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Innovation & Social Media:  The Development of a New Integrated Marketing Communications Course
 

Innovation & Social Media: The Development of a New Integrated Marketing Communications Course

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Innovation & Social Media: The Development of a New Integrated Marketing Communications Course presentation at the Marketing Management Association Fall Conference 2011 (http://mmaglobal.org/)

Innovation & Social Media: The Development of a New Integrated Marketing Communications Course presentation at the Marketing Management Association Fall Conference 2011 (http://mmaglobal.org/)

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  • Do we need to include the assessment bullet, or should you just talk about it?AssessmentInternalStudent FeedbackMajor Program ReviewExternalInternship ManagersEmployers Expectations
  • Twitter, Vimeo,Wordpress, Yelp, Stumble Upon, Posterous, You Tube, Mobile Me, RSS, LinkedIn, iTunes, Google, Foursquare, Facebook, podcast, Delicious, Blogger, Spotify
  • Delivering materials: URLs in a
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Innovation & Social Media:  The Development of a New Integrated Marketing Communications Course Innovation & Social Media: The Development of a New Integrated Marketing Communications Course Presentation Transcript

  • Innovation and Social Media:
    The Development of a New Integrated Marketing Communications Course
    Sara G. N. Kerr and Mary U. Henderson
  • Overview
    St. Catherine University
    Dynamic Expectations
    Teaching Challenges
    A New Course
    Learning Goals
    Pedagogy
    Challenges
    Feedback
    Next Steps
    9/22/11
    2
    © St. Catherine University
  • School of Business and Leadership
    Practice Ready
    Today's employers seek exceptional communicators who think critically and creatively, find innovative solutions to complex problems, and embody ethics and global social awareness in all they do.
    9/22/11
    © St. Catherine University
    3
    St. Catherine University
    educates students
    to lead and influence.
  • Dynamic Expectations
    Goal
    To meet student and employer needs around social media and writing in a dynamic technological environment
    9/22/11
    © St. Catherine University
    4
  • Teaching Challenges
    Writing
    Students must write well so they can effectively communicate through various social media tools.
    Social Media
    Students must be able to strategically leverage social media in order to compete in the global marketplace.
    9/22/11
    © St. Catherine University
    5
  • A New Course
    9/22/11
    © St. Catherine University
    6
    “Integrated Marketing Communications calls for recognizing all touchpoints where the customer may encounter the company and its brands.”
    Kotler, Phillip and Gary Armstrong. (2012). Principles of Marketing. Upper Saddle River, NJ: Pearson Prentice Hall. Page 412.
  • A New Course: Learning Goals
    Writing across the marketing communication curriculum in the public sphere of
    Blogging
    Social networking (LinkedIn, Facebook)
    Microblogging (Tweeting)
    Social bookmarking (Diigo, Delicious, Stumble Upon, etc.).
    Creating a multidimensional plan for a local business
    9/22/11
    © St. Catherine University
    7
  • Examples
    9/22/11
    © St. Catherine University
    8
  • A New Course: Pedagogy
    Action Research
    URLs in the syllabus
    Diigo bookmarks
    Private class blog
    Writing in the Social Medium
    Public blogs on IMC theory
    Twitter scripts in the customer voice
    Google Docs for team projects
    9/22/11
    © St. Catherine University
    9
  • A New Course: Challenges
    Privacy
    Currency
    Creating Pedagogy
    Technology and Trends
    Efficient methodology to deliver a plethora of web-only articles
    9/22/11
    © St. Catherine University
    10
  • Feedback
    Students
    Integrate Web 2.0 tools in a marketing communications plan
    Appreciate 140-character communication (i.e. Twitter)
    Understand personal Internet privacy
    Utilize the internet to personally brand and market themselves
    Employers
    Employ St. Kate’s interns for social media projects
    Hire St. Kate’s graduates as social media strategists and writers
    9/22/11
    © St. Catherine University
    11
  • Next Steps
    Ongoing program assessment and incorporation of industry input
    Multimedia “Hands On” Social Media Seminar
    Fully explore social media tools
    Produce and publish podcasts and video channels
    Explore writing a book on teaching social media for instructors
    9/22/11
    © St. Catherine University
    12
  • Contact Information
    Dr. Mary U. Henderson
    Email: muhenderson@stkate.edu
    Sara G. N. Kerr
    Email: sgkerr@stkate.edu
    Twitter: @sara_g_n_kerr
    LinkedIn: Sara Geneva Noreau Kerr
    Blog: sara-kerr.com
    9/22/11
    © St. Catherine University
    13