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Social Media Marketing Syllabus
Week Topics Textbook Chapters Assignments Case Studies
1 Course Introduction Chapter 1 - -
Social Media Revolution Chapter 1 & 13 - -Disney World's Digital Transformation
2 Connected Customers Chapter 2 - -
Social Interactions Chapter 2-Section 1 Network mapping exercise -
3 Social Media Audit Chapter 3-Section 3 Social media audit of a brand -
Social Media Audit Chapter 3
4 Metrics - Overview Chapter 4 -Simulation Round One -
Metrics - Application Chapter 4 -Simulation Round Two -
5 Strategic Uses - Overview Chapter 5 -Simulation Round Three -
Strategic Uses - Risk Case Study Chapter 5 & 14 -Simulation Round Four, AEO Skinny Skinny Jeans
6 Strategic Uses - Application Chapter 5-Section 6 Social media strategy plan -
Managing and Planning Social Media - General Principles Chapter 6 -Simulation Round Five -
7 Managing and Planning Social Media - Application Chapter 6 -Simulation Round Six E2 Kickstarter Campaign
Content marketing - General Principles Chapter 7 -Simulation Rounds Seven to Ten -
Content marketing - Applications Chapter 7-Section 4 Content marketing evaluation for a brand -
8 Social media advertising - General Principles Chapter 8
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Social media advertising - Specifics for Facebook Chapter 8 Facebook ad targeting tool exercise -
9 Influencer marketing - seeding and viral WOM Chapter 9 & 15 - -Imagine Dragons
Influencer marketing - viral math and applications Chapter 9 Social promotion exercise -
10 Marketing research using social media - listening Chapter 10 - -
Marketing research using social media - crowd-sourcing Chapter 10 & 17 - DEWmocracy
11 New product development - social features and externalities Chapter 11 - -
New product launches using social media Chapter 11 & 16 - Beyoncé
12 Managing customers Chapter 12 & 18 - DeltaAssist
 30-Jul 2018 Final Exam Due      

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