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MKTG480

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

  1. Academic Integrity Module
  2. Lesson 1 Quiz—due Thursday
  3. Discussion 1: Introductions (post due Thursday, reply due Sunday)
  4. 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

  1. Lesson 2 Quiz—due Thursday
  2. Discussion 2: 24-Hour Challenge (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 3 Quiz—due Thursday
  2. Discussion 3: Who Influences You? (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 4 Quiz—due Thursday
  2. Discussion 4: Roxy Theater Design Challenge (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 5 Quiz—due Thursday
  2. Discussion 5: Instagram Influencers (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 6 Quiz—due Thursday
  2. Discussion 6: A/B Experiment (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 7 Quiz—due Thursday
  2. Discussion 7: Social Media Challenges (post due Thursday, reply due Sunday)
  3. Analysis Paper: TikTok Campaign—due Sunday
  4. 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

  1. Lesson 8 Quiz—due Thursday
  2. Discussion 8: Social Selling (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 9 Quiz—due Thursday
  2. Discussion 9: Experience Strategy (post due Thursday, reply due Sunday)
  3. Social Media Simternship Round 2—due Thursday
  4. 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

  1. Lesson 10 Quiz—due Thursday
  2. Discussion 10: Case for Measurement (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 11 Quiz—due Thursday
  2. Discussion 11: Social Listening (post due Thursday, reply due Sunday)
  3. Social Media Simternship Round 5—due Thursday
  4. 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

  1. Lesson 12 Quiz—due Thursday
  2. Discussion 12: Employee Advocacy (post due Thursday, reply due Sunday)
  3. 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

  1. Lesson 13 Quiz—due Thursday
  2. Discussion 13: Crisis Response (post due Thursday, reply due Sunday)
  3. Social Media Simternship Round 8—due Thursday
  4. 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

  1. Final Discussion: Issues and Trends—post due Sunday
  2. Social Media Simternship Round 10—due Sunday
  3. Social Media Simternship Round 11—due 2nd Wednesday
  4. Social Media Simternship Round 12—due 2nd Friday
  5. 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

  1. Final Reflection Essay—due last day of finals period

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