MKT 6356-70: Marketing In The Age Of Social Networks Fall .
MKT 6356-70: Marketing in the age of Social NetworksFall 2018Pradnya Joshi, Ph.D.Class Days/Times/Location or Other Format: OnlineOffice Location: CC332GOffice Hours: Monday and Wednesday: 10.30am-2pm; Tuesday: 11am-1pm; or by appointment.Office Phone: 806-651-7965Email: pjoshi@wtamu.edu and Blackboard course messagesSocial Media: Keep up with the latest happenings of your COB on Facebook and Twitter, connect with us onLinkedIn, and check out COB videos on YouTube.LinkedIn: www.linkedin.com/in/pradnyajoshi: You are welcome to add me to your LinkedIn network.Terms of UseA student's continued enrollment in this course signifies acknowledgment of and agreement with thestatements, disclaimers, policies, and procedures outlined within this syllabus and elsewhere in the WTClassenvironment. This Syllabus is a dynamic document. Elements of the course structure (e.g., dates and topicscovered, but not policies) may be changed at the discretion of the professor.WTAMU Paul and Virginia Engler College of Business Mission StatementThe mission of the Paul and Virginia Engler College of Business is to provide high quality undergraduate andgraduate business education with a global perspective and ethical awareness. We accomplish this throughemphasis on excellence in teaching, which is strengthened by faculty scholarship and supported byprofessional service.Learning Objectives of the WTAMU Paul andVirginia Engler College of Business ProgramsThe Engler College of Business (COB) at West TexasA&M University (WTAMU) seeks to preparestudents in the Bachelor of Business Administration(BBA), Master of Business Administration (MBA),Master of Professional Accounting (MPA), and theMaster of Science, Finance and Economics (MSFE)degree programs for careers in business and tofoster their professional growth and advancementvia key learning goals and objectives.The learning objectives of the Paul and VirginiaEngler College of Business are as follows: Leadership Communication Critical Thinking Business Integration Core Business Knowledge Global Business Environment Business Ethics and Corporate Governance1
Course DescriptionFocus of the course will be on understanding social networks, how to build social media marketing strategies (andmore importantly, how to incorporate them into the traditional marketing strategy frameworks), and how to tracktheir effectiveness.Course ObjectivesUpon completion of the course, the student should be able to demonstrate a sufficient command of the subjectmatter such as to meet the following objectives:1. Understanding features of diverse social networks2. Understanding benefits, and drawbacks of social networks3. Formulating strategies based on each social network unique differences4. Understanding how to monitor and evaluate social media campaignsMap from COB Learning Objectives to Specific Course ObjectivesThe Engler College of Business Learning Goals are related to the course objectives for MKT 6356 as follows:1. Students will demonstrate competencies in writing, speaking, and technology communication viaparticipation in discussion boards, and writing assignments.2. Students will demonstrate their competencies in critical thinking via participation in writing assignments,discussion boards, and social media campaign project.3. Students will illustrate and explain theories and concepts related to social networks and marketing viaexams, social media campaign, and writing assignments.Course Materials (Text, calculator, etc.)All of the course materials will be provided through the Blackboard system in the weekly content folders.Course Grading PoliciesGrades may not be curved. Only excellent work will receive an A. Performance in this class will be determinedby your ability to demonstrate knowledge of the material covered, your ability to work effectively with a teamof other students on a real-world marketing communication problem, and your contributions to the class byparticipating in discussion boards.DescriptionExams (2 x 100 points each)Discussion boards (4 x 15 points each)Writing assignments (4 x 15 points each)Google AdWords certificationSocial media campaign final projectClass participationTotal Points2Points20060605010030500
Grading ScaleA 90% and UpB 80%-89.99%C 70%-79.99%D 60%-69.99%F 59.99% or belowCourse Assignment, Examination, and or Project PoliciesThis class will incorporate a combination of lectures, writing assignments, and discussions to develop thevocabulary and concepts of digital marketing. Students should plan to actively participate in onlinediscussions, bring in additional examples as discovered, get on-line to research and evaluate current strategiesand be ready to discuss text topics in discussion boards and Q&A board.ExamsThere will 2 major exams in this course. Each exam will carry equal weight in the final grade (100 points each).The exams will cover the materials from the weekly course folders, and other assigned supplementary readingmaterial. The exams will contain multiple choice, true or false, and essay