Social Media Marketing Strategy Syllabus
Social media channels and how we use them will continue to change. However, there are foundational marketing strategy principles that will consistently guide professionals in the ever-evolving world of social media marketing. In this course, students will learn to establish a vision, set guiding and measurable social media marketing goals, identify and define target audiences, apply social media marketing tactics, and measure, analyze, and assess results. Comprehension and application of these principles will enable students to build effective social media marketing strategies for brands and businesses that achieve business objectives.
Each week features open educational resources on the week’s topic(s), including online articles and videos. In addition, the course features the learning resources listed below. If you have not already, you will want to register for each of the following social platforms:
Facebook is a common social media marketing platform. During the first week of the course, the teacher will form a Facebook group for the class in which students will introduce themselves, and in which they can post questions or ideas for the class. In that week, students will also discuss how effective Facebook is as a social media marketing platform. In Weeks 02–04, students will practice using Facebook Ads Manager and Audience Insights to create and analyze ad campaigns. You most likely already have a Facebook account and are familiar with this tool. Consequently, you probably will not need further training or support. However, if a need does arise, utilize the help features provided in the course. Go to the Facebook Help Center or contact your instructor.
LinkedIn is a site that allows professionals to connect and publish information. Students will explore the LinkedIn Sales Navigator and Ads Manager and will publish an article on LinkedIn. You most likely already have a LinkedIn account and are familiar with this tool. Consequently, you probably will not need further training or support. However, if a need does arise, utilize the help features in the course. Visit the LinkedIn Help Center or contact your instructor.
YouTube is the largest video sharing and viewing platform in the world. It is commonly utilized in social media marketing to share videos on company and personal YouTube channels. Students will use YouTube Live to record themselves when they practice presenting content for their clients. If you have questions regarding how to use YouTube Live, review the instructions this course provides or go to the YouTube live FAQs.
Google Hangouts is a unified communications service that allows members to initiate and participate in text, voice, or video chats either one-on-one or in a group. Students will contact each other through Google Hangouts to review LinkedIn articles in W11. You can access the instructions in the course or go to the Hangouts Help Center for assistance.
Canva is an online graphic design software program that allows users to create simple graphic designs, infographics, banners, and thumbnails for various social media platforms. Students will use Canva to create mock-ups of posts for their client's social media sites. If you need help using Canva, you can use the instructions the course provides or go to the Canva Help Center.
Microsoft Office (Word)
Microsoft Office is a suite of applications dedicated to word processing, data spreadsheets, presentations, and annotation/note-taking. You will be using this tool extensively (particularly Excel and Word) to complete and submit assignments. Students should download the latest version of Microsoft Word (if they do not already have this program) before they begin the course, onto their local computer for writing assignments.
If you are an LDSBC student, access the link above and log in with your LDSBC email address and password. You may then download and install Microsoft Office 2013 to your computer.
If you are a BYU-Idaho student, visit the University Store's Technology Downloads page. Follow the instructions to download the suite. Scroll down on that page to access tutorials if you need them.
LDSBC cultivates a nurturing environment where practical skills are learned and discipleship is strengthened.
There are three types of learning outcomes, guiding curriculum, and authentic learning experiences at LDSBC. Students demonstrate the (1) College-Wide Outcomes, (2) Program Competency Outcomes, and (3) Course-Specific Outcomes through the Learning Pattern as they Prepare, Teach One Another, and Ponder and Prove their knowledge, skills, and abilities.
Through this process, all LDSBC graduates are prepared to contribute in their homes, their communities, the Lord’s church, and their future employment.
LDSBC College-Wide Outcomes
- Confirm personal testimony of the restored gospel of Jesus Christ.
- Collaborate with others using interpersonal skills in an honest, ethical, and Christlike manner.
- Communicate effectively using written and verbal presentation principles.
- Construct new knowledge using technology and information resource tools.
- Comprehend and think critically to solve problems.
- Cultivate a strong, professional work ethic and lifelong learning opportunities.
Social Media Marketing Program Competency Outcomes
- Demonstrate the ability to manage the social media marketing departments of small to midsize companies.
- Strategically develop marketing campaigns based on a company’s vision, goals, target market, research, analytics, budget, and scope.
- Create a highly engaged social community of empowered brand advocates.
- Maneuver current tools, platforms, and data centers to optimize research, reach, revenues, referrals, and retention.
- Prove the return on investment (ROI) of campaigns and marketing initiatives.
- Create relevant and engaging content in the form of copy, pictures, videos, infographics, etc.
- Assess their own understanding of marketing principles, strategies, and tactics—and how to apply them to real life situations.
- Establish and analyze the various learning resources that will help their knowledge remain current with the changing technologies, best practices, and trends.
SMMBC 120 Course-Specific Outcomes
- Demonstrate a working knowledge and comprehension of foundational strategic marketing principles.
