Main Content
Syllabus
MKTG 480: Intermediate Social Media Marketing
The information contained on this page is designed to give students a representative example of material covered in the course. Any information related to course assignments, dates, or course materials is illustrative only. For a definitive list of materials, please check the online catalog 3-4 weeks before the course start date.MKTG 480 Intermediate Social Media Marketing (3) Social media marketing tools, techniques, and strategies to build brands and customers.
In today’s business world, marketers must become more creative in the ways in which they present their company on an internet-based platform, such as Twitter, Facebook, or LinkedIn, in order to present increasingly relevant products and services to a more receptive customer base. This course is designed to provide hands-on experiences with the use of social media marketing tools and techniques while adhering to socially acceptable and ethical standards and protocols.
You will learn and apply the major categories of social media tools, understand the hows and whys of their use, and decide what venues to use to reach the social media marketing objectives of firms, which may include improving the content to increase online presence, brand awareness, fan likes, customer inquiries, and sales.
During this course, you will devise a social media marketing plan for a firm (or firms) that addresses (1) platform, (2) content, and (3) interaction. You will research the latest techniques and practices of social media, mobile, and direct marketing to build a social media marketing plan for a local firm (or firms) to expand its markets. You will be analyzing a firm’s current traditional and social media marketing practices and its short-term and long-term goals for its target markets.
Overview | Objectives | Materials | Library Resources | Technical Requirements | Course Requirements and Grading | Course Schedule | Academic Integrity | Accommodating Disabilities | Additional Policies
Overview
This course is designed to provide a foundation of social media marketing theory with application-based experiences through a simulation that mimics the use of social media marketing tools and techniques. You will learn and apply the principles of social media marketing strategy and content creation to reach the social media marketing objectives and ultimately increase sales revenue.
Course Objectives
Upon successful completion of this course, you will be able to do the following:
- Explain the importance and impact of social media marketing practices.
- Apply social media marketing tools and techniques to develop content strategies for the B2C, B2B, and C2C contexts using social media channels.
- Analyze the trends and challenges of integrating social media and mobile marketing strategies in building brands and customer bases.
- Evaluate the best practices for developing a social media marketing strategy.
- Develop and manage a results-driven social media content strategy to meet a firm's marketing objectives that incorporates a variety of social media channels.
- Enhance effective analytical and written communication skills through a series of practical exercises, reading, and writing assignments.
Required Course Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.Library Resources
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and service. The Off-Campus Users page has additional information about these free services.
Technical Requirements
| Operating System | Canvas, Penn State's Learning Management System (LMS), supports most recent versions of Microsoft Windows and Apple Mac operating systems. To determine if your operating system is supported, please review Canvas' computer specifications. |
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| Browser | Canvas supports the last two versions of every major browser release. It is highly recommended that you update to the newest version of whatever browser you are using. Note: Cookies must be enabled, and pop-up blockers should be configured to permit new windows from Penn State websites. |
| Additional Canvas Requirements | For a list of software, hardware, and computer settings specifically required by the Canvas LMS, please review Canvas' computer specifications. |
| Additional Software | All Penn State students have access to Microsoft Office 365, including Microsoft Office applications such as Word, Excel, and PowerPoint. |
| Hardware | Monitor: Monitor capable of at least 1024 x 768 resolution |
| Mobile Device (optional) | The Canvas mobile app is available for versions of iOS and Android. To determine if your device is capable of using the Canvas Mobile App, please review the Canvas Mobile App Requirements. |
Student Education Experience Questionnaire (SEEQ)
During the semester you will receive information for completing the Student Education Experience Questionnaire (SEEQ). Your participation is an opportunity to provide anonymous feedback on your learning experience. Your feedback is important because it allows us to understand your experience in this course and make changes to improve the learning experiences of future students. Please monitor email and course communications for links and availability dates.
If you need technical assistance at any point during the course, please contact the Service Desk.
For registration, advising, disability services, help with materials, exams, general problem solving, visit World Campus Student Services!
Course Requirements and Grading
| Category of Assessment | Total Points | Percentage of Course Grade |
|---|---|---|
| Lesson Quizzes | 130 points | 12% |
| Weekly Discussions | 260 points | 25% |
| Analysis Papers | 140 points | 13% |
| Social Media Simternship | 370 points | 35% |
| Final Discussion | 60 points | 6% |
| Final Reflection Paper | 100 points | 9% |
| Total | 1,060 points | 100% |
Course Discussions
Weekly Discussions
In each discussion, you will be required to submit an initial post related to the given prompt by 11:59 p.m. (ET) on Thursday. Then, by 11:59 p.m. (ET) on Sunday, you will reply to a minimum of two peers' posts for that discussion. The discussions provide the opportunity to evaluate existing social media campaigns, identify the most current techniques and technologies, create samples of social media content, and analyze the effectiveness of various social media strategies. The quality of your replies and overall participation will be evaluated. An exemplary reply demonstrates at least one of the following attributes:
- Application—It correctly applies course terms and concepts.
- Resourcefulness—It shares or creates resources that contribute to the discussion.
- Critical inquiry—It offers feedback, asks questions, and/or provides reflection on the commentary.
- Community expansion—It leads a section of community to a new and deeper discourse.
The weekly discussions will be worth 20 points each.
Final Issues and Trends Discussion
During the final two weeks of the semester, you will be responsible for an extended discussion post elucidating an issue in social media marketing through a tips-and-best-practices blog-style post and responding to others' insights and summaries of resources. This post will be worth 60 points.
