MKTG 200: Social Media Marketing. Social Media Marketing An Interactive Course

Transcription

1 MKTG 200: Social Media Marketing Fall Term 2012 Credits: 3 Prerequisites: None Meeting Time: Tuesdays and Thursdays, 11:30AM 12:45 PM Classroom: Schewel 134 Instructor: Dr. Ira Kaufman Office: Schewel 352 Office Hours: Tuesday 10:15-11:15AM, Thursday 10:15-11:15AM and by appointment. Office Phone: Kaufman@lynchburg.edu; ira9201@gmail.com (preferred) Moodle: Required: Barker, Barker, Bormann, Neher, Social Media Marketing: A Strategic Approach, South-Western, Mason, OH, 2013 Digital Alive Facebook Group- Mktg 200: Social Media Marketing Course Social Media Marketing An Interactive Course COURSE DESCRIPTION: Social Media Marketing is an interactive course on how to design, strategize, implement and evaluate a Digital Marketing Strategy for small and mid-size businesses and non- profits. Course Objectives Upon completion of the course students will: 1. Understand the impact of social media on business functions and social communities. 2. Study and discuss expert writings on social media 3. Analyze current social media cases 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 the Digital Media Revolution 5. Integrate the basic social media tools [Blogs, Facebook, Twitter, and YouTube] and optimize them with traditional marketing efforts 6. Propose the evaluation and return on investment (ROI) of these strategies 7. Present a Digital Marketing Brief to a nonprofit client 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. MKTG 200 Social Media Marketing Syllabus - Page 1 of 8

2 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 Personal Learning Journal Digital Alive Exercise Explore: Investigate the market environment Objectives: Understand the challenges and advantages of effective Social Media Marketing Personal Learning Journal Class Teaching Presentation 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 Marketing Brief Case Study Persuade: Convince others that your offering is viable Objectives: Manage a Social Media Marketing Strategy Digital Alive Analysis Team Project Marketing Brief Personal Learning Journal Engage: Objectives: Engage target markets in a competitive environment Team Project Marketing Brief Personal Learning Journal Video Brief MOODLE COURSE This is a Moodle-supported course. All course information and updates will be posted on the Moodle site as well as the Mkt 200 Facebook 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. MKTG 200 Social Media Marketing Syllabus - Page 2 of 8

3 FACEBOOK GROUP (closed) The MKTG 200 Social Media Marketing Course (closed Facebook Group) will be used for sharing, feedback,discussions and announcements. All students are expected to participant as part of their Personal Learning Journal. 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 following outlines the assessment criteria for this course. More details are provided in a separate handout, Assignments in Detail. Examination MKTG 200 will employ a final examination as a basis for evaluating student performance. General information about the exam follows below: Exam (20 pts.) A final examination will be administered in this course. This exam will be a case study, and will cover assigned readings, course discussion, and related materials. The final exam is open book, cumulative, and in-class. Projects and Assignments There will be a minimum of two writing assignments. 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. Class Teaching Presentation (10 pts) Each student will sign up with one/two other student(s) to be responsible for co-teaching approximately a 45 minute segment of a specific class (see Assignments in Detail). Team Project (35 pts) Design of Digital Marketing Brief for a local organization. The team is comprised of ~4 students. Team projects include four elements. (See Assignments in Detail) 1. Outline/Brief (5 Points) Two tasks a. Team Project Outline (1-2 pages) Why this organization will benefit from an Integrated Digital Marketing Strategy Team member tasks and timeline b. Video Brief (1-2 pages) Outine of proposed video project 2. Final Digital Marketing Brief (20 pts) Text with multimedia input 3. Team Member Evaluation- Each team member will evaluate other team members 4. Oral Client Presentation- (10 pts total; 2 pts of which determined by peer evaluation) MKTG 200 Social Media Marketing Syllabus - Page 3 of 8

4 Exercises (35 pts) Four exercises will encourage discussions of social media concepts 1. Personal Learning Journal (15 pts) Each student records journal entries in their blog concerning what he/she experiences during semester. One substantial blog post per week is required, related to and reflecting on the week's readings and class discussion. This will become your personal learning journal. One of these blogs will be in a video format (vlog). Also required: at least one thoughtful comment each week on the blog posts of other students. Discussion threads are encouraged via comments. More than one blog post per week is permitted but not required. All your blogs and comments are viewable only to our class participants. (See Assignments in Detail) 2. Digital Alive Analysis (5 pts) 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 a company or 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 studenst will present in class (7 min maximum). (See Assignments in Detail) 3. Case Study (5 pts) Each student will prepare an analysis for an organization developing a Digital Marketing Strategy. Students will be provided with an outline of the structure for the case analysis. (See Assignments in Detail) 4. Class Participation (10 pts) Participation is a critical aspect of this course. There will be formal and informal assignments which engender class participation (some graded and others as part of class participation). Students will be randomly called upon to outline one of the required readings. Students have the opportunity to evaluate their own contributions to the course. At the end of the semester students will submit a one page paper as justification for the grade they believe they deserve for class participation (0% -10%). Considering your input, I will assign the final class participation score. In an attempt to provide some guidance for this paper, I have outlined components of the class participation score (below). Students may use this criteria to determine their score for class participation or develop (and explicitly state) their own criteria for their class participation efforts. Students should be fair and honest in their evaluation of their participation. Students who inflate their class participation score are not likely to receive any benefit of the doubt. MKTG 200 Social Media Marketing Syllabus - Page 4 of 8

