MKT 4300 - Social Media Marketing

Credits: 3

Prerequisite(s): MKT 3000 and junior standing

Description: This course covers advertising, marketing, and communication strategies in the new media landscape where traditional media (e.g. television, print) and the online social media (e.g. Web 2.0, online social networks, usergenerated content, blogs, forums) co-exist. The primary focus ofthis course will be on understanding social media, how to build social media marketing strategies, and how to track their effectiveness. Students taking Social Media Marketing will learn the applications of social media to the fulfillment of marketing objectives, particularly those related to the promotion function of the marketing mix. In particular, students will be able to analyze the social context in which a brand operates and audit a brand’s social media positioning, as well as develop strategies for marketing using the zones of social media.