MKTG SOCIAL MEDIA MARKETING Spring 2015 Distance Education Course

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1 MKTG SOCIAL MEDIA MARKETING Spring 2015 Distance Education Course Professor: Dr. Ya You Office Hour: chat appointments by request only Course Materials Textbook: Social Media Marketing by Tracy L. Tuten & Michael R. Solomon. Pearson OAKS: lectures, required readings, assignments, quizzes, exams and grades will be posted on OAKS Required Software: Internet browser (e.g., Internet Explorer, Firefox, Safari, Google Chrome), Adobe Reader, Microsoft Word, Google Hangout (for chat purpose) Required Hardware: Computer with high speed internet access, sound card, microphone, and external speakers Please note that it is your responsibility to master OAKS functions (content, quizzes, dropbox etc.), and required software / hardware applications for course learning. Course Description and Objectives This course includes advertising, marketing, and communications strategies in the new media landscape where traditional and social media co-exist. The primary focus of this course is to understand the characteristics of social media, how to develop social media marketing strategies, and how to track their effectiveness. The objectives of this course: 1. To understand the characteristics of social media and how four zones of social media impact on firm performance and customer relationship; 2. To evaluate social media strategies used by companies and learn why some marketing communication strategies succeed but others fail; 3. To develop a social media marketing plan for a company/brand; 4. To learn how to measure the effectiveness of a social media campaign using appropriate metrics for tracking campaign performance. School of Business Learning Goals 1. Communication Skills: Students will demonstrate the ability, via both written and spoken word, to effectively present, critique, and defend ideas in a cogent, persuasive manner. 2. Quantitative Fluency: Students will demonstrate competency in logical reasoning and data analysis skills. 3. Global and Civic Responsibility: Students will be able to identify and define social, ethical, environmental and economic challenges at local, national and international levels. Students will also be able to integrate knowledge and skills in addressing these issues. 4. Intellectual Innovation and Creativity: Students will be able to demonstrate their resourcefulness and originality in addressing extemporaneous problems. 5. Synthesis: Students will demonstrate the ability to integrate knowledge from multiple disciplines incorporating learning from both classroom and non-classroom settings in the completion of complex and comprehensive tasks. 1

2 Online Course Study Tips It is essential that you stay up-to-date with this course. I will post/send due dates and reminders of assignments via OAKS announcement or , but it is your responsibility to make sure you do not get behind. Please note that assignments turned in later than the scheduled due date will NOT be accepted. Expect to spend about 6 hours per week viewing lectures, preparing assignments, taking quizzes, and studying for exams. Regularly check the course OAKS page. I recommend logging in at least three days per week. Regularly check the course Q&A Board. I recommend checking the board when you first log in, and before you log out. Ask questions related to course content and readings as they arise. Communication and Participation Communication is an essential part of learning and is especially important for success within a distance education course. For general questions that maybe benefit the whole class, you can post on Q&A Board. For personal questions, you can send me an . I will reply to your questions within 24 hours on weekdays and 48 hours on weekend. If you need to arrange a time to talk with me, I am available via Google Hangout. Please me to arrange an appointment in advance. You are expected to participate by responding to the instructor's questions as well as to provide comment on the responses of your classmates. Technical Issues Student OAKS tutorials are available on the OAKS webpage. If you have any problems related to the functioning of this course, please contact me immediately at [email protected]. If you have any technical problems, please contact the IT Helpdesk at (843) or [email protected] and Student Computing Support Desk at (843) or [email protected]. Please note that computer failure/unavailability does not constitute an excuse for not completing/submitting work by the due date. Grades Component Points Percentage Exam % Exam % Social Media Marketing Plan % Projects (16 points*5) 80 20% Quizzes (10 points *5) % Lecture Exercises (2 points *10) 20 5% Total % 2

3 Grades for this course will be assigned on the following scale: Grade A A- B+ B B- C+ C C- D F Points <240 Exams (200 points=100 points *2) There will be two non-cumulative exams. All the exams will consist of multiple choice and T/F questions. Normally, there are 30 multiple choice questions and 10 T/F questions for each exam. The exam must be taken on the scheduled date and time. No make-up exam will be offered except for documented emergencies (Please note that any request to do a make-up assignment should be made within 1 week after the assignment is given).you will have one attempt and one hour to take the exam on OAKS. Social Media Marketing Plan (50 points) Each group is required to prepare a detailed social media marketing plan for a company/brand of the group members choice. A written marketing plan should include situation analysis, social media marketing strategy and social media effectiveness measurement, etc. A detailed guideline and a sample work will be posted on OAKS. Projects (80 points=16 points *5) There will be 5 individual projects based on HBR cases. The case questions are designed to test your understanding about how social media marketing is applied in the real business world. Students will answer the assigned questions after reading the cases. This is designed to provide students with real hands-on experience to solve social media marketing-related problems, evaluate media strategies and make media-decisions. Please note that the link to purchase HBR cases: Quizzes (50 points=10 points*5) There will be 5 quizzes throughout the semester. Quizzes will contain multiple choice and true/false questions related to the relevant chapters and assigned readings. You will have 15 minutes to complete each quiz and only one attempt. Quizzes are designed to help you assess your mastery of the material and expose you to the type of questions you may expect to see on exams. All quizzes must be individual efforts. Lecture Exercises (20 points=2 points*10) There will be an exercise at the end of each chapter. You will answer these questions on the discussion board. A guideline for each exercise will be posted on OAKS. 3