5 Class Participation Score Typical Class Participation Criteria Scale Description 10% An incredible leader in class discussion. Is completely prepared for every class discussion and is able to answer every question posed by the instructor. Student frequently initiates stimulating dialogue by asking thought-provoking questions and regularly brings in outside material to class to illustrate application of course concepts. Student is a role model for others in the class and always exhibits all of the qualities of a good customer (student) as discussed the first week of class. 9% An outstanding leader in class discussions. Always prepared for discussion of chapter topics and assigned readings. A frequent initiator of class discussion. Excels in interacting with classmates in a professional manner. Comments are focused, integrative, demonstrate preparation, and indicate active listening. Student continually exhibits the qualities of a good customer (student) as discussed the first week of class. 8% A consistent leader in class discussions. Almost always prepared to discuss assigned topic in class. A regular initiator of class discussion. Interacts with classmates in a professional manner. Comments demonstrate preparation and indicate active listening. Consistently exhibits the qualities of a good customer (student) as discussed the first week of class. 7% Quality participation based on sound preparation. Regularly responds to instructor s comments and questions. Also responds to comments of classmates. Occasionally takes the lead in class discussion. Often volunteers illustrations about the subjects being discussed. Regularly exhibits the qualities of a good customer (student) as discussed the first week of class. 6% Occasional contributions to class based on solid preparation. Occasionally responds to the remarks of the instructor and/or classmates. Rarely volunteers to begin a discussion. Generally exhibits the qualities of a good customer (student) as discussed the first week of class. 5% Seldom answers questions posed by the instructor. Responds to other students in active learning assignments when required to do so. Occasionally exhibits the qualities of a good customer (student). 4% Answers questions from the instructor if explicitly asked. Otherwise, does not take part in class discussions. Rarely exhibits the qualities of a good customer (student) as discussed the first week of class. 3% Shows up regularly to class but takes no part in classroom discussion. Seldom exhibits any of the qualities of a good customer (student) as discussed the first week of class. 0% Completely avoids any attempt to contribute to classroom discussion. (Seriously...would anyone who falls into this category actually take the time to write a paper stating this?) MKTG 200 Social Media Marketing Syllabus - Page 5 of 8

6 Course Evaluation Components: 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 Points Final Exam 20 Class Teaching Presentation 10 Team Project- Digital Marketing Brief 35 Final Team Brief 20 Oral Client Presentation 10 Team Outline- Video Brief 5 Exercises Personal Learning Journal 15 Class Participation 10 Digital Alive Analysis 5 Case Study 5 Total Points 100 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. 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. 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 find the book, The Elements of Style, helpful in improving your writing skills) MKTG 200 Social Media Marketing Syllabus - Page 6 of 8

7 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 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: MKTG 200, Kaufman, Case Name, day/month/year. Electronic submissions must be received by the time the class period (where they are due) would ordinarily begin. 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. 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, 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. MKTG 200 Social Media Marketing Syllabus - Page 7 of 8

8 MARKETING MATERIAL CAUTIONARY NOTE There may be materials used or presented in this course which some may find offensive or possibly derogatory in nature. These materials are being used to exemplify materials covered in the text and are not meant to be taken offensively by the student or professor. As you will note in the readings, the use of various materials by companies are used to gain attention or attract the consumer to its product or advertisements. As we review materials from other countries, the level of liberalism will vary greatly from that of the United States, both to the left and to the right. SPECIAL ACCOMMODATIONS: Lynchburg College is committed to providing all students equal access to learning opportunities. The Support Services office, located in Academic & Career Services (on the second floor of Hall Campus Center) is the campus office that works with eligible students to provide and/or arrange for reasonable accommodations. Students who have or think they may have a disability (e.g. attention, learning, vision, hearing, physical, psychiatric, or other applicable disability) are invited to contact the Support Services Coordinator for a confidential discussion: Arnold.sm@lynchburg.edu Additional information is available in the College catalog and on the Lynchburg College Disability Support Services website: Students already registered with Support Services, who have been given Accommodation Letters for the semester, are strongly encouraged to contact their instructor(s) as early as possible in the semester because accommodations are not retroactive. Students must request a new set of Accommodation Letters each semester by ing their request to the Support Services Coordinator and include the number of letters needed. 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 , 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 200 Social Media Marketing Syllabus - Page 8 of 8