questions. Exams will be posted andactivated on the specified dates and times in the Exams Folder. Exams must be taken on the specified datesand times. Special consideration will be given to a change of date only with a written medical excuse(s) ordocumentation of other serious emergency.Discussion BoardsOnline discussion boards are designed to facilitate constructive interactions among students. Each discussionboard will pose discussion questions based on the concepts discussed in the course material, current industryreports, important industry events, as well as short case studies. In your responses, you will be asked toexpress your opinion, provide assessments, evaluations, strategies, plans and examples. Word limit for yourresponses will be provided where relevant. For every discussion board, you are expected to create an originalpost in response to the discussion questions as well as respond to at least one of your classmate’s post. Boththe original post and the reply must be substantive. Each discussion board will carry 15 points. Late submissionwill not be accepted.Some basic guidelines for participation:1. Your discussion posts and responses will be graded on the basis of your ability to demonstrate yourknowledge of the assigned reading materials, constructs and issues discussed in the textbook. So, keepyour posts relevant to the learning material.2. Support your opinions and suggestions with references from the learning material. Incorporateconcepts from the text and PowerPoint presentations or other relevant sources. Please cite any sourcesused.3. Focus on the quality of the posts rather than quantity. Your grade will depend on your ability to keepyour post succinct.4. Always focus on the ‘why’ question. For example, Just saying ‘I agree’, ‘It’s nice!’, or ‘Interesting!’ is notenough. Such responses will not receive any points. Explain, why you agree with a specific viewpoint orsuggestion.5. Be professional and formal in your discussion. Exchange your viewpoints respectfully. It is perfectlyacceptable to disagree with your classmates. However, it is very important to express your criticism or3
counter-agreement in a respectful and professional manner. Again, focus on the ‘why’ question. Explainhow and why you disagree.6. Write in a grammatically correct manner.7. In your response to a classmate’s post, try to extend or oppose the position or view, provide new ideas,additional viewpoints, and creative solutions. Avoid just repeating your classmates’s post.8. Commenting more than once is encouraged and may result in extra credit points.9. While there is no required length, comments should be long enough to meaningfully contribute to thediscussion.10. Do not post anything too personal.Writing assignmentsThe writing assignments are designed to facilitate application and evaluation of academic concepts throughshort assignments. The nature of each assignment may vary. For instance, you may be asked to read a casescenario and apply concepts learned within the class to analyze and respond to the scenario, or to find anddiscuss real world examples of concepts learned in the class. You may also be asked to answer essay questionscovering the content of a chapter. It is your responsibility to submit your writing assignment to theappropriate drop box before the drop box closes. Each homework assignment carries 20 points. Lateassignments will not be accepted.Google AdWords CertificationGoogle AdWords is the largest and most widely used online advertising platform. Google AdWordscertification is highly recommended for all marketing professionals. As a part of this course, you are requiredto complete the AdWords Fundamentals certification, plus one other certification of your choice. You will gothrough the learning modules and complete certifications on your own.Depending on the certifications you choose, this will take around ten hours to complete, so make sure toallocate time accordingly. Once you have completed the certification, send me a confirmation of yourcompletion to my email address. If you have previously been certified, you can send me the information aboutyour certification, but I would recommend a refresher depending on how long ago this was taken.Certifications should be emailed to the instructor before the date specified in the schedule.Social media campaign final projectThe purpose of this assignment is to provide experience in the process of developing the elements of acompressive social media campaign for a product/service/organization. Each group will find a real client anddesign a complete social media campaign for this client. You may choose to work with a local business/ familybusiness/ nonprofit organization/ religious organization, etc. Each group will work on this project throughoutthe semester based on what you will have learned in class. Specifically, the project is designed so you will beable to:1. perform an analysis or audit of the current marketing situation for your client, particularly with respect to theiradvertising and communications strategies,2. identify any specific challenges or targets your client have identified,3. develop clear marketing objectives for the social media marketing strategy based on the situation analysis andthe identified social media marketing opportunities, and4
