Thomas College

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Number:MK445
Name:Social Media
Description:This course approaches internet and social media marketing from two perspectives: the methods and best practices for successfully integrating marketing activities with internet ? web based technologies, including the enterprise-wide prerequisites for customer relationship marketing; the techniques and tools used to critically assess the user experience of campaigns and offerings, including usability, analytics, and engagement. Students complete a series of analyses of brand, customer service and relationship management, and internet presence design (company site, social media channels and usage) for several actual organizations. Then, acting as marketing consultants to an organization of their choice, they produce a final consulting report and presentation to the firm?s executive committee detailing changes in the firm?s media presence and media marketing strategy. Students are encouraged to take CS 140, Web Design, prior to taking this course, but the course includes training in web prototyping utilities.
Credit(s):3
Offered (DAY schedule):
Instructor Permission Required:N
Pre-Requisite(s):
CO111 and MK116

Course Objectives

Upon completion of this course, the student should be able to: Describe the social media marketing ecosystem and its impact on traditional marketing strategy Define the social media marketing process Describe the various social media platforms and purposes Design a social media program and calculate ROI and impact Demonstrate the ability to use appropriate editorial content Contend with negative conversations in this rapid/viral medium

Books Previously Used in this Course

Term Year Title ISBN Author Edition Publisher
S 2015 SOCIAL MEDIA MARKETING BARKER 13 CENGAGE L