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Social Media Marketing and Communication Strategy_syllabus Jan2016

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Course syllabus for the Social Media Marketing and Communication Strategy Course offered at Vives - Kortrijk, Belgium

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Social Media Marketing and Communication Strategy_syllabus Jan2016

  1. 1. Social media marketing and communication strategy - online course - Erasmus Course Syllabus Lecturer: Prof. Dr. Ana ADI Session 2015/2016 1st Semester
  2. 2. Contents 1. Course Summary ................................................................................................ 3 2. Aims of Course ................................................................................................... 3 3. Intended Learning Outcomes ............................................................................. 4 4. Employability Skills ............................................................................................ 4 5. Modes of delivery .............................................................................................. 5 Classes ..................................................................................................................................................................... 5 Course hashtag .................................................................................................................................................... 5 Class slides ............................................................................................................................................................ 5 Webinar plan ......................................................................................................... 6 Webinar 1 – Introduction (the course and assessment). Social Media Landscape and Web culture. ......................................................................................................................................................... 6 Webinar 2 – Digital media and integrated (marketing) communications. User-generated content. The fundamentals of a strategy. ................................................................................................. 7 Webinar 3 – Social media audits and competitor analysis. ............................................................. 8 6. Assessment ........................................................................................................ 9 Individual assessment – social media audit and competitor analysis: ....................................... 9 Webinar participation logs ............................................................................................................................ 9 7. Marking criteria ................................................................................................ 10 Late submission ............................................................................................................................................... 10 Class blog submission ................................................................................................................................... 10 +/- 10% leeway on word count ................................................................................................................ 10 Contact ................................................................................................................ 11
  3. 3. 1. Course Summary The wide penetration and adoption of the Internet and its applications, especially web 3.0 and social media, have many effects on how organizations, institutions, governments and function. While the expectations of users and consumers are changing in regards to access to information (with many implications from speed of response, to privacy and data accessibility and protection), so are the requirements to communication and marketing specialists. By focusing mainly on the business (organisational, instiutional, governmental) imperatives to adapt to the social web, this course aims to introduce participants to concepts and theories of strategic communication and marketing and their application. In doing so, the course will use online instruction, self-guided learning and problem-based learning and combine academic research with the latest professional debates. This is a 2 credit intensive course. [Back to top] 2. Aims of Course This course aims to: 1. Present the social media landscape and its evolution 2. Present and discuss the challenges that the emergence of new media (web 1.0 to web 4.0 and social media) pose to marketing and communications 3. Present and discuss the implications of uses of social and digital media for organisations, governments and individuals including practitioners (skills, trust, digital divide) 4. Outline the fundamental elements of a marketing and communications strategy 5. Explain how strategy can be applied to online communicative efforts (including marketing) 6. Expose students to the market expectations and requirements such as research and social media audits required to drive strategic insight 7. Increase students’ awareness of the risks and opportunities that the new media offers [Back to top]
  4. 4. 3. Intended Learning Outcomes By the end of this course students will be able to: L1 Describe various web-related concepts: web 1.0, web 2.0, web 3.0, web 4.0, social media/social web; digital divide; long tail; technological determinism; L2 Critique the implications of the theoretical concepts presented to practice; L3 Implement a social media audit to a chosen case study to drive strategic insight (and in doing so, use the tools and research methods and techniques covered during the course); L5 Apply the elements of a strategy to a given case study by extracting the strategic insight obtained from a social media audit; L6 Generate content fit for new media using new media applications and tools. [Back to top] 4. Employability Skills Through participation in this course students will have the opportunity to develop knowledge, understanding, skills and attributes which, as well as being specific to their chosen area of study, will be transferable and enhance the students’ employability. These include, in relation to: a) Knowledge and understanding • An understanding of the roles of technology and communication systems, an awareness of the economic forces which frame the media, cultural and creative industries, and the role of such industries in specific areas of contemporary political and cultural life; • An understanding of the role of technology in terms of media production, access and use; b) General cognitive skills • Critically evaluate the contested nature of some objects of study within the fields of communication and media, and the social and political implications of the judgements which are made; • Critically appraise some of the widespread common sense understandings and misunderstandings of communications, media and culture, and the debates and disagreements to which these give rise; • Have an understanding of how media, cultural and creative organisations operate and are managed; • Retrieve and generate information, and evaluate sources, in carrying out independent research
  5. 5. c) Autonomy, accountability and working with others • Work productively in a group or team, showing abilities at different times to listen, contribute and lead effectively; • Deliver work to a given length, format, brief and deadline, properly referencing sources and ideas and making use, as appropriate, of a problem-solving approach. [Back to top] 5. Modes of delivery Classes are delivered in ONLINE using a WEBINAR format. Students are expected and required to complemet the online delivery with self-guided study and complete the tasks assigned to them (marked as such) prior to the webinar time. Requirements: 1. Participants must ensure they have access to a stable Internet connection, able to sustain uninterrupted video and audio streaming for the 2 hours scheduled for each webinar. 2. Participants MUST set up a Wordpress account (www.wordpress.com) - this will be used to submit the course assessment (Submissions in any other form - email, file sharing or other are NOT accepted). 3. Participants are encouraged to set up a Twitter account (this is the fastest way to get in touch with the lecturer) Classes In preparation for each class, students are expected to read the recommended readings, prepare the assignment for the day and keep up to date with news both in their field of activity and digital/new/social media. Course hashtag The hashtag to the used for the course is #vivessmmarketing. This enables tracking of online discussions about the course. Class slides Course materials will also be uploaded either on www.anaadi.net, www.kathonewmedia.wordpress.com or shared via Copy.com, a cloud-based sharing service. Additional materials can be found on http://prezi.com/user/ana_adi/ and http://dcsbu.wordpress.com.
