MKTG 2500 Syllabus

Subject Code

MKTG

Course Number

2500

Course Title

Exploring Social Media

Prerequisites

MKTG 1100 with a grade of C or higher

Corequisites

None

Terms Offered

Offered Summer

Credit Hours

(3-0-3)

Course Description

This course explores the environment and current trends of social media as it relates to marketing functions. Topics include the history of the Internet and social media, social media dashboards, legal issues of social media, outsourcing vs. in-house administration, and the current social media ecosystem including applications in the following areas: communication, collaboration/authority building, multimedia, reviews and opinions, and entertainment.

Course Outcomes

History of Social Media

  • Describe the history of social media.

History of the Internet

  • Describe the history of the internet.

Comparisons of Traditional and Social Media

  • Understand the differences between traditional and social media.

Current Social Media Ecosystem

  • Identify the categories of social media applications: communication, collaborative/authority building, multimedia, reviews and opinions, and entertainment.
  • Understand how the social media environment functions as an ecosystem.

Application of Marketing Principles In Social Media

  • Understand how marketing principles are being applied to social media applications.

Choosing Social Media Applications

  • Choose the best social media application for a determined marketing objective.

Comparisons of Customer Experience Management (CEM) and Customer Resource Management (CRM)

  • Explain the differences between customer experience management (CEM) and customer resource management (CRM)

Social Media Dashboard Applications

  • Understand how the most common social media dashboards function.

Legal Issues of Social Media

  • Describe the legal issues of using social media for marketing.

Comparison of In-House and Outsourcing Social Media Functions

  • Describe the advantages and disadvantages of controlling social media marketing efforts in-house vs. outsourcing them.