ABOUT THE COURSE
Social Media Design is a hands-on and theory-based course that explores in detail how students with interests in marketing and content production can leverage engaging content strategies to execute result-oriented social media campaigns for brands and organizations. Students will gain real-world experience with industry-standard tools for planning, creating, launching, and evaluating campaigns that drive business objectives on social media.
The course will provide students with the opportunity to earn a social media marketing certificate from HubSpot and Hootsuite. Topics will include social media platforms, social media content strategies, developing content calendars, campaign planning, and execution, etc. The course will have a practical component, for which students will work in small groups for projects and individually to complete tasks. At the end of the course, students will develop a strong social media skill set with practical experience for future jobs and internships.
During the semester, students will select one real-world brand for which they will work in groups to develop a strategic social media campaign to meet established KPIs. Throughout the semester you will:
1. Develop a social media strategy for a chosen client
2. Develop a content strategy for a 4-week social media campaign
3. Plan and develop a social media calendar for the campaign
4. Execute social media campaigns across platforms
5. Acquaint yourself with tools for monitoring and measuring
6. Evaluate social media campaigns with established Key Performance Indicators
7. Propose and pitch a social media strategy for a real-world brand
1. Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution (third edition) — Keith A. Quesenberry
2. Social Media for Strategic Communication — Karen Freberg
All other readings will be posted on Blackboard.