Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Principles of Social Media Management Syllabus

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Cargando en…3
×

Eche un vistazo a continuación

1 de 8 Anuncio
Anuncio

Más Contenido Relacionado

Presentaciones para usted (20)

Similares a Principles of Social Media Management Syllabus (20)

Anuncio

Más reciente (20)

Principles of Social Media Management Syllabus

  1. 1. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 1 University of Wisconsin – Stout | School of Hospitality Leadership PRINCIPLES of SOCIAL MEDIA MARKETING MANAGEMENT Eric T. Brey, Ph.D.
  2. 2. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 2 Instructor Contact Information Instructor: Eric T. Brey, Ph.D. Professor, School of Hospitality Leadership Email: breyer@uwstout.edu Remember, email is a formal means of communication. You need to include the course title in the subject line, appropriate salutation, proper punctuation and spelling. Office: 402 Heritage Hall Office Hours: Tuesday: 11:10 – 12:30, 2:30 – 4:30 Thursday: 11:10 – 12:30, 2:30 – 4:30 Social Media: Facebook.com/professorbrey Availability: I will respond to emails and questions posed through Canvas in a timely fashion (typically, close of business) and if you need to meet with me, I maintain regular office hours and can meet by appointment as needed. Course Overview Social Media. Almost everyone knows and understands how to use Facebook, Twitter, and YouTube for entertainment or communicating with friends and family. However, with social media becoming the number one online activity, we are witnessing one of the most monumental shifts in marketing – the realization of the conversation economy. Simply put - word of mouth on steroids. Successful businesses and entrepreneurs need to understand that information is no longer driven by business but rather conversations. Within this environment, professionals with the ‘know how’ of maximizing social interactions will successfully drive loyalty and profitability. To address these new realities, learners are exposed to how social media impacts marketing strategy, brand development, internal and external engagement along with legal concerns, customer service and reputation management. Learning Objectives At the end of this course, students will be able to: 1. Differentiate between social platforms needed for successful social media implementation and program management within various organizations. 2. Demonstrate the reasons that organizational shift and consumer change dictates firms be engaged with social platforms. 3. Implement various methods available to marketers to engage organizational stakeholders outside of traditional consumer segments (i.e., employees, suppliers, community). 4. Compare and contrast core marketing and management concepts in engaging & effectively handling customer complaints. 5. Effectively assess current social media best practices to implement additional social media marketing activities within an organization.
  3. 3. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 3 Required Course Materials Textbook: Barker, M.S., Barker, D.I., Formann, N.F., Zahay, D., and Roberts, M.L. (2017). Social Media Marketing, (2nd ed.). Boston, MA: Cengage. Course Requirements A working knowledge of Canvas is required due to the digital integration of course delivery. Students should have access to a computer with appropriate word processing software, email address as provided by the university, a high-speed Internet connection, and the ability to function at a professional level. You will also need to have taken any prerequisite courses as identified in your program plan. Unique Requirements In this class, all students are required to create multiple social media accounts for channels covered in class, including Facebook, Twitter, and Pinterest amongst others. If you currently have an account using one of these programs, but do not feel comfortable sharing information with your peers and instructor, or do not want to post course-specific content on your personal account, you will need to create a secondary account where ‘friends’ and ‘fans’ can be established and information is openly shared. Course Information Name: HT391 – Principles of Social Media Marketing Management (3 credits) Session: 2019 Fall Semester Time: T/Th 12:55pm – 2:20pm Room: Heritage Hall, Rm. 460 Learning Activities & Evaluation A variety of methods will be used to facilitate and assess student-learning throughout this course. You are expected to actively participate in classroom activities while completing assignments in a timely fashion. Active Participation 30% 300 Social Media Marketing Plan 45% 450 Channel Introduction Presentation 20% 200 Applied Insights 5% 50 Total Course Points 1000