4. identify the best opportunities for using social media as part of your client’s marketing mix to help them achievetheir overarching marketing and business goals.A separate document will be provided on Blackboard to help you select a client and walk you through thenecessary steps needed to accomplish your objective -- developing an effective social media campaign.Class ParticipationA portion of your grade will be based on your regular and meaningful contribution to class discussions. Yourparticipation in online discussions, Q&A board, and/or other online activities will be an important part of yourclass participation grade. The number of your visits to the Course Lessons folder and its learning components(readings, videos, chapters, etc.) will also be taken into consideration. If the number of your visits to theCourse Lessons folder and its learning components is not sufficient, this may adversely affect your final grade.Course Topics - Tentative Calendar of Readings, Topics, and Due DatesThe following is a tentative outline of the course. Exact dates and topics are potentially subject to changedepending on the needs and progress of the class. Students are responsible for keeping track of any changesmade in this class. Any changes will be communicated with students by email or announcement through WTClass. You are required to check the emails from the instructor as they would contain information regardingdue dates, reminders, changes in schedule, etc.Week1DatesAug 27 Aug 31Learning modulesIntroduction, Syllabus reviewAction ItemsIntroduce yourself (Discussion board, dueFriday, Aug. 31, 11.59 pm.)2Sept 3 Sept 7Introduction to social media, andSocial media marketingSocial Media Campaign groups announcedDB1 (Due Friday, Sept. 7, 11.59 pm.)3Sept 10Sept 14Social media in the marketing mix, STPfor social mediaWriting Assignment 1(Due Friday, Sept. 14,11.59 pm.)4Sept 17Sept 21Content marketingFinalize your social media campaign client(Due Wednesday, Sept. 19, 11.59pm.)DB2 (Due Friday, Sept. 21, 11.59 pm.)5sept 24 Sept 286Oct 1Oct 5Oct 8 Oct 127Search Marketing, SEO, PPCWriting Assignment 2 (Due Friday, Sept. 28,11.59pm)Exam 1 –Due Friday, Oct. 5, 11.59pm.Display AdvertisingDB3 (Due Friday, Oct. 12, 11.59 pm)5
8Oct 15Oct 19Email and WebsiteWriting Assignment3 (Due Friday, Oct. 19,11.59 pm)9Oct 22Oct 26Oct 29 Nov 2Mobile MarketingDB4 (Due Friday, Oct. 26, 11.59 pm.)Google AnalyticsWriting Assignment 4 (Due Friday, Nov. 2,11.59 pm.)11Nov 5Nov 9Evaluation and Monitoring - Mediametrics, Consumer insightsGoogle AdWords Certification due Friday,Nov. 9, 11.59 pm.12Nov 12Nov 16Social Media Campaign Final Project due:Wednesday, Nov. 14, 11.59 pm.13Nov 19Nov 23Exam 2 – Due Monday, Nov. 19, 11.59 pm.10Additional Course Policies If you have a concern about a grade that you receive on any assignment in this class you are invited tosubmit a written appeal within 7 days of receiving the grade in question. This appeal should outlineyour specific concerns with the grade and the evidence you have to support why it should be changed. Emergencies will be dealt with on a case-by-case basis. If there are complications, please get in touch. Iwill help any way I can, but I can’t help if I don’t know what is going on. Late assignments and projects will not be accepted! Make ups will be available only for emergencyreasons. Documentation supporting emergency reasons must be produced. Accepted late assignments will be graded on less than a 100% scale varying on days late and quality ofwork. Do not submit your assignments and project via course or university e-mail. They will not be accepted. Quizzes must be taken on the specified dates. Special consideration will be given to a change of dateonly with a written medical excuse(s) or documentation of other serious emergency. Assignments must be typed or computer-printed. Handwritten assignments will not be accepted. Cheating in any forms will result in a failing grade.WTAMU Paul and Virginia Engler COB Student Code of EthicsEach student enrolled in COB courses accepts personal responsibility to uphold and defend academic integrityand to promote an atmosphere in which all individuals may flourish. The COB Student Code of Ethicsstrives to set a standard of honest behavior that reflects well on students, the COB and West TexasA&M University. All students enrolled in business courses are expected to follow the explicit behaviorsdetailed in the Student Code of Ethics.Code of Ethics6
