Social media has disrupted communication channels and created challenges for marketing in the digital age. The change of control of the brand has shifted from the company to the consumer. Brands have become perplexed by this new phenomenon requiring a new found dynamic to their approach. In this course, students will learn how to manage their brand (either personal or business) on social media and how to create a social media strategy. Through lecture, discussions, and case studies, students will learn various theoretical frameworks towards an optimal social media strategy in a specific industry. Topics that are discussed include the importance of influencers and brand advocates, the benefits of listening and aligning objectives with goals. This class is an introduction to social media and is meant for individuals that have little to no knowledge about social media.
| 2020_mrkt180_goodman_30302.doc.docx |
