Social media has disrupted communication channels and created challenges for marketing in the digital age. The change of control of the brand has shifted from the company to the consumer. In this course, students will learn how to manage their brand (either personal or business) on social media and how to create a social media strategy. This course will teach students to use social media strategically to create value for a brand. An emphasis is placed on strategic collaboration, execution, and measurement of social media marketing efforts.
Students will learn by doing assignments focusing on social media marketing strategy, social media post writing and publishing, measurement tools, social media pouty and crisis management. This course will cover blogs, microblogs, Facebook, Twitter, Instagram, Pinterest, LinkedIn, and niche social media platforms.