BUSA 3150 Social Media and Direct Marketing

The average consumer spends nearly 2.5 hours per day on social media sites, so it is no surprise that having a presence on social media has become a vital component of marketing strategy. Social media and direct marketing technologies allow marketers to connect with customers in unique and powerful ways and so a strong understanding of how they are used as part of a comprehensive marketing strategy has become a necessity for anyone wishing to enter the field. A continuing challenge for every organization is to achieve a stronger connection with its customers. This course explores how to effectively use social media to move consumers to action in myriad contexts. By the end of this course, students will be comfortable with the principles of social media marketing strategy and will be able to integrate social campaigns into an effective marketing plan.

Registration Name

Social Media Marketing

Lecture Hours

Lab Hours

Credits

Prerequisite

BUSA 2200

Offered

Demorest: Fall

Student Learning Outcomes

At the successful completion of this course, students will be able to:

Articulate the key functions of social media marketing and related consumer communication technologies (e-mail, text message, chatbots).
Identify and segment target customer groups to maximize engagement and conversion.
Build effective campaigns that encourage desired consumer responses.
Select appropriate channels and/or platforms for social media and related communications technology campaigns.
Select and deploy from original content and curated messages for social media and related technology-based campaigns
Identify and track key metrics to measure campaign effectiveness.
Revise and improve targeted campaigns to optimize performance and contribute to organizational marketing goals