Course Descriptions & Syllabi

Course Descriptions & Syllabi

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Areas of Study | | BMGT210 syllabus




COURSE NUMBER: BMGT210
COURSE TITLE:Content and Social Media Marketing
DIVISION:Business
IAI CODE(S):
SEMESTER CREDIT HOURS:3
CONTACT HOURS:60
STUDENT ENGAGEMENT HOURS:135
DELIVERY MODE:Online

COURSE DESCRIPTION:
The Content and Social Media Marketing course explores the expanding digital marketing areas of social media and content marketing. Social media and content marketing are instrumental and interrelated tools at the forefront of a company’s marketing strategy that engages consumers with creative content and effective messaging while leveraging digital communication to enhance brand identity, loyalty, and consumer engagement.

The course features methods and strategies businesses use to engage consumers by developing an understanding of content marketing methods, which provides the foundation to build a company’s social media strategy. The course will utilize case projects and current business practices in social media and content marketing to promote student learning. Students will gain understanding in the development of original, relevant, and effective content for users and customers. Popular digital marketing formats and platforms that involve the creation and sharing of content and messaging will be featured.


PREREQUISITES:

STUDENT LEARNING OUTCOMES:
Upon completion of this course, students will be able to:
  • Develop effective digital communication skills essential for a career in digital marketing concentrating in social media and content marketing areas. Students will demonstrate effective development of creative content using words and images for multiple platforms.
  • Apply social media and content marketing knowledge to select the most effective digital and social media tools, channels, and platforms for the target audience to achieve optimum results and meet marketing plan goals.
  • Develop and produce creative content in a variety of formats for multiple channels and platforms that is the best method to best achieve marketing plan goals.
  • Develop evaluation skills in selection of effective content and social media marketing methods, tools and strategies used in business.
  • Understand the need to identify cultural, global and societal influences in content and social media marketing.
  • Possess an understanding of social trends that influence company created content and social media tools and strategy.
  • Demonstrate knowledge of current digital tools, techniques devices commonly employed in the marketing profession.

TOPICAL OUTLINE:
  1. Overview of Social Media and Content Marketing
    1. Linking content and social media strategy to marketing plan. Synergy between content and social media marketing.
    2. Content and social media channels and platforms.
    3. Optimizing organic/owned, paid, and earned media.
    4. Aligning content and social media strategy with marketing plan.
    5. Content mapping, storying, brand ambassadors, emerging trends.
    6. Building organic content as a company/identifying internal sources of content.
    7. Evaluation of current owned content.
    8. Content creation & development: Being authentic and relevant. Incorporating user generated content into marketing campaigns.
    9. Content media analytics/performance reporting/dashboards.
    10. Tracking and analyzing content.
  2. Defining Content Strategy
    1. Six steps of content marketing
    2. Building content as a company asset
    3. Developing brand content through content marketing: review platforms such as blogging, and podcasting.
    4. Brand ambassadors.
    5. Evaluation of current company content.
    6. Content development.
    7. Sourcing internal content
    8. Storytelling.
    9. Developing authentic, relevant and wanted content.
    10. Content media analytics / tracking and analyzing content
  3. Social Media Marketing
    1. Overview of popular social media platforms
    2. Identification and selection of effective platforms to support your social media plan / content plan and overall company marketing plan.
    3. Developing multimedia content for social media sites to achieve organizational strategic communications goals. Hootsuite content will be utilized throughout the course.
    4. Social media analytics.
  4. Best Practices in Content and Social Media Marketing
    1. Engaging audiences.
    2. Managing content.
    3. Expanding content and sociamedia’s reach
    4. Ensuring content/social media’s impact

TEXTBOOK / SPECIAL MATERIALS:
See bookstore website for current book(s) at http://www.dacc.edu/bookstore

EVALUATION:
A point system will be utilized to calculate classroom performance. Checkpoints, projects, case studies, final exam, miscellaneous assignments, and participation points will be assigned. Total points will be determined for the semester. The following percentages will be used to assign grades:

90-100% = A

80-89% = B

 70-79% = C

  60-69% = D

  59-below = F


BIBLIOGRAPHY:

STUDENT CONDUCT CODE:
Membership in the DACC community brings both rights and responsibility. As a student at DACC, you are expected to exhibit conduct compatible with the educational mission of the College. Academic dishonesty, including but not limited to, cheating and plagiarism, is not tolerated. A DACC student is also required to abide by the acceptable use policies of copyright and peer- to-peer file sharing. It is the student’s responsibility to become familiar with and adhere to the Student Code of Conduct as contained in the DACC Student Handbook. The Student Handbook is available in the Information Office in Vermilion Hall and online at: https://dacc.edu/student- handbook

DISABILITY SERVICES:
Any student who feels s/he may need an accommodation based on the impact of a disability should contact the Testing & Academic Services Center at 217-443-8708 (TTY 217-443-8701) or stop by Cannon Hall Room 103. Please speak with your instructor privately to discuss your specific accommodation needs in this course.

REVISION:
Spring 2019

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