The schedule below outlines the topics we will be covering in this course, along with the associated time frames and assignments.

Note: All due dates reflect North American eastern time (ET).

Lesson 1: Introduction and Foundations

Lesson 1: Listening

Readings	Lesson 1 Course Content Essentials of Social Media Marketing (ESMM)—Ch. 1: Introduction to Social Media Marketing
Assignments	Academic Integrity Module Lesson 1 Quiz—due Thursday Discussion 1: Introductions (post due Thursday, reply due Sunday) Analysis Paper: CMO Survey—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 2: Social Consumers

Lesson 1: Listening

Readings	Lesson 2 Course Content ESMM—Ch. 2: Developing Your Personal Brand
Assignments	Lesson 2 Quiz—due Thursday Discussion 2: 24-Hour Challenge (post due Thursday, reply due Sunday) Analysis Paper: Personal Social Media Audit—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 3: Network Structure and Group Influence

Lesson 3

Readings	Lesson 3 Course Content ESMM—Ch. 4: Marketing With Facebook
Assignments	Lesson 3 Quiz—due Thursday Discussion 3: Who Influences You? (post due Thursday, reply due Sunday) Analysis Paper: Facebook Analysis—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 4: Strategic Planning for Social Media

Lesson 4

Readings	Lesson 4 Course Content ESMM—Ch. 3: Social Media Marketing Strategy and Social Media Advertising
Assignments	Lesson 4 Quiz—due Thursday Discussion 4: Roxy Theater Design Challenge (post due Thursday, reply due Sunday) Analysis Paper: Roxy Strategy—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 5: Zone 1—Social Community

Lesson 5

Readings	Lesson 5 Course Content ESMM—Ch. 5: Marketing With Instagram  ESMM—Ch. 7: Marketing With Snapchat
Assignments	Lesson 5 Quiz—due Thursday Discussion 5: Instagram Influencers (post due Thursday, reply due Sunday) Analysis Paper: How a Favorite Brand Creates Social Community—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 6: Zone 2—Social Publishing

Lesson 6

Readings	Lesson 6 Course Content ESMM—Ch. 6: Marketing With X ESMM—Ch. 9: Marketing With LinkedIn
Assignments	Lesson 6 Quiz—due Thursday Discussion 6: A/B Experiment (post due Thursday, reply due Sunday) Analysis Paper: LinkedIn Case—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 7: Zone 3—Social Entertainment

Lesson 7

Readings	Lesson 7 Course Content ESMM—Ch. 10: Marketing With YouTube ESMM—Ch. 11: Marketing With TikTok
Assignments	Lesson 7 Quiz—due Thursday Discussion 7: Social Media Challenges (post due Thursday, reply due Sunday) Analysis Paper: TikTok Campaign—due Sunday Social Media Simternship Registration and Introduction—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 8: Zone 4—Social Commerce

Lesson 8

Readings	Lesson 8 Course Content ESMM—Ch. 8: Marketing With Pinterest ESMM—Ch. 17: Social Selling
Assignments	Lesson 8 Quiz—due Thursday Discussion 8: Social Selling (post due Thursday, reply due Sunday) Social Media Simternship Round 1—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 9: Content Strategy

Lesson 9

Readings	Lesson 9 Course Content ESMM—Ch. 13: Social Media Marketing Campaigns
Assignments	Lesson 9 Quiz—due Thursday Discussion 9: Experience Strategy (post due Thursday, reply due Sunday) Social Media Simternship Round 2—due Thursday Social Media Simternship Round 3—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 10: Evaluation Metrics and ROI

Lesson 10

Readings	Lesson 10 Course Content ESMM—Ch. 18: Social Media Analytics and Measuring ROI
Assignments	Lesson 10 Quiz—due Thursday Discussion 10: Case for Measurement (post due Thursday, reply due Sunday) Social Media Simternship Round 4—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 11: Social Media Research

Lesson 11

Readings	Lesson 11 Course Content
Assignments	Lesson 11 Quiz—due Thursday Discussion 11: Social Listening (post due Thursday, reply due Sunday) Social Media Simternship Round 5—due Thursday Social Media Simternship Round 6—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 12: Social Media Policy Part 1

Lesson 12

Readings	ESMM—Ch. 14: Influencer Marketing With Social Media ESMM—Ch. 15: Employee Advocacy
Assignments	Lesson 12 Quiz—due Thursday Discussion 12: Employee Advocacy (post due Thursday, reply due Sunday) Social Media Simternship Round 7—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 12: Social Media Policy Part 2

Lesson 12

Readings	Lesson 12 Course Content ESMM—Ch. 16: Social Media Policies and Crisis Response Plan
Assignments	Lesson 13 Quiz—due Thursday Discussion 13: Crisis Response (post due Thursday, reply due Sunday) Social Media Simternship Round 8—due Thursday Social Media Simternship Round 9—due Sunday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Lesson 13: Issues and Trends and What's Next?

Lesson 13

Readings	Lesson 13 Course Content ESMM—Ch. 12: Blogs, Vlogs, Podcasts, and Webinars
Assignments	Final Discussion: Issues and Trends—post due Sunday Social Media Simternship Round 10—due Sunday Social Media Simternship Round 11—due 2nd Wednesday Social Media Simternship Round 12—due 2nd Friday Final Discussion: Issues and Trends—replies due 2nd Friday All lesson assignments must be submitted by 11:59 p.m. (ET) on the due date indicated.

Finals Week

Finals Week

Readings	N/A
Assignments	Final Reflection Essay—due last day of finals period