy. The online sections of the course will be taught by individuals successfully completing the OCDI training or meeting the other requirements of the technology-delivered course policy. Instruction: Lectures from the face-to-face courses may be recorded and posted online for students to view. Other online components such as tutorials, videos, games, or registration to social media networks may be required. Integrity: Students will take quizzes and exams through an online test-taking monitoring system, or they will take them supervised at a community college in their area. Interaction: At the discretion of the faculty, provisions and requirements would vary but generally will utilize , Web-Based Discussions, and Web-conferencing.

4 Model Syllabus (Part II) Please include the following information: 1. Course number and title: MAR 3560 Social Media Marketing 2. Catalog description: This course focuses on current strategies and tactics used to effectively deploy social media tools within the marketing function. It is designed to provide students with hands-on experience with emphasis placed on a strategic approach to social media marketing. 3. Learning objectives: Upon successful completion of this course, students will be able to 1. Identify various social media marketing platforms and their mode of operation. 2. Describe and properly apply social media marketing terminology and concepts. 3. Describe social media marketing strategies for brand management (personal, organizational, and company). (CT 2) 4. Discuss the role that social media play within the marketing function. (WR 1-2) 5. Describe how to use social media analytics for monitoring social media platforms. (CT 3) 6. Identify careers in the social media marketing field. (QR 2-6, WR 5) 7. Recognize ethical dilemmas and understand legal issues in using social media marketing. (RC 2,4) 8. Develop a social media marketing plan. (SL 1-7, WR 1-7) 4. Course materials: Barker, Melissa S., Donald I. Barker, Nicholas F. Bormann, and Krista E. Neher (2013), Social Media Marketing: A Strategic Approach. South-Western, Cengage Learning. Tuten, Tracy L. and Michael R. Solomon (2013), Social Media Marketing. Prentice Hall. 5. Weekly outline of content. Week(s) Class Content Weeks of coverage 1 Social Media Marketing Platforms Three 50 minute class periods 2 Social Media Marketing Strategy Three 50 minute class periods 3 Developing a Social Media Marketing Plan Three 50 minute class periods 4 Social Media Marketing Audiences/ Three 50 minute class periods Brand Communities 5 Social Commerce Three 50 minute class periods 6-7 Social Media Marketing Metrics/Monitoring Six 50 minute class periods 8-9 Social Publishing Six 50 minute class periods Social Entertainment Six 50 minute class periods Ethics in Social Media Marketing Six 50 minute class periods Exams, presentations, or other assessment measures. Six 50 minute class periods 16 Finals Week Total 6. Assignments and evaluation, including weights for final course grade. The grading scale may vary by instructor, but is generally considered as follows: 45, 50 minute class periods Grade Components Points Percent of Grade Exams 800 points 80 % Application-Based Assignments 100 points 10 % Group Project: Social Media Marketing Plan 100 points 10 % 7. Grading scale: Final semester grading scale: points = A; points = B; points = C; points = D; 599 points and below = F.

5 8. Correlation of learning objectives to assignments and evaluation. Objective Exams Assignments Group Project 1. X X X 2. X X X 3. X X X 4. X X X 5. X X X 6. X X 7. X X X 8. X Date approved by the department or school: October 1, 2014 Date approved by the college curriculum committee: 11/19/14 Date approved by the Honors Council (if this is an honors course): Date approved by CAA: 12/11/14 CGS: Not Applicable