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
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- Lesson 1 Course Content
- Essentials of Social Media Marketing (ESMM)—Ch. 1: Introduction to Social Media Marketing
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Assignments
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- 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
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- Lesson 2 Course Content
- ESMM—Ch. 2: Developing Your Personal Brand
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Assignments
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- 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
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- Lesson 3 Course Content
- ESMM—Ch. 4: Marketing With Facebook
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Assignments
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- 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
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- Lesson 4 Course Content
- ESMM—Ch. 3: Social Media Marketing Strategy and Social Media Advertising
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Assignments
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- 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
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- Lesson 5 Course Content
- ESMM—Ch. 5: Marketing With Instagram
- ESMM—Ch. 7: Marketing With Snapchat
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Assignments
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- 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
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- Lesson 6 Course Content
- ESMM—Ch. 6: Marketing With X
- ESMM—Ch. 9: Marketing With LinkedIn
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Assignments
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- 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
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- Lesson 7 Course Content
- ESMM—Ch. 10: Marketing With YouTube
- ESMM—Ch. 11: Marketing With TikTok
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Assignments
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- 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
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- Lesson 8 Course Content
- ESMM—Ch. 8: Marketing With Pinterest
- ESMM—Ch. 17: Social Selling
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Assignments
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- 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
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- Lesson 9 Course Content
- ESMM—Ch. 13: Social Media Marketing Campaigns
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Assignments
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- 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
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- Lesson 10 Course Content
- ESMM—Ch. 18: Social Media Analytics and Measuring ROI
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Assignments
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- 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
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Assignments
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- 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
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- ESMM—Ch. 14: Influencer Marketing With Social Media
- ESMM—Ch. 15: Employee Advocacy
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Assignments
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- 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
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- Lesson 12 Course Content
- ESMM—Ch. 16: Social Media Policies and Crisis Response Plan
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Assignments
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- 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
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- Lesson 13 Course Content
- ESMM—Ch. 12: Blogs, Vlogs, Podcasts, and Webinars
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Assignments
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- 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
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Assignments
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- Final Reflection Essay—due last day of finals period
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