BUSN 187 - Social Media Marketing

3 Credits: (3 lecture)

Course Description
This course introduces the student to the many applications of the Internet and social media as it pertains to marketing. The student will learn how social media can be incorporated into a successful marketing plan to influence and engage the target market.  

Note Spring semester only.

Text
Tuten, T. L. (2021).  Social media marketing (4th ed.).  Newbury Park, CA: SAGE Publishing.

Objectives
The student will be able to: 

A. Identify the various ways in which organizations use social media to engage customers and how it fits into their marketing plan. 

B. Understand the terminology of Internet and social media marketing and the technologies involved. 

C. Describe how the use of Internet and social media marketing fits into the marketing mix. 

D. Describe the characteristics of consumers and organizations that use the Internet and social media and how it influences their behavior. 

E. Apply identified critical success factors of Internet and social media marketing. 

F. Identify the various approaches to social media research. 

Content
A. Foundations of Internet and social media marketing: strategies and social consumers. 

B. Zones of Internet and social media marketing: social community, publishing, entertainment and commerce. 

C. Social media data management and measurement: research and metrics. 

Student Evaluation
Objectives A through F will be assessed by any combination of chapter textbook assignments, exams and projects.