Syllabus UBC SAUDER SCHOOL OF BUSINESS COURSE INFORMATION Course title: Social Media Strategy Course code: Comm 386U Session and term: 2019W1 Section(s): 01 Course duration: Sept 4 - Nov 29 Division: Marketing INSTRUCTOR INFORMATION Instructor: Jarrett Vaughan MA, Msc Phone: Credits: 3 Class location: HA 037 Class times: Mon/Wed 11:30 - 1:00 Pre-requisites: N/A Co-requisites: COMM 293 and one of: COMM 295, ECON 201, or ECON 301 Office location: HA351- 16-OPLOG Email: Jarrett. Vaughan@sauder.ubc.caOffice hours: Mon 3:00-4:00 COURSE DESCRIPTION Social media is changing how business is done around the world in almost every industry. The marketing and business worlds are undergoing fundamental changes in how consumers interact with brands and each other. Social media has helped give consumers a voice and connect them with their friends and other like-minded consumers, and it has also opened up numerous new communication channels available for marketers and brands to connect with current and potential customers. This course is designed to help you understand how marketing has (and has not) changed due to the rise of social media and changes in various underlying contextual factors, such as dramatically increased speed of information dissemination across consumers and brands. The overarching goal is to obtain a clear perspective on what's really going on in digital/social/mobile marketing so that you can begin to appreciate its true value to consumers, to managers, and to other corporate stakeholders. It will equip you with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent in social media and consumer-to-consumer social interactions for achieving business and marketing goals. Note that this course is NOT about specific online social media platforms that you may know well from a user perspective (e.g., Facebook, Twitter, Instagram, Snapchat). While these platforms are important and will of course be discussed, it is important to know in advance that this course is not solely about these platforms. The intention is to broaden your perspective, not narrow your thinking by focusing on just a few platforms that happen to be important now. The emphasis of this course is instead on understanding consumers' social interactions, examining the various social media channels available to marketers, learning how to build social marketing strategies, and practicing how to track their effectiveness. Also, since social media is heavily technology-driven, we will cover some relevant related aspects in digital marketing more broadly, including emerging topics in electronic commerce and mobile marketing. COURSE FORMAT Typical use of class time is lecture, discussion, and cases. Comm 386U 01 1
UBC SAUDER SCHOOL OF BUSINESS Syllabus LEARNING OBJECTIVES Upon completion of this course, students will be able to: · Understand what social media is and how this new type of media and communications technology influences how business and marketing is done · Understand key principles of "connected consumers" from psychological and sociological perspectives, and how these principles can be leveraged when developing social media marketing strategies · Develop skill in using the predominant social media tools currently available for business/marketing