- Create social media marketing campaigns based upon strategic planning.
- Execute social media marketing tactics guided by a strategic framework.
- Apply social media metrics in relation to assessing the effectiveness of a strategy.
- Build social media marketing strategy plans for brands and businesses that achieve business objectives—including research, goals, calendars, and budgets.
- Engage in real-world social media marketing experience.
Learning Model Architecture
This course functions upon the LDSBC Learning Pattern, including the principles of Prepare, Teach One Another, and Ponder and Prove.
You are expected to complete your Prepare activities early in the week by study and by faith.
- To succeed in this course, you should complete preparation activities (overviews, readings, and quizzes) by the designated deadlines.
The SMMBC program has a "no late work" policy. Your instructor may reserve the right to accept late work in justified situations, but any work turned in late cannot receive more than half of the earned grade.
For on-campus courses, if you are unable to come to class, your instructor must be notified by email (using your college email account) or by phone before class is scheduled to start. In the workplace, if an employee is unable to be at work, he or she has an obligation to notify his or her employer. If the instructor is notified in advance, the instructor may allow assigned work to be turned in on the day you return to class.
In the case of illness or another reason that is beyond your control, you should contact the instructor by phone or email before class is missed if possible. In this case, your instructor may allow a preparation assignment or project to be turned in when you return to class. In the case of emergency, you should notify your instructor within 24 hours in order to qualify for special accommodation.
Teach One Another
You are expected to use charity and respect as you increase your capacity to learn by teaching one another.
- Teach One Another activities (e.g., class discussions) are designed to build upon assigned concepts from the Prepare activities. Please studiously complete the Prepare activities so you can actively participate in teaching and learning from others.
- Your comments in the weekly discussions will usually be due by midweek.
- Your comments in the Respond to Others activities, which generally are designated times during which you respond to your peers' comments in the weekly discussions, will be due by the end of the week.
Teach One Another activities are designed to build upon assigned concepts studied before class. Please be in class on time (for on-campus students), prepared to actively participate in order to teach and learn from others through in-class activities.
Team Teach One Another activities are normally completed in class (for on-campus students) and are due by the end of class. If a team is allowed to finish an incomplete activity outside of class, a time must be scheduled outside of class when all team members are available to work together. To earn full points for an activity, each team member must be in class for the full class period (not late) and must participate whenever a scheduled meeting is set by the team to complete a team activity outside of class.
You are expected to ponder how you can to apply course concepts.
- You will be asked to "ponder" throughout the course. The main emphasis on Ponder occurs in the Ponder & Apply activities. These will be due by the end of the week.
- After you have completed preparation activities and team Teach One Another activities, you will ponder what you have learned. This should review and provide authentic applications of concepts learned. That would constitute pondering.
You are expected to prove your mastery of the course outcomes by completing course assignments.
- The weekly assignments are where you will demonstrate your mastery of the course outcomes. These assignments focus on various applications in social media. The number of assignments will vary by week with some weeks placing greater emphasis on these assignments over other course activities. Consequently, due dates will also vary.
- At certain points in the course, there will also be major assignments due.
- The opportunity to prove mastery of module concepts will be accomplished by completing quizzes, assignments, and a project.
- No late work is accepted in this course, unless otherwise determined by the instructor.
The minimum grade you can earn in this course without needing to retake it is a C. Your final grade will be the number of points you earn divided by the total points possible.
The LDSBC grading system describes each letter grade as follows:
- A represents outstanding understanding, application, and integration of subject material and extensive evidence of original thinking, skillful use of concepts, and ability to analyze and solve complex problems. Demonstrates diligent application of Learning Model principles, including initiative in serving other students.
- B represents considerable/significant understanding, application, and incorporation of the material that would prepare a student to be successful in next level courses, graduate school, or employment. The student participates in the Learning Model as applied in the course.
- C represents sufficient understanding of subject matter. The student demonstrates minimal initiative to be prepared for class. Sequenced courses could be attempted, but mastering new materials might prove challenging. The student participates only marginally in the Learning Model.
- D represents poor performance and initiative to learn, understand, and apply course materials. Retaking a course or remediation may be necessary to prepare for additional instruction in this subject matter.
- E (or F) represent failure in the course.
Prepare: Review the learning resources provided for each week. The instructor will assign points for Prepare activities when grading Prove assignments. Teach One Another: As prompted, engage in Teach One Another activities during assignments. The instructor will assign points for Teaching One Another activities when grading Prove assignments.
|Ponder & Apply assignments||420|
|Teach One Another||N/A|
|Total Possible Points||1975|
- You are expected to submit your work on time as a student just as you would be as an employee.
- Due to the number of assignments due in this course, many of which are contingent upon completion of prior assignments, this class has a "no late work" policy.
- In the rare instance that you are unable to submit work by the deadline due to a natural disaster, birth or death of a family member, hospitalization, or serious accident you should contