Social Media Marketing

GSM MK 845

Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace--consumers have greater opportunities to voice their opinions and connect with other consumers as well as increased influence over marketers and brands. In this course, we examine how organizations capitalize on social media and these consumer-to-consumer interactions to support their marketing efforts. Specifically, we'll examine (a) how social media can be used to listen to consumers and monitor their behavior; (b) developing and delivering content that engages consumers; and (c) how to track the effectiveness of these efforts. Finally, we'll explore how to manage both the internal and external dimensions of social media engagement. We view these issues from a strategic and a practical perspective, rather than a technical or platform perspective. We examine these topics using a hands-on approach, including live cases, personal engagement in social media, and a team project.

FALL 2016 Schedule

Section Instructor Location Schedule Notes
A1 HAR ARR TR 11:00 am-12:30 pm

SPRG 2017 Schedule

Section Instructor Location Schedule Notes
F1 M 6:30 pm-9:30 pm

Note: this course was also offered during Summer Term

Note that this information may change at any time. Please visit the Student Link for the most up-to-date course information.