4 Team Work & Evaluations A well-functioning group should be able to create several different perspectives, innovative ideas and powerful strategies. Thus, each of group members should recognize some basic principles. Firstly, you need to pull your weight and do your fair share of work. Secondly, you have to respect other people s point of view and be willing to listen and cooperate. Finally, one should be prepared for some stress and conflict when working in groups and learn how to best manage it in a way that is constructive and productive. For group work, if one member does not participate, he or she could not get any points (No free-ride!). Students need to submit peer evaluation form at the end of semester. Your individual grade for all group work may be adjusted according to the results of this peer evaluation. Your evaluations are confidential and will not be shown to anyone. General Policy Academic Honesty Policy Lying, cheating, attempted cheating, and plagiarism are violations of the Honor Code at CofC that, when identified, are investigated. Each instance is examined to determine the degree of deception involved. A student found responsible for academic dishonesty will receive a XF in the course, indicating failure of the course due to academic dishonesty. The student may also be placed on disciplinary probation, suspended (temporary removal) or expelled (permanent removal) from the College by the Honor Board. Students with Disabilities If there is a student in this class who has a documented disability and has been approved to receive accommodations through SNAP Services, please contact me about proper accommodations. 4

5 Tentative Course Outline* * Changes to the syllabus may be made to reflect the needs of the class. It is the students responsibility to stay aware of any changes made. Module Topics Required Reading Assignment/ Due Day 1 (Jan 12-16) Course Overview The Horizontal Revolution Chapter 1) HBR case: Social Strategy at Nike Project 1 (based on HBR case: Social Strategy at Nike) Exercise 1 (based on 2 (Jan 19-23) Social Consumers Chapter 3) DUE: Monday, Jan 19 (noon) Quiz 1 (Chapter 1+3) Exercise 2 (based on DUE: Monday, Jan 26 (noon) 3 (Jan 26-30) Digital Communities Chapter 4) HBR case: Sephora Direct Project 2 (based on HBR case: Sephora Direct) Exercise 3 (based on 4 (Feb 2-6) Social Community Chapter 5) DUE: Monday, Feb 2 (noon) Quiz 2 (Chapter 4+5) Exercise 4 (based on DUE: Monday, Feb 9 (noon) 5 (Feb 9-13) Social Publishing Chapter 6) HBR case: Pepsi Refresh Project Project 3 (based on HBR case: Pepsi Refresh Project) Exercise 5 (based on DUE: Monday, Feb 16 (noon) 5

6 6 (Feb 16-20) Exam 1 Exam 1 review guideline DUE: Friday, Feb 20 (noon) 7 (Feb 23-27) Social Entertainment Chapter 7) Project 4 (based on HBR case: Cisco) HBR case: Cisco Exercise 6 (based on 8 (Mar 9-13) Social Commerce Chapter 8) DUE: Monday, Mar 1 (noon) Quiz 3 (Chapter 7+8) Exercise 7 (based on DUE: Monday, Mar 16 (noon) 9 (Mar 16-20) Social Media for Consumer Insights Chapter 9) Project 5 (based on HBR case: Ford Fiesta) HBR case: Ford Fiesta Exercise 8 (based on DUE: Monday, Mar 23 (noon) 10 (Mar 23-27) Social Media Metrics Chapter 10) Quiz 4 (Chapter 9+10) Exercise 9 (based on DUE: Monday, Mar 30 (noon) 11 (Mar 30-Apr 3) Global Social Media Marketing Social Media Marketing Plan Chapter 2-Social Media Marketing Plan) Lecture/Slides (Global Social Media Marketing) Quiz 5 (Global SMM + SMM Plan) Exercise 10 (based on DUE: Monday, Apr 6 (noon) 12 (Apr 6-17) Social Media Marketing Plan Project Group meeting and preparing for Social Media Marketing Plan Project DUE: Friday, Apr 17 (noon) 6

7 13 (Apr 20-24) Exam 2 Review Exam 2 review guideline 14 (Apr 27-May 1) Exam 2 DUE: Friday, May 1 (noon) 7