Do not use notes, texts, solutionmanuals, or other aids for a quiz or examwithout instructor authorization.Do not copy the work of others and/orallow others to view your answers orcopy your work during a quiz, exam, oron homework assignments.Do not allow other parties to assist in thecompletion of your quiz, exam,homework, paper, or project when notpermitted.Do not work with other students onprojects or assignments withoutauthorization from the course instructor.Properly cite and specifically credit thesource of text, graphic, and webmaterials in papers, projects, or otherassignments. Do not forge the signature of aninstructor, advisor, dean, or anotherstudent.Provide truthful information for classabsences when asking faculty for excusedabsences or for a make-up for a quiz,exam, or homework.Provide truthful information on yourresume including work history, academicperformance, leadership activities, andmembership in student organizations.Respect the property, personal rights,and learning environment of all membersof the academic community.Live up to the highest ethical standards inall academic and professional endeavors.Students violating the Student Code of Ethics will be reported to the Dean’s office and are subject to penaltiesdescribed in the West Texas A&M University Code of Student Life, which may include suspension from theUniversity. In addition, a violator of the Student Code of Ethics may become ineligible for participation instudent organizations sponsored by the COB and for recognition for College academic honors, awards, andscholarships.COB Student Resources LinkThe COB has developed a Student Resources repository (e.g., APA writing style information, business corereviews, facilities, and other helpful supplements), which can be found on the COB Website. Additionally,WTAMU has developed an Academic Study Skills information site to assist students (e.g., study habits,supplemental instruction, tutoring, writing and math skills), which can be found on the WTAMU Website. ForWTAMU Writing Center information (for students needing writing assistance, guidance, and feedback), pleasevisit their website.COB Communications ComponentStudents earning a BBA degree must complete at least one course with a communications component as partof the business core requirements. The COB communications component is a requirement in the followingcourses: ACCT 4373 (Accounting Communications), BUSI 1304 (Business Communication), BUSI 3320 (DigitalCollaboration and Communication), BUSI 4333 (Cross-Cultural Issues in Business Communications), BUSI 4350(Current Issues in Management Communications), BUSI 4375 (Healthcare Communication), BUSI 4380 (ConflictResolution and Negotiation), BUSI 4382 (Emerging Media Law), CIDM 3320 (Digital Collaboration andCommunication), ECON 4370 (Economics of Health Care), FIN 3350 (Personal Financial Planning), FIN 4320(Investments), FIN 4321 (Portfolio Theory), MGT 3335 (Organizational Behavior), MGT 4380 (ConflictResolution and Negotiation), or MKT 3342 (Consumer Behavior).7
Students in a communications component course are explicitly required to demonstrate knowledge ofcommunication skills. Specific objectives may include but are not limited to the following concepts put forthby the National Business Education Association: (1) ability to organize a written and an oral messagecoherently and effectively, (2) ability to use technology for communication, (3) ability to research a topic,prepare a report, and present the findings to all organizational levels, and (4) ability to demonstrate criticalthinking skills. Specific course requirements and the role of the communications component with respect tostudent grading policy are at the discretion of the course instructor of record.Student Travel OpportunitiesIn multiple business courses, there may be opportunities for student travel supplemented by student fees. Ifyou have an interest in such opportunities as they become available, please notify a faculty member.Dropping/Repeating the CourseShould a student decide to drop the course, it is the student’s responsibility to be aware of the final dropdates and adhere to the WTAMU Add/Drop policy. Any student participating in the course after the WTAMUposted drop date will be considered active and a grade will be administered at the end of the course for thatstudent. Students are charged a fee for any course attempted for a third or subsequent time at WTAMU otherthan a non-degree credit developmental course or exempted courses.Scholastic DishonestyIt is the responsibility of students and instructors to help maintain scholastic integrity at the University byrefusing to participate in or tolerate scholastic dishonesty. Commission of any of the following acts shallconstitute scholastic dishonesty. This listing is not exclusive of any other acts that may reasonably be said toconstitute scholastic dishonesty: acquiring or providing information for any assigned work or examinationfrom any unauthorized source; informing any person or persons of the contents of any examination prior tothe time the examination is given
Exams There will 2 major exams in this course. Each exam will carry equal weight in the final grade (100 points each). The exams will cover the materials from the weekly course folders, and other assigned supplementary reading material. The exams will contain multiple choice, true or false, and essay questions. Exams will be posted and
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