MKT 3321 Social Media Marketing

Digital social media, such as Facebook, Twitter, Spotify, and YouTube, have become increasingly important elements of consumers’ daily routines and, as such, are attracting a growing level of attention by marketers.

Social media change the nature of social interactions, which enables new ways for consumers to express positive as well as negative feelings and thoughts about a brand. Brands can use social media, either in the form of social network sites or company-owned pages, to not only establish powerful brand communities, but can also elevate their after-sale service via social media through individualized consumer communications. Social networks lead to a substantially accelerated diffusion of information and thus require a different handling with more-active-than-ever customers.

The course is designed to help students understand and assess brands’ successful or unsuccessful practices of social media marketing by focusing on uses and applications of social media marketing. Thus, it takes an applied approach to social networks and social media platforms. Students in this course will develop the relevant knowledge about social media platforms through practices, demonstrations, and analyses of social media business applications. Prerequisite(s): MKT 2100
Credits: 3.0