  4. 4. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 4 Active Participation One of the distinguishing components of this course is the expectation that you actively apply, with your peers, what you have independently learned. In addition to activities outside of the classroom environment (i.e., homework), you are required to participate in classroom activities where you apply core concepts to active problems. At the end of each class, I will assign either a +/- or neutral assessment of your participation, based upon your level and quality of engagement, to inform your participation grade. Social Media Marketing Plan The final project is an applied activity with real-world implications where each team creates a social media plan for our selected organization. Each team must create a comprehensive plan that provides a marketplace overview, reasoning for the selected strategy, an explanation of sample posts, an implementation schedule along with a plan for monitoring success. To keep with the social media theme, each group is required to compile a final report along with an online repository of social media posts through their team Facebook page. Channel Introduction Each team is required to present on a selected social media channel to inform your peers on the successful use and implementation from a business perspective. Using an engaging style of presentation, each team must prepare a presentation that introduces the tool, how it is used for personal and business use, keys to successful implementation, relevant examples and any additional information that would prepare someone who has never used the platform before. Each group will also create and lead a 10-15- minute activity to support this presentation. Applied Insights During the semester, unique learning opportunities often present themselves. From industry-executive speakers to week long discussions in support of course content, these learning opportunities often fall outside traditional course structure. Because of this uniqueness, they are not always scheduled at the start of the semester but will be announced at least two weeks in advance to ensure students can make necessary accommodations to attend these valuable learning opportunities. Grading Scale You will receive a grade for each assignment based upon the scale presented below. All grades will be posted to Canvas so you will be able to track your status throughout our time together. 90-100% A (Exceptional) 80-90% B (Good) 70-80% C (Adequate) 60-70% D (Improvement Needed)
  5. 5. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 5 Policies Active Participation Attendance and active participation in the various activities, both in and out of class, are essential. Of course, work, illness, or other commitments may interfere with class attendance, but this interference should be kept at a minimum as missed classes will impact your grade. If you are absent from a session, you must make arrangements to obtain notes from another student – instructors’ notes are not available. Chronic tardiness will not be accepted, as this will significantly impact your participation grade. Late Assignments Assignments are expected on the date due. Assignments submitted past the due date will be penalized 10% of the possible points, per day, up to a maximum of 50% penalty. Exceptions can only be made by prior arrangement with the instructor, especially as it relates to course presentations. Remember, discussion and active participation points, along with quizzes, cannot be made up as they require timely and engaged involvement. Missed Points/Extra Credit Given the importance of active participation and a course policy where points are awarded only if you are present in class (regardless of reason for missing), there are two opportunities to recover points. The first is joining a student club that is related to your major here on campus – if you join and get actively involved you will receive 20 points (documentation of your membership required). In addition, you can complete up to three (3) concept example activities, which are provided on Canvas, that require you to provide an example and explanation of a course-related topic (points vary based upon the type of content you provide). Both opportunities are due on the university scheduled final exam date (by 11:30pm) and should be submitted to the appropriate missed points/extra credit dropbox. Learning Disabilities The University of Wisconsin-Stout offers reasonable accommodation to qualified students with documented disabilities. If you have a disability that may require accommodations for this course, it is essential that you be registered with the Disability Services Office. To ensure that you receive appropriate accommodation based upon your needs, you should contact them within the first week of class to assure that appropriate support and accommodations can be provided. You may contact the Disability Services Office by visiting 206 Bowman Hall, calling (715) 232-295, or visiting their website. Academic Integrity Your professor does not accept knowingly copying the work of others without attribution (plagiarism), or colluding with other students to share answers unless permitted in the course (e.g. group project). At the instructor’s discretion, the consequence of these activities may include: failure for the assignment, failure for the entire course, and/or notification sent to student’s advisor and the Dean of Students. Anyone participating in any academic misconduct will be disciplined in accordance with the University Student Handbook guidelines. Students should not participate in any activity that could be deemed dishonest or in which a student: • Seeks to claim credit for the work or efforts of another without authorization or citation
