Social media

Course Guide
Course Description
Social media is a great tool that significantly influences organizational communication. Social
media has emerged as the fifth ‘P’ of marketing and has been added to the marketing mix as
participation. Participation includes leveraging social media platforms such as Facebook and
Instagram to create an environment that adds value and meets the needs of stakeholders.
Organizations that want to build brand loyalty use social media to do it.


Instructional and Supplemental Materials
The Essential Social Media Marketing Handbook: A New Roadmap for Maximizing Your Brand,
Influence, and Credibility (The Essential Handbook) Paperback – May 15, 2017 by Gail
Martin (Author)
Social Media Marketing Workbook: How to Use Social Media for Business (2022 Online
Marketing) Paperback – October 17, 2016 by Jason McDonald Ph.D. (Author)
SOCIAL MEDIA MARKETING FOR BEGINNERS 2022: 2021 Is Over! Start Now with The Most
Innovative Strategies To Create Essential Content, New Tips And Tricks For Facebook,
Instagram, Twitter, And Youtube Paperback – February 11, 2022 by CHANDLER


500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook,
Twitter, Instagram, Pinterest, LinkedIn, YouTube, Snapchat, and More! Hardcover – May 4,
2021 by Andrew Macarthy (Author)


Learning Outcomes: Weeks 1 – 3
Understand the difference between traditional, digital, and social media marketing
Understand various social media platforms and how they can be applied to marketing
Choose the right social media platforms for marketing


Learning Outcomes: Weeks 4 – 6
Understand the importance of social media marketing in the business world and why it is such
a vital part of a company’s overall marketing plan
Learn how a brand may start and grow its business by utilizing various social media platforms
Learn how networking and peer-to-peer influence help create brands and influence purchasing
Students should be able to design winning social media strategies that increase brand
awareness and drive revenue by the end of this course


Weekly Schedule: Weeks 1 – 3
Week 1
Introduction to social media marketing
Types of social networking sites and their application to marketing
Differences between traditional, digital, and social media marketing
Why business organizations are incorporating social media into their marketing strategies
Strategic Social media marketing
Week 2


Social media management and marketing
Benefits of social networking and online communities to businesses
Social media monitoring for market intelligence
Online public relations and reputation management
Challenges of real-time marketing on social media
Week 3
Online reviews
Advertising on social media
Event social media marketing
Social customer relation management


Weekly Schedule: Weeks 4 – 6
Week 4
Branding in Social Media Marketing
Why social media is an essential tool in marketing
Peer-to-peer Influence
How to Create a Winning Social Media Strategy
Definition of Personas and How They are Developed
Week 5
Eye-Catching Content for Social Media Marketing
Different Social Media Platforms and their Applications
Presentation Sharing


Social Media Advertising
Audience Engagement
Week 6
How Social Media Teams are Structured
Integrating Social Media into the Marketing Strategy
Social Media and Digital Marketing
Influencer Marketing
Measuring the ROI of Social Media Marketing