Quizzes
During the course, your understanding of the course content and textbook chapters will be evaluated through a weekly quiz. The 13 weekly quizzes will consist of 10 multiple-choice questions that must be answered within a 15-minute time limit. The quizzes will be due on Thursday of each week.
Analysis Papers
Throughout the semester, you will be required to complete various assignments, such as short analyses, research, or case studies, and submit your findings in the form of an analysis paper. Analysis papers will be graded based on your ability to communicate your understanding of the lesson content and its real-world application in an effective manner. Each of these assignments is worth 20 points. See the Course Schedule for more details.
Social Media Simternship
Starting in Lesson 7, you will apply course concepts to developing and implementing a social media strategy. Within the Social Media Simternship, you will take over the social media marketing efforts for an online bag retailer, BUHI Supply Co. Each week during the simulation, one or two rounds will be completed (please see the Course Schedule for details). Each round will be worth 30 points of the simulation grade and based on the effectiveness of your posts using the simulation engagement metrics.
Final Reflection Essay
The final essay requires students to reflect on the course concepts and their own performance within the simulation. The reflection should include specific examples of course concept application within the simulation as well as analysis of your performance and progression over the 12 rounds. The final reflection will be worth 100 points.
Course Grading Scale
| Numerical value | Letter grade |
|---|---|
| 93 and above | A |
| 90–92.99 | A- |
| 87–89.99 | B+ |
| 83–86.99 | B |
| 80–82.99 | B- |
| 77–79.99 | C+ |
| 70–76.99 | C |
| 60–69.99 | D |
| below 60 | F |
Please refer to the University Grading Policy for Undergraduate Courses for additional information about University grading policies. If, for reasons beyond the student's control, a student is prevented from completing a course within the prescribed time, the grade in that course may be deferred with the concurrence of the instructor. The symbol DF appears on the student's transcript until the course has been completed. Non-emergency permission for filing a deferred grade must be requested by the student before the beginning of the final examination period. In an emergency situation, an instructor can approve a deferred grade after the final exam period has started. Under emergency conditions during which the instructor is unavailable, authorization is required from one of the following: the dean of the college in which the candidate is enrolled; the executive director of the Division of Undergraduate Studies if the student is enrolled in that division or is a provisional student; or the campus chancellor of the student's associated Penn State campus.
For additional information please refer to the Deferring a Grade page.
Course Schedule
Note: All due dates reflect North American eastern time (ET).
The schedule below outlines the topics we will be covering in this course, along with the associated time frames and assignments.
Lesson 1: Introduction and Foundations
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Lesson 2: Social Consumers
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Lesson 3: Network Structure and Group Influence
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Lesson 4: Strategic Planning for Social Media
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Lesson 5: Zone 1—Social Community
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Lesson 6: Zone 2—Social Publishing
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Lesson 7: Zone 3—Social Entertainment
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Lesson 8: Zone 4—Social Commerce
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Lesson 9: Content Strategy
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Lesson 10: Evaluation Metrics and ROI
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Lesson 11: Social Media Research
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Lesson 12: Social Media Policy Part 1
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Lesson 12: Social Media Policy Part 2
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Lesson 13: Issues and Trends and What's Next?
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Finals Week
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Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please go to the Graduation Information on the My Penn State Online Student Portal.
Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Academic Integrity
According to Penn State policy G-9: Academic Integrity , an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity ). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and
personal integrity; respect other students' dignity, rights, and
property; and help create and maintain an environment in which all
can succeed through the fruits of their own efforts. An environment
of academic integrity is requisite to respect for oneself and
others, as well as a civil community.
In cases where academic integrity is questioned, the Policy on Academic Integrity indicates that procedure requires an instructor to inform the student of the allegation. Procedures allow a student to accept or contest a charge. If a student chooses to contest a charge, the case will then be managed by the respective college or campus Academic Integrity Committee. If that committee recommends an administrative sanction (Formal Warning, Conduct Probation, Suspension, Expulsion), the claim will be referred to the Office of Student Accountability and Conflict Response.
All Penn State colleges abide by this Penn State policy, but review procedures may vary by college when academic dishonesty is suspected. Information about Penn State's academic integrity policy and college review procedures is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page .
Accommodating Disabilities
Penn State welcomes students with disabilities into the University's educational programs. Every Penn State campus has resources for students with disabilities. The Student Disability Resources (SDR) website provides contacts for disability services at every Penn State campus. For further information, please visit the SDR website.
In order to apply for reasonable accommodations, you must contact the appropriate disability resources office at the campus where you are officially enrolled, participate in an intake interview, and provide documentation based on the documentation guidelines. If the documentation supports your request for reasonable accommodations, your campus's disability resources office will provide you with an accommodation letter. Please share this letter with your instructors and discuss the accommodations with them as early in your courses as possible. You must follow this process for every semester that you request accommodations.
Additional Policies
For information about additional policies regarding Penn State Access Accounts; credit by examination; course tuition, fees, and refund schedules; and drops and withdrawals, please see the World Campus Student Center website.
If you have a crisis or safety concern, mental health services are available to you as a Penn State student. Crisis and emergency contacts are available, no matter where you are located:
- Anywhere in the United States: Call the Penn State Crisis Line at 1-877-229-6400 or text LIONS to 741741. You can also contact your local crisis services or hospital for emergencies.
- Outside the United States: Please contact emergency services in your current location. You can also use the International Crisis and Emergency Services listings.
- At University Park: Assistance is available at Counseling & Psychological Services (CAPS) locations on campus.
- At a Penn State branch campus: You can search for counseling information at your campus.
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