COURSE OUTLINE

Course Name Social Media Marketing Prepare 20-9-2020

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Course Code

Credit Hours 48

Course Prereq. Revised 11-10-2021

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Course Type Core Course Elective

Program BBA

Semester Fall 2021

Instructor: Miss Habiba Usman

(habibausman15@gmail.com)

Course Description

● Social media strategy and planning have become essential elements of any overall
marketing communications plan.

● However, as a relatively nascent field of marketing, and in an environment that is ever

changing, what constitutes best practice in this field is constantly evolving.

● This course is built on the premise that staying current with various platforms and
technologies is less important than understanding how social media affects how we interact
and do business day-to-day.

● This course will look at the various ways that social media has shaped and changed the
field of marketing and the meaning of customer communication within the overall
marketing plan.

Course Learning Outcomes Program Goal

Sr. PG1 PG2 PG3 PG4 PG5

No

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 CLO1 Understand the Social Media space and ✔
tools

CLO2 Design social media programs that ✔ ✔ ✔ ✔

directly support business and marketing
goals.

CLO3 Develop social marketing tactics that ✔ ✔ ✔

integrate with other online and offline
marketing channels and programs

CLO4 Identify how to effectively utilize ✔ ✔

common social marketing techniques,
such as crowdsourcing and viral
marketing.

CLO5 Measure the effectiveness of social ✔ ✔ ✔ ✔

marketing activities

Teaching & Learning Methodology

● Lectures.

● Reading material, video clips and role plays.

● Group work and exercises.

● Individual and group projects.

● Presentations.

● Case studies (including articles), class assignments.

Textbook(s)

 Tutan, T. L. & Solomon, M (2017). Social Media Marketing, 3 rd Edition, Sage

Publications.

Reference Book(s)

 Gupta, S. (2018). Driving Digital Strategy: A Guide to Reimagining Your Business,

Harvard Business Review Press.

Research Journals /Papers

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Students will be provided with updated/latest Journal articles/working papers/ conference
proceedings for relevant topic as extra reading.

Magazine Articles/ Published Material

● Harvard Business Review

● ABS Journals

● ADBC Journals

● Online SMM Companies Publications

Grading Policy

Assessment Total Marks Percentage

Instruments

Pop up Quizzes 30 (10 + 10) 10%

(Best 3) + 2 OPTIONAL
Optional

Valid/active Class 15 5%

Participation and

Contribution

3 Assignments + 10+15+10 20%

(Project/seminar

+ presentation)

Mid Term Exam 50 25%

Final Exam 100 40%

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 Activities (Critical Thinking) Learning

Week/ Contents Case Studies, Roleplays, Movie Clips, Assignments, Objectives

Session Research Papers,
Addressed
Presentations

(Additional study material videos can be changed)

1 ● Intro to social Intro video CLO 1

media, intro to
class,
expectations https://www.youtube.com/watch?
● STPs v=I2pwcAVonKI&ab_channel=Simplilearn

https://www.youtube.com/watch?
v=FSTY5fU9YA4&ab_channel=DanLok

2 ● Social Media CLO 1

Marketing
Couldry N, van Dijck J. Researching Social Media as CLO 3
● Listening to if the Social Mattered. Social Media + Society. July
customers 2015. doi:10.1177/2056305115604174

3 ● Social Media Podcast:https://www.marketingprofs.com/podcasts/2017 CLO 3

Platforms and /31659/personal-branding-mark-schaefer-marketing-
Social Network smarts?adref=nlt030117
Sites

4 ● Network Reading: Using Social Technology to Turn Your Most CLO 3

Structure and Enthusiastic
Customers into Evangelists (8348BC) CLP 4
Group
Influences in
social media

5 ● Content http://www.pygaze.org/2016/03/how-to-code-twitter- CLO 2

4
 Creation and bot/ CLO 4
Sharing:
Blogging, Reading: A Practical Approach to Developing Your
Streaming Company’s Social Media Strategy (8341BC)
Video, Podcasts, Reading: 4 Questions to boost your social media
and Webinars marketing, HBR 2020

6 ● Microblogging Case: Porsche: Harnessing Social Media (W14565) CLO 2

● Tactical https://www.craigkuzniknelson.com/ CLO 3

Planning and
Execution

7 ● Social Media https://www.youtube.com/watch? CLO 1

Marketing v=uQGYr9bnktw&index=1&list=PL2793538D64564
Strategy 002 CLO 3

● Social media https://www.youtube.com/watch?

marketing plan v=Dr17OHBhFz4&index=4&list=PL2793538D64564
002

Case:

Maersk Line: B2B social media ---“its communication

not marketing (B5779)

8 ● Social Media https://www.youtube.com/watch?

and Brand v=6XvFh87EsDo&index=4&list=PL9CE06569AB5E7
Building 73D CLO 1

● Market https://www.youtube.com/watch? CLO 5

research: v=RlBTxuWCuL8&index=5&list=PL9CE06569AB5
Building buyer E773D
persona

Mid Term Week and Mid Term

Revision

9 ● Video https://www.youtube.com/watch? CLO 1

Marketing v=dE1DuBesGYM&list=PL88943CBEBAF0CD83&in
dex=2 CLO 2
● Marketing with
Photos Sharing

5
 Sites

10 ● Content https://www.youtube.com/watch? CLO 1

Marketing: v=qnR3I8hkgP0&list=PLA1CDE177370087C3&index
Publishing =8 CLO 4
Articles, White
Papers, and E-
Books

11 ● Mobile Case: Banking on Social Media (W14686) CLO 3

Marketing on
Social Networks CLO 4

12 ● Social Media Case: Hootsuite: Monetizing the social media CLO 5

Monitoring dashboard (W12333)
CLO 5
● Tools for
Managing the
Social Media
Marketing
Effort

13 ● Social Media CLO 5

Metrics

14 Presentations CLO 5

15 Presentations

16 Presentations

17 Revision week

18 Finals

Mandatory Instructions

a) The quizzes will be unannounced, and frequent and no make-up quizzes under any
circumstances; for example, If any student is absent on the day of Quiz, no make-up quiz or any
assignment will be considered to cover up the missed quiz.

b) Quizzes will serve two purposes, first they will ensure that you read the assigned material, and
secondly test your understanding of the key concepts introduced in the readings and the
discussions whatsoever.

