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Social Media Marketing Syllabus
Social Media Marketing Syllabus
This class will use a variety of teaching/learning methods with considerable emphasis on class interaction and
discussion. Lectures will be supplemented by discussion and an exchange of information to encourage the
development and expression of analytical skills. Therefore, students must be prepared.
In addition, being prepared for class will help students develop analytical skills, formulate ideas, and improve
their communication skills. Reading the text, hand-outs, and other material will provide students the foundation
for discussing important marketing topics and evaluating current social media marketing methods and strategies.
Course Framework
The text, Six Pixels of Separation, is divided into fourteen chapters which will serve as the underlying framework of
this course.
Grade Components
Grade Percentage
A 100% to 93%
The course grade will be determined by the following:
A- 92% to 90%
B+ 89% to 87%
8 Quizzes (10 points per quiz) 80 points B 86% to 83%
4 Assignments 550 points B- 82% to 80%
(Assignments 1,2,3=100 pts each; Assignment 4=250 pts) C+ 79% to 77%
Midterm Exam 100 points C 76% to 73%
Final Exam 100 points C- 72% to 70%
D+ 69% to 67%
Attendance 100 points D 66% to 63%
Team Evaluation 100 points D- 62% to 60%
Class Participation (10 points per class) 110 points F 59% or less
Total Points 1140 points
Grading Criteria
Grade A, A- Requirements
1. Demonstrates accurate and sophisticated understanding of readings and issues. Does more than
repeat text or lectures. Draws out additional important implications.
2. Shows a critical stance toward opinions expressed in class or readings. Expresses their own views
articulately and defends them well.
3. Shows originality of thought in pressing the critical stance, in drawing out additional implications
from readings and class discussions, and in finding personal meaning in the readings and issues
discussed.
4. Expressed ideas clearly. Papers contain very few grammatical or stylistic weaknesses.
5. Demonstrates a leadership role in team assignments and attends all team work sessions.
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Grade B+, B and B- Requirements
1. Overall, demonstrates an accurate grasp of the readings and issues, but with some inaccuracy and
without deeper sophistication and the ability to draw out additional implications.
2. Some attempt to take a critical stance, but with little effort or success in defending that stance.
3. Some attempt to find personal meaning.
4. Sufficient clarity of expression to communicate ideas but stylistic or grammatical weakness creates
some difficulties.
5. Performs their portion of team assignments thoroughly and accurately / participates in most team work
sessions.
1. A genuine effort to understand has been made, with some demonstrated understanding of reading
and issues but with serious deficiencies.
2. Generally lacking in critical stance or in a defense of that stance.
3. The attempt to find personal meaning is either lacking or greatly hindered by difficulties in
understanding.
4. Despite some errors, performs most of their portion of team assignments thoroughly and accurately /
participates in some team work sessions.
Grade F Requirements
1. Simply an unsatisfactory effort in key respects, especially in understanding and clarity of expression.
Chapter Quizzes
Chapter Quizzes will be posted on Blackboard (Bb). Students are required to read the assigned Chapter, and
complete the Bb Chapter Quiz before the class discussion of the Chapter content. Quizzes will be available on
Bb until midnight, the night before class. This will help prepare the student for the class discussion of the chapter
material. Additional relevant material from previous classes may also be included in the quizzes.
Missed or late quizzes cannot be made up under any circumstances except for good cause and adequate notice;
an early quiz may be given.
All projects and exercises are due on the date specified in class and on the syllabus. Since the projects are
designed to lead the students through the process of learning about marketing, they must be submitted when
specified. All assignments will be returned with comments as soon as possible.
There are 2 multi-chapter examinations. The Midterm will cover chapters 1-7 and related material, while the
Final covers chapters 8-14. Exam questions could consist of a combination of multiple-choice, true/false, and
short answer essays. The test questions will come from the assigned readings (text, handouts, online resources),
classroom exercises, projects and/or other assignments associated with the class
Late exams lose 20% of their point value and can only be taken with the approval of the instructor following an
assessment of the students excuse. Further, late exams must be completed before the next class meeting
(midterm) or within 2 school days (final). Exams not completed as noted, will receive a grade of 0.
Participation
The collaborative adult learning model requires students to participate and actively engage in the learning
process.
Participation is not the same as attendance. Attendance is simply being present in the classroom.
Participation requires students to be actively involved in the learning process. The contributions made by the
student should be related to the course content, be relevant to class discussion, and advance shared learning. In
preparation for every course, students will be expected to achieve defined learning outcomes upon which a
students grades depend. Students bear the responsibility to come to class prepared to fully participate in each
class session.
