ADMK3201 · Advancing Studies

Social Media Marketing Strategy

ADV

Social Media is an ever-evolving marketing channel that has fully infiltrated and redirected consumer behavior over the 20 years. We, as consumers, now have more access to businesses, brands, and products at the touch of a button or click of a mouse; from posting, to blogging and vlogging, to social ecommerce, and social marketing through celebrities and influencers- the lines of traditional marketing have become more skewed to the digital landscape over the last two decades, and is continuously driving behavior changes in the space. Fully understanding the social media landscape, and what is involved in fully utilizing the space, is critical to a fully robust marketing strategy in todays marketing and communication environment. This course will delve into all the different aspects of the social media channel, providing history of the channel, consumer behavior changes, and past, present, and potential future trends of the channel. This course will also incorporate individual case study work throughout the course, as well as a final group project that will be a Strategic Social Media Analysis of an existing company, due at the end of the term.