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c) Valid/active Participation and contribution is assessed during weekly class lectures/submission
deadlines and overall behaviour of the student during each lecture.

d) The individual & group small assignments/tasks will help students apply the theories. Thus
gaining a deeper understanding of the concepts, their strengths and weaknesses, and a better
understanding of the course.

e) Attendance is 75 % compulsory; no changes/favours will be given further.

f) Class activities will ensure the application of key and real-life practical concepts.

g) The Mid-term and Final exams will test your ability to synthesize the frameworks, so you
develop and exhibit a holistic understanding of Entrepreneurial process.

h) Mid and Final exam in the form of written test includes essay type questions and consists of a
selection of questions based on all course issues and materials: relevant textbook chapters lecture
and online material and cases discussed/non discussed etc.

ALWAYS FOLLOW AND LISTEN THE INSTRUCTIONS CAREFULLY AND SUBMIT

YOUR TASKS ONTIME OTHERWISE NEGATIVE MARKING METHOD WILL BE
USED IN THIS COURSE IF SUBMITTED LATE TASKS

Final Project

Social Media Campaign Project and Seminar

You may work in teams of up to no more than five (5) for this assignment. The purpose of this
assignment is to apply course concepts to a real situation. For this project you will have to: #

1. Conduct a thorough analysis of an organization’s existing social media marketing activities

2. Develop a social marketing media campaign plan for a client organization

3. Engage the campaign for several weeks during the semester.

All projects should be approved by your instructor and should clearly apply a suitably wide
range of topics covered throughout the course. Your analysis/plan should consider social media
strategy and planning, theory and best practice, socio-cultural issues, coming trends, and
activities that the organization does and does not currently undertake. Using your own research
and analysis as a foundation, you should then draw conclusions and make recommendations as
appropriate.

You need to present your organizational social media marketing strategy to the public so that
they know about your organization and your products.

Additional Instructions

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• Students will be required to present the Final Project individually (as per dates mentioned in the
course outline) in maximum 10 minutes and every group member must present.

• Further instructions for each specific project will be given in the project scope document.

▪ In the event of a missed session, it is the student’s responsibility to consult LMS/CMS and their
classmates for missed content.

▪ Class attendance will be taken as per the /choice of the instructor (start or before ending the
class). Do not be late for class otherwise you will be marked absent for the session(s). Maz
leverage time is 15 minutes start of the class!

▪ It is the student’s responsibility to continuously monitor his/her attendance. Do not ask the
instructor to change/modify the attendance, unless there has been an accidental oversight. In
such an event, the student should inform the instructor of the error (with proof) before the month
ends.

NO FAVOURS WILL BE GIVEN DURING THE SEMESTER

Academic Dishonesty:

• Students need to carefully consider Bahria Business School’s policies regarding plagiarism.
Group-work is encouraged but any form of plagiarism is a crime and will not be tolerated. Strict
action will be taken against any student(s) found plagiarising any material and submitting it as
his/her own.

● The statement highlights examples of unacceptable behavior which include, but are not
limited to, the following:
▪ Cheating: Intentionally using or attempting to use unauthorized materials, information, or
study aids in any academic exercise; copying from another student’s examination; submitting
work prepared in advance for an inclass examination; taking an examination for another person
or conspiring to do so.

▪ Plagiarism: Intentionally or knowingly representing the words or ideas of another as one’s

own in any academic exercise; failure to attribute direct quotation, paraphrase, or borrowed facts
or information.

It is expected that all work that is handed will be your own. Any ideas or content that come from
another source must be properly cited (including any content taken from the Internet, books,
articles and lectures). Make sure you understand the Plagiarism policy handed to you by the
university (Student Handbook) and you should bring it with you in the next class that you take
with me. Moreover, Turnitin will be used as the plagiarism software to evaluate all your

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submissions. Any acts of plagiarism and cheating will be dealt strictly and in accordance with the
policy in place by the University.

BBA Program Goals

PG1 – Ethical consideration and behavior

PLO 1: Inculcating ethical values and prosocial behavior among students through community
support programs and other related activities.

PLO 2: Ensuring ethical considerations while making effective business decisions.

PG2- Analytical skills

PLO 3: Developing analytical skills by evaluating current and emerging business problems to
enhance critical thinking of students.

PG3 – Communication and interpersonal skills

PLO 4: Enhancing business communication skills for self and professional development through
class room teaching, co-curricular and extra-curricular activities.

PLO 5: Developing interpersonal skills by preparing students to work in teams in diverse

professional environment to better understand and to respect the opinion of others.

PG4-Core business knowledge

PLO 6: Providing core knowledge in the field of management, marketing, finance, human
resource, information technology, statistical analysis, and research.

PLO 7: Imparting industry specific knowledge while bridging the gap between academia and
industry.

PG5 – Technological skills

PLO 8: Depict knowledge and problem solving through technology based instructional design.

PLO 9: Instill among students the use of current technology through application of relevant and
latest software across broad business domains.