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 (

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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

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