MK 4305 - Social Media Marketing

3 Credit Hours

Prerequisites: MK 3010, and BCOM 3950.
Corequisites: None.
Pre/Corequisites: None.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
Social media marketing is changing the way companies of all sizes communicate with their customers. In the same way they use traditional media, marketers use social media to reach their customers efficiently and effectively. But they also use it to understand buyer behavior and gain insights into what customers are saying about brands. This course will cover social media applications such as blogging, online communities, social networking (e. g. , Facebook and LinkedIn), WIKIs, rapid sharing systems (e. g. , Twitter), podcasting (e. g. , YouTube), and search engine marketing. Through experiential learning, the course will teach students how to apply the strategic planning process, return on investment criteria, and organizational governance issues to the broad spectrum of social media.