MKT 322-SF1 Social Media and Marketing San Francisco Campus First/Last Class: 8/29/ /5/2016 Monday Nights 6:50-9:30 p.m.

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1 SYLLABUS Fall 2016 Updated August 22, 2016 MKT 322-SF1 Social Media and Marketing San Francisco Campus First/Last Class: 8/29/ /5/2016 Monday Nights 6:50-9:30 p.m. Professor: Sheila McKnight Phone: (leave a message) Office hours: Available by appointment before class. Course Description Class immerses students in the marketing application of social media and other newly emerging media channels. Course covers the planning and integration of social media into marketing plans. Students will learn to set objectives, develop social marketing plans, integrate social media into overall marketing and communication plans, measure program results, utilize new media technologies and about the macro-environmental issues affecting social media. The class includes hands-on development of social media tactics and channels. This may require students to set up individual social media accounts. Prerequisite: MKT 300. Prerequisites: MKT 300. Students should understand the principles of marketing management before taking this class. 2. Course Objectives After completing this course, students should be able to: Define different types of social media channels along with key trends in this evolving medium. Describe and apply best practices for utilizing various social channels in marketing plans. Research/ analyze audience behavior and needs in order to define target segments and develop appropriate marketing programs to achieve business objectives. Describe, and apply marketing techniques used in social/emerging media. Position these techniques within the overall integrated marketing communications program. Create social media marketing campaigns with targeted objectives & outcome measurements. Identify and define appropriate metrics of success for each medium. Describe macro-environmental issues of social media such as privacy, security, regulation, political impact, and new/emerging technologies. Demonstrate the ability to work collaboratively with a team to create and present a project. Demonstrate the ability to create and present a project as an individual contributor. You will receive 3 units of credit if you successfully complete this class. This means that you can expect to spend 2 hours 40 minutes in class and/or online each week plus an additional 8-12 hours each week completing homework and preparing for the next class. You can expect to Page 1 of 7 Updated August 22, 2016

2 spend more time studying some weeks and less time other weeks, but overall you should expect to average between 11 and 15 hours each week on this class for the entire term. COURSE MATERIALS Required Text: Social Media Marketing: A Strategic Approach, 2E. Barker, Barker, Bormann and Neher, 2017 South-Western, Cengage Learning, ISBN-13: You may also purchase a digital edition of this text: Additional readings will be posted in GGU elearning. Recommended resources The New Rules of Marketing & PR, 5th Edition. David Meerman Scott. Digital copy available online via the GGU Library. New Rules of Marketing %26 PR)&SORT=D GGU Library Guide for Marketing Websites such as and The course requires use of GGU s elearning, the Internet, , smart phone with the ability to send and receive attachments, and the ability to create and read documents in Microsoft Word, Excel, and PowerPoint. The student should have access to a mobile laptop or tablet. Having a phone with access to the mobile Internet is desirable, but not required. Access to video and audio equipment is also required. This requirement can be met through the use of handheld video equipment, your laptop or a cell phone which has audio and video recording equipment Grade Composition Item Class Participation (15 weeks at.8% per week) 12% % of Grade Points Possible Weekly Online Quizzes (15 weeks at.46% per week) 7% 70 Weekly Assignment (15 weeks at.93% per week) 14% 140 Marketing Projects (Individual 5 projects, 6% each) 30% 300 Final Term Project (Group) 37% 370 Total 100% At the graduate level, students should, on average, perform at a B level. A grade of B means you are meeting the basic expectations for this course. This is superior to the average work of an undergraduate. A grade of B means you study the material and understand it. You expand your understanding by using additional materials beyond the textbook. You participate constructively Page 2 of 7 Updated August 22, 2016

3 in all discussions, enhancing your learning and those of other students. Your written work is presented on time and is written well. Work that is superior to the average graduate student earns an A. Superior work has greater depth and application and is very well-written. A grade of A means the instructor considers your work excellent and of a distinguished professional caliber. Work that does not meet the basic expectations of a graduate student earns less than a B. While C is a passing grade, it indicates your work is of lower quality than expected for the graduate level and would not be acceptable in a professional setting. A % A %, B % B % B % C % C % C % D % D % D % F < 60% Attendance and Class Participation: Students are expected to attend the first class meeting, as team groups will be formed for term project. Attendance is critical to your success in this class. The in-class experience, coupled with experiences on the web, will enhance your understanding of the books, readings and assignments. Lectures, video cases and then input from your peers will help you question and further grow your knowledge of marketing. Class participation is required. Proactive and voluntary quality participation in the classroom is highly desired. This can be exhibited through targeted and thoughtful questions, as well as participating in discussions. Students should read the assigned readings before each class. The class format is one of active learning, rather than memorization. Quality of your input, as well as quantity of input, is part of the criteria. We may also communicate, share information and participate via social channels outside the class environment (e.g., via Twitter, Facebook, etc.). Students will be expected to monitor our class social channels and participate in these online conversations. Weekly Online Quizzes: Weekly quizzes on elearning are open book and open notes, but can be taken only once, must be completed in a single session, and are time-limited: Due each week. Page 3 of 7 Updated August 22, 2016

4 Weekly Assignments: Each week you will have a homework assignment due at the beginning of the next class the following week. These assignments will vary by task and topic. Individual Marketing Projects using Social Media: Guidelines will be provided. Due dates on Schedule below. Final Group Project Social Media Marketing Plan: Student teams will develop a social media marketing plan for a product, service, brand or organization. A portion of your final project grade will be based on team participation and contribution as graded by your teammates. More information on team formation and the final project will be provided during the semester. INDIVIDUAL ASSIGNMENTS: Most assignments in this course are individual ones that you must complete yourself. However, the technical requirements of creating the social media can be significant and you may work with other students on the technical creation of your projects. MISSED OR LATE ASSIGNMENTS: In extreme circumstances, students may submit late assignments, but only when pre-arranged with the instructor. Late assignments may result in the reduction of the grade and a substitute assignment because other students will have submitted and received feedback from the original assignment. Missed assignments will result in a grade of zero (F) for that assignment. WRITING & LANGUAGE: Marketing requires the ability to communicate clearly and effectively. You must be able to write, understand and speak English at the graduate level. All written assignments will be evaluated for clarity of writing, critical analysis of issues, proper use of references to support positions, quality and diversity of sources, and extent to which it addresses the issues specified in the assignment. Written work that is unclear or difficult to understand will result in a lower grade. The instructor may require a rewrite of the assignment with an associated grade reduction penalty. If you need assistance with writing the Writing Lab at the San Francisco Campus provides drop-in help and by appointment free of charge. The Online Writing Lab (OWL) is available for students online. UNIVERSITY INTEGRITY AND PLAGIARISM POLICY: ** All work must be your own.** Golden Gate University requires that students be honest in their academic work. Cheating and plagiarism are serious offenses. Either is a basis for a failing grade. There are no extenuating circumstances. Definitions of academic dishonesty, identification and reporting procedures, academic and administrative sanctions and appeal procedures are outlined in detail at Read this carefully: it explains plagiarism and cheating and provides useful examples. Page 4 of 7 Updated August 22, 2016

5 If you draw from the work of others, such as from books or journals or magazines or web sites, that source must be stated. If you wish to insert a direct quote, that is good, but it must be set off either in quotation marks or indented. It is also OK to "paraphrase" (change the wording somewhat) work from another source, but again - that source must be identified. It is good to draw from other sources. It is fine to quote liberally from journals, books, and websites, so long as you disclose exactly where the material came from. All assignments (including online postings) must represent original work developed by the student(s) for this class. Sources of primary and secondary information referenced must receive appropriate credit, using APA format. This includes direct quotations and paraphrased material. Word-for-word quotations should be enclosed within quotation marks or, if extensive, indented. Should you have any question how standards of academic integrity apply to this course, please contact the instructor for clarification before taking any action about which you have questions. It may be tempting to find work on the web that addresses issues in the class, and to copy parts of it for submitting as your work. This can and will be detected. The penalty for submitting the work of others without identifying it as such is a failing grade on the assignment. Repeated instances will result in a failing grade for the course. For assistance on citing sources in American Psychological Association (APA) format see ACCOMODATIONS GGU is committed to providing access for students in compliance with the Americans with Disabilities Act. Please notify both the instructor and GGU s coordinator of disability services by the second class (or as soon as possible) if you require special accommodations. Course Schedule Complete all assigned reading or activities PRIOR to class. Unless otherwise noted, all classes will be held on Mondays, from 6:50 pm 9:30 pm, at the San Francisco campus of Golden Gate University. Any changes will be announced in class, via , or online. Week Date 1 29 Aug 2016 Main Topic INTRODUCTION and SYLLABUS REVIEW Introduction to social media and its role within marketing Goals and Strategies Activities & Assignments Complete Personal Data Sheet (in class) Discuss/Assign Teams for Term Project Read chapters 1, 2 in text, articles posted on elearning. Short essay on the topic: My experience with social media Page 5 of 7 Updated August 22, 2016

6 2 5 Sep US Holiday Labor Day ONLINE CLASS 3 12 Sept 4 19 Sept 5 26 Sept 6 3 Oct 7 10 Oct 8 17 Oct 9 24 Oct SOCIAL MEDIA MARKETING OVERVIEW Social Channels as part of the broader marketing plan Online Class Assignments (see elearning class page) RULES OF ENGAGEMENT TARGET AUDIENCES, Target Identification, Definition Assign Marketing Project #1 CONTENT MARKETING What is Content Marketing and why is it important? MICROBLOGGING Blogs as content Blogs as a marketing channel Assign Marketing Project #2 CONTENT CREATION VIDEO MARKETING Review Final Project Assign Marketing Project #3 SOCIAL MEDIA MARKETING PLANNING Setting Objectives through Measuring Success SOCIAL NETWORKS Assign Marketing Project #4 Review Projects Discuss Final Project Team Read chapter 3 and 4 in text, plus articles posted on elearning. Outline/Discuss Individual Marketing Projects Read chapter 5 in text, plus articles posted on elearning, plus Appendix (XYZ Coffee Company Social Media Marketing Plan) in text. Read chapter 6 in text, plus articles posted on elearning Read chapter 7 in text, articles posted on elearning Marketing Project #1 Due Read chapter 8 in text, articles posted on elearning Read chapter 9 &10, articles posted on elearning Marketing Project #2 Due Read chapter 11 & 12, articles posted on elearning.. Marketing Project #3 Due Read chapters 13 & 14, articles posted on elearning Page 6 of 7 Updated August 22, 2016

7 31 Oct Halloween ONLINE CLASS 11 7 Nov Nov Nov Nov 15 5 Dec MONITORING SOCIAL MEDIA Online Assignments (see elearning) SOCIAL MEDIA MARKETING PLANNING Assign Marketing Project #5 MOBILE AND LOCATION MARKETING Mobile as a force in Business and Marketing Mobile Trends Monitoring Performance Measurement & Analytics Key principles of monitoring performance Measurement tools and techniques MANAGEMENT TOOLS Tools for managing social marketing channels SUMMARY AND WRAP UP Using Social Media for your career Read chapter 15, articles posted on elearning Marketing Project #4 Due Read articles posted on elearning Read articles posted on elearning Marketing Project #5 Due Read articles posted on elearning Read articles posted in elearning. Continue Work on Final Projects Submit Final Projects Presentation/Discussion of Final Projects PLEASE contact me if you have any issues or problems with deadlines or assignments. ABOUT THE INSTRUCTOR Sheila McKnight is a marketing professional with over 20 years of experience in marketing, sales, management and entrepreneurship. She is a business consultant in the San Francisco Bay Area helping entrepreneurs and small business owners with new venture feasibility analysis, business plans, social media marketing and business development strategy. Page 7 of 7 Updated August 22, 2016