BUSN 252 - Social Media and E-Marketing

1. Identify the real-time informational value of social media.
2. 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.
3. Discuss the ethical and legal issues for social media and e-marketing.
4. Select correct social media channels for desired communication objectives.
5. Identify the differences between common social media tactics (i.e., Pages, Groups, Applications, Ads, Profiles, etc.) and the effective use of each.
6. Identify how social media can improve brand recognition, expand the customer base, generate loyalty, and build relationships.
7. Describe the impact of social media in delivering the marketing mix to the target market.
8. Discuss methods for managing and affecting Voice of Customer.
9. 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.
10. 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).
11. 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.
12. Create personalized online video marketing content and channels.
13. Develop familiarity with social media aggregators to manage various media efficiently and effectively.
14. Discuss social media as a global marketing tool.
15. Use social media to build a unique, valuable personal brand.

• 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)