  6. 6. The virtual learning environment is integral to the work of the course. Students should make sure that they have access to the Internet and visit the sites indicated above on a regular basis. Key information about the running of the course will also be shared via the lecturer’s Twitter account: www.twitter.com/ana_adi. If students have any difficulties with access, please contact the Lecturer using Twitter. Webinar plan The following pages provide a guide to the topics for each online webinar and the associated readings and activities the participants should complete. The readings and activities that need to be completed prior to the webinar are clearly marked. [Back to top] Webinar 1 – Introduction (the course and assessment). Social Media Landscape and Web culture. Key issues: A quick overview of the development of the Internet and social media. Web culture and the Internet society and their implications for individuals, society and organizations. Mandatory readings: (n.d.) Web 1.0 vs Web 2.0 vs Web 3.0 vs Web 4.0 vs Web 5.0 – A bird’s eye on the evolution and definition. Available at https://flatworldbusiness.wordpress.com/flat- education/previously/web-1-0-vs-web-2-0-vs-web-3-0-a-bird-eye-on-the-definition/ Newsnight (2007) The Cult of the Amateur by Andrew Keen. Available from: http://www.bbc.co.uk/blogs/newsnight/2007/06/the_cult_of_the_amateur_by_andrew_ke en_1.html RICHTELL, M. (2012) Wasting time is new divide in Digital Era. New York Times. Available at http://www.nytimes.com/2012/05/30/us/new-digital-divide-seen-in-wasting-time- online.html?pagewanted=all&_r=0. SOLIS, B. & LI, C. (2013) The State of Social Business 2013: The Maturing of Social Media into Social Business. Available from: http://de.slideshare.net/Altimeter/slides-the-state Mandatory videos to watch prior to the webinar: • Technological determinism: https://www.youtube.com/watch?v=lKblR2h2t-M • Cult of the Amateur: https://www.youtube.com/watch?v=un5vTaUZvi4 • Digital Divide: https://www.youtube.com/watch?v=qQD5soc2r7Y • Long Tail:
  7. 7. • https://www.ted.com/talks/chris_anderson_of_wired_on_tech_s_long_tail?languag e=en Optional readings: LECINSKI, J. (2012) Winning the Zero Moment of Truth. Google. Available at: http://www.thinkwithgoogle.com/collections/zero-moment-truth.html LESSIG, L. (2012) Free Culture. Penguin Press: http://www.free-culture.cc/freeculture.pdf SHIRKY, C. (2008) Here Comes everybody: the power of organizing without organizations. Penguin Books. Chapter 1: 1-25. [Back to top] Webinar 2 – Digital media and integrated (marketing) communications. User-generated content. The fundamentals of a strategy. Key issues: Social media strategy fundamentals: from research to implementation and measurement. Campaigns online: recipes for success or disaster, investment and costs. Mandatory readings: AMEC (n.d.) Social Media Measurement Framework. Available from: http://amecorg.com/social-media-measurement/framework/ NIEDERQUELL, M. O. (2001) Integrating the Strategic Benefits of Public Relations into the Marketing Mix. Public Relations Quarterly, 23-24. RINDOVA, V. P., & KOTHA, SURESH (1998) Building Reputation on the Internet: Lessons From Amazon.com and its Competitors. Washington DC. CHAPMAN, T. (2008) Social network marketing, engagement marketing and brands; accessed on September 30, 2008: www.socialnetworkmarketinguk.com INTERNATIONAL BUREAU OF ADVERTISING (2009) Social Advertising Best Practices, accessed on May 19, 2009: http://www.iab.net/media/file/Social-Advertising-Best-Practices- 0509.pdf www.dcsbu.wordpress.com Optional readings: Blanchard, O. (2010) Greenpeace vs Nestle: How to make sure your Facebook page doesn‘t become a PR Trojan horse / part 1. Availabe from: https://thebrandbuilder.wordpress.com/2010/03/22/greenpeace-vs-nestle-how-to- make-sure-your-facebook-page-doesnt-become-a-pr-trojan-horse-part-1/ Owyang, J. (2010) Crisis Planning: Prepare Your Company For Social Media Attacks. Available from: http://www.web-strategist.com/blog/2010/03/22/prepare-your-company- now-for-social-attacks/