  6. 6. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 6 • Uses unauthorized materials or fabricated data in any academic exercise • Forges or falsifies academic documents or records • Intentionally impedes or damages the academic work of others • Engages in conduct aimed at making false representation of a student’s academic performance • Assists other students in any of these acts Peer Evaluation Given the importance and level of group work, each student is required to evaluate the members of their assigned group. At the semester’s conclusion, students assign each team member a grade using the peer evaluation document provided on Canvas. Students will be able to increase their peer’s final grade by 2% for exemplary work and can reduce their final grade by up to 4% for those who did not actively contribute to the team. The peer evaluation is due on the university scheduled final exam date (by 11:30pm) and should be submitted using the appropriate dropbox. Course Features Digital Café In this class, the Digital Cafe exists in the Discussion Forum on Canvas and is a great place to post your questions about assignments, insights on business or general thoughts on everything from the importance of Star Wars to the meaning of life. This is your digital classroom hangout and has nothing to do with your grades – at all, nothing, so please feel free to post away! If you email any general questions about an assignment or class schedule to the instructor, you will be asked to post it here so classmates can learn from your inquiry. As always, if you have a personal or sensitive question, those will be answered privately through university email. The bottom line, not sure what is needed for an assignment or need further classification on any aspect of the course – you can ask (and answer) those questions here! Learning Activities One of the distinguishing components of this course is the expectation that you actively apply, with your peers, what you have independently learned. In this course, there are three learning components: Absorb Activities Absorb activities introduce relevant information thought traditional and interactive means, requiring learners to absorb knowledge by listening, reading and watching content. An acute focus is given to introducing learning materials, activities, assignments and relative information to the module. Do Activities Transforms information into knowledge by requiring learners to discern, examine, condense, refine and elaborate on presented topics. Students will be presented with applied questions that they will need to answer and discuss with class. Connect Activities Creates higher-level capabilities allowing learners to apply learning in business situations by relating knowledge to real-world problems. Leveraging information from assigned learning resources, students are tasked with relating learned information to applied organizational or business problems.
  7. 7. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 7 Course Schedule Date Course Content Week 1 9/2-6 Introduction Module Week 2 9/9-13 Module 1: Goals & Strategies (Chapter 2,3,4) Week 3 9/16-20 Module 2: Content Creation (Chapter 7) Week 4 9/23-27 Module 3: Social Networks (Chapter 5) Presentation: Facebook Week 5 9/30-10/4 Module 4: Microblogging (Chapter 6) Presentation: Twitter Week 6 10/7-11 Module 5: Video Marketing (Chapter 8) Presentation: YouTube Week 7 10/14-16 Module 6: Photo Sharing (Chapter 9) Presentation: Pinterest Week 8 10/21-25 Module 7: Aggregation & Commerce (Chapter 10) Presentation: Hootsuite Tuesday - Advisement Day Week 9 10/28-11/1 Focus: Final Project 11/1: Checkpoint Due Week 10 11/4-8 Module 8: Mobile Marketing (Chapter 12) Presentation: Instagram Week 11 11/11-15 Focus: Final Project Week 12 11/18-22 Module 9: Content Concerns (Chapter 11) Presentation: Snapchat Week 13 11/25-29 Thanksgiving Break Week 14 12/2-6 Module 10: Monitoring and Management (Chapter 13, 14) Presentation: Yelp
  8. 8. HT-391 Principles of Social Media Marketing Management Eric T. Brey, Ph.D. | 8 Week 15 12/9-13 Final Presentation Finals Week 12/18: Final Submission Due 12/18: Peer Evaluation Due **To assist students by providing active reminders, all assignment deadlines are entered into our learning management system Canvas** Instructor Bio Eric T. Brey, Ph.D., is a Professor in the School of Hospitality Leadership at the University of Wisconsin- Stout where his work focuses on the implementation of customer-centric strategy and service design influences on organizational success. He has been recognized for innovation as an AT&T Technology Fellow and an extraordinary marketing mind by HSMAI while being quoted in international media outlets including Forbes, Business Week, China Post, USA Today, New York Post, Washington Post, and CBS News. He has received numerous scientific awards for his research and has been published in various top- tier journals including the Annals of Tourism Research, Cornell Hospitality Quarterly, Tourism Management, and Journal of Travel Research. As a teacher-scholar passionate about engaging with industry, he’s had the privilege of working with the American Resort Development Association, British Virgin Islands Chamber of Commerce, Caribbean Hotel and Tourism Association, Dalhoff Thomas Design Studio, Destination Marketing Association International, Empresas Bern, Intercontinental Hotels Group, Institute of Real Estate Management, Methodist Hospitals, RVC Outdoor Destinations, United States Golf Association, and the Women’s Foodservice Forum amongst others. Eric received his Ph.D. from Purdue University and currently serves as an advisor to the Chief Marketing Officer Council.

×