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Jul 01, 2025
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2021-2022 Catalog [ARCHIVED CATALOG]
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BUSN 252 - Social Media and E-Marketing
PREREQUISITES: MKTG 101 - Principles of Marketing
PROGRAM: Business Administration
CREDIT HOURS: 3
LECTURE HOURS: 3
DATE OF LAST REVISION: Fall, 2012
Provides an introduction to the world of e-marketing and a variety of social media tools. Integrates social media into organizational and marketing strategy. Explores the most popular e-marketing and social media tools. Emphasizes familiarity with different media, understanding the marketing objectives the media can help achieve, and establishing and enhancing e-marketing presence.
MAJOR COURSE LEARNING OBJECTIVES: Upon successful completion of this course the student will be expected to:
- Identify the real-time informational value of social media.
- Discuss the role of social media in overall marketing strategy to facilitate organizational goals, including but not limited to an integrated marketing communications program, differentiation, positioning, and branding.
- Discuss the ethical and legal issues for social media and e-marketing.
- Select correct social media channels for desired communication objectives.
- Identify the differences between common social media tactics (i.e., Pages, Groups, Applications, Ads, Profiles, etc.) and the effective use of each.
- Identify how social media can improve brand recognition, expand the customer base, generate loyalty, and build relationships.
- Describe the impact of social media in delivering the marketing mix to the target market.
- Discuss methods for managing and affecting Voice of Customer.
- Develop traditional and micro-blogging as a method to engage in interactive conversations with customers to maintain or enhance customer experience and engagement with your brand, building trust, credibility, and loyalty.
- Use professional social networking applications for recruitment and B-to-B communication (i.e., industry discussion groups, company buzz, polls of network and target groups).
- Discuss the role of mobile technology and location-based proximity marketing tools to bring the Internet to point of sale and connect with customers where they are.
- Create personalized online video marketing content and channels.
- Develop familiarity with social media aggregators to manage various media efficiently and effectively.
- Discuss social media as a global marketing tool.
- Use social media to build a unique, valuable personal brand.
COURSE CONTENT: Topical areas of study include - B-to-B communication
Blogs
Brand loyalty
Buzz marketing
Communication objectives
Customer relationship management
Integrated marketing communications
Location-based proximity marketing
Micro-blogging
Mobile technology
Niche marketing
Personal branding
Podcasts and Webinars
Social media aggregators
Social media channels
Social networks
Video marketing channels
Viral marketing
Course Addendum - Syllabus (Click to expand)
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