MKT-407
Social Media Marketing
This course examines the ways in which interactive technologies are changing the rule and processes for customer engagement. The course will survey the landscape of social media tools with an eye towards critically analyzing their role as effective means for delivering and receiving marketing messages and communications. Special emphasis will be placed upon cornerstone digital marketing techniques that feature utilization of technologies that depend upon customer participation. The social media tools to be analyzed include Google, Facebook, LinkedIn, Twitter, Vine, Instagram, Pinterest, YouTube, $Square, Tumblr, BlogSpot, and Yelp! The course will introduce students to the above commonly used social media tools in the marketing and business context by critically examining the functionality and teechnological underpinnings that enhance their utility as functionality and technological underpinnings that enhance their utility as marketing devices as well as the risks that might be associated with their use. This course will challenege students to look at social media in a new and more expansive way by requiriging them to examine social media's potential benefits and limitations, as well as appropriate ethical concerns, when used professionally for the purposes of marketing. Prerequisite(s): MKT 301 and STA 201.