  8. 8. Ionescu-Somers, A. & Enders, A. (2012) How Nestlé dealt with a social media campaign against it. Financial Times. Available from: http://www.ft.com/cms/s/0/90dbff8a- 3aea-11e2-b3f0-00144feabdc0.html#axzz3pmzyopql Ridings, M. (2010) Nestle / Facebook / Greenpeace timeline (in process). Available from: http://techguerilla.com/nestle-facebook-greenpeace-timeline-in-process/ [Back to top] Webinar 3 – Social media audits and competitor analysis. Key issues: The essentials of running a social media audit and tools to use to carry it out. Mandatory readings: Adi, A. (2013) Social Media Audit and Analytics: Exercises for Marketing and Public Relations Courses IN Patrut, B., Patrut, M., & Cmeciu, C. (Eds). Social Media and the New Academic Environment: Pedagogical Challenges (pp. 1-349). Available from: http://www.academia.edu/7655334/Social_media_audit_and_analytics_Exercises_f or_marketing_and_public_relations_courses Adi, A. & Moloney, K. (2012) The importance of scale in Occupy movement protests: a case study of a local Occupy protest as a tool of communication through Public Relations and Social Media.Revista Internacional de Relaciones Publicas. 4(II), 97-12. http://dx.doi.org/10.5783/RIRP-4-2012-05-97-122. Available from: http://www.academia.edu/7655060/The_importance_of_scale_in_Occupy_movem ent_protests_a_case_study_of_a_local_Occupy_protest_as_a_tool_of_communicati on_through_Public_Relations_and_Social_Media Additional resources: https://copy.com/UUEqG9jlFsLJpEjQ [Back to top]
  9. 9. 6. Assessment All assessments for this course are due on January 22, 6PM Belgium time. Individual assessment – social media audit and competitor analysis: Conduct an analysis of the social media activity and strategy of a company/public persona/event/museum/NGO of your choice and at least one of their online competitors focusing on the comparison of two channels (e.g Twitter, Pinterest, Facebook). Your analysis should include: 1. a description of your chosen subject (company/public persona/event/museum/NGO) and what they do online in general terms (how many channels do they use, with what purpose, what is their target audience) 2. a justification of your chosen subject 3. a description of your competitor and what they do online in general terms (how many channels do they use, with what purpose, what is their target audience) 4. a justification of your choice of competitor (include a perceptual map to support your justification) 5. a comparison and analysis of the social media use between your chosen subject and their online competitors (choose one channel only; what do they use it for; how effectively; what can you say about their use and knowledge of social media and strategy) 6. a list of a minimum 3 recommendations for your subject to improve their online activity (make these actionable). The social media audit and competitor analysis MUST be submitted online as a blog post on kathonewmedia.wordpress.com no later than January 22, 2016, 6PM Belgium time. 1500 words (+/- 10% leeway on wordcount NOT including references). Please include the number of words at the end of your blogs post and before your reference list. Webinar participation logs Webinar notes and exercise responses should be submitted by January 22, 2016 (6PM Belgium time) on www.kathonewmedia.wordpress.com. This can be in bullet points and highlight questions, comments and reflections arising from your webinar participation. [Back to top]
  10. 10. 7. Marking criteria The final grade of this course will represent a cumulated grade for all the assignments: Assignment Points Webinar participation logs - Webinar attendance (10) - Webinar log capturing responses to major webinar questions (10) 20 Social media audit - Description of your subject and justification of your choice (10) - Description your competitor and justification of your choice (10) - Comparison and analysis of the activity of your subject and their competitors (30) - Recommendations (20) - Presentation (web appropriate, spelling) (5) - Correct referencing and attribution (all images and sources are correctly attributed and where necessary hyperlinked) (5) 80 100 Late submission A penalty of 5% per day will be applied for every day of delay in submitting the assignment. This penalty applies only to the assignment submitted late. Please note that the January 22, 6PM Belgium time deadline is the time you should submit your assignments BY and not at. Class blog submission Submission on your own blogs or via email directly to the lecturer is NOT accepted. This will be considered as a non-submission. Please make sure that you post your assignments on the kathonewmedia.wordpress.com blog and that you make them public. +/- 10% leeway on word count Your assignments are expected to be of 1500 (social media audit) words. Work submitted under or over the word count and the given leeway will be penalized in accordance to the percentage of words exceeded/under the work limit. [Back to top]
  11. 11. Contact For more details and information please contact: Prof. Dr. Ana ADI PR Consultant Visiting Lecturer @ Vives www.anaadi.net Twitter: @ana_adi

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