Marketing and Social Media Strategy

Credits: 3


This course covers new and non-traditional marketing communications in the age of digital marketing and social media. Through a series of lectures, case discussions, team workshops, projects, and guest lectures, students will learn about this new and exciting area of marketing and how companies and brands can leverage social media platforms and the social interactions that occur between consumers (e.g., word-of-mouth) to help them achieve their marketing and business goals. Topics covered include consumer-to consumer interactions, social networks, marketing on digital social media platforms (e.g., Facebook,), viral marketing, social CRM, integrated campaigns featuring advertising and social media, and new marketing opportunities with emerging technologies.Prerequisite or co-requisite: BMKT 2409 Marketing Management.