It is expected that students will participate in class. There are many ways this can be done, including:
Asking relevant questions.
Relating chapters to class discussion.
Contributing newsworthy marketing information.
Showing initiative to solve problems before asking instructor for assistance.
Attendance
In business, not showing up for work can be viewed as grounds for disciplinary action, not getting paid, even
dismissal. In the classroom, we will follow the same principle. Attendance will be taken at the start of class.
Each class meeting will represent an equal share of the attendance total point value (see page 2). Weather-related
campus closures and class cancellations will of course be the exception.
Students are responsible for obtaining material, which may have been distributed on class days when they were
absent. This can be done by contacting a classmate who was present or by contacting the instructor during
normal office hours.
Sometimes during class discussions, students will offer information from their place of employment. This may
include polices, practices, strategies, and future initiatives. With respect for the other members in the class, we
will treat all discussions as CONFIDENTIAL CLASS DISCUSSIONS that is, as information that will not leave
the classroom.
In the classroom, as in business, plagiarism and cheating are serious offenses. Offenders may receive a grade of
zero on the exam, paper or project; or even failure in the course; or expulsion from the University. For more
information, refer to the Academic Honesty, Computer Ethics, and Copyright Laws policies in the University
Catalog.
Additionally, all Lewis students must abide by the Lewis University Information Services Acceptable Use Policy.
This is an agreement between members of the Lewis community and Lewis University regarding use of the
Internet, on-campus network, Web Page, Course Management Systems, Student Information System, and all
electronic systems. See: http://www.lewisu.edu/welcome/offices/infoservices/All_AcceptableUsePolicy.htm
Cell phones and smart phones must be turned off during class unless instructed for a particular social
media/mobile application by the professor. Except in emergency or special situations, use of cell phones and
smart phones is forbidden in class.
1. University policies
Refer to current course schedule booklet for policies concerning:
a. Weather related closure of university and/or Off-campus sites.
b. Personal decision not to attend class due to weather.
The instructor reserves the right to modify, change, or waive any part of the syllabus or the evaluation criteria for
this course. The instructor will provide prior notification of any modifications.
Specific Deliverables
Text Assignments:
Read the 14 chapters of the book and be prepared for 8 quizzes which will be posted on Bb and due by midnight,
the night before class. Also, be prepared to discuss the material in class.
Assignment 1: (Individual)
Social Media Info-Graphic: Due Week 2 (100 points)
Research a current social media marketing plan for a major corporation. Based on your research, choose another
major corporation and create a one page info-graphic describing your suggested social media marketing plan for
that corporation.
Examples of corporate social medial plans and info-graphics can be found here:
http://www.scribd.com/mary_duquaine
Assignment 2: (Individual)
Develop your Personal Brand: Due Week 8 (100 points)
Complete account registration at LinkedIn, Facebook and Twitter. Create a profile and upload your photo, add a
minimum of 5 connections, 5 Facebook Friends, Follow at least 5 people or businesses, and post at least one
tweet.
Assignment 3: (Group)
Digital Marketing Strategy: Due Week 11 (100 points)
Choose a small to medium sized business that is either existing or a business that you would like to run. Create a
3-5 page digital online marketing strategy for that business. This strategy will include determining the target
market, the 4 Ps, (Product, Price, Place and Promotion, as well as Positioning), competitive analysis, and
suggestions for social media integration. (Utilize Digital Marketing Strategy Template - will be provided in
class.)
Assignment 4: (Group)
Development of Company Website: Due Week 13 (250 points)
In groups of two, determine a company website using content that you create.
Make website live by uploading the company web pages on the Internet using WordPress as a CMS, Content
Management System.
The website will meet these specifications:
Company Name in Header
Include a Complete Site Architecture Menu Structure
o Menu will include Contact Us and About Us pages, plus additional appropriate category pages.
Home page and 12 additional interior pages with unique written content on each page.
Include between 6-12 images. (Remember to pay attention to legal use and copyright laws.)
Include at least one video or podcast.
Include at least 3 calls to action.
Include a blog with 4 posts of 2-3 paragraphs each.
Include access to at least 3 social media platforms.
Install Google Analytics.
Install a Search Engine Optimization Plugin and optimize all 4 blog posts and your home page.
Get 5 other websites to link to your website.
Be prepared to give a 10 minute presentation of your website on the last day of class.
You will be graded on the completion of all of these tasks and the quality of the information included on your
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website. I will pay special attention to how you chose to include social media and search engine optimization
skills to your website, as well as traditional marketing considerations like knowing your target audience and
utilizing calls to action to help increase conversions (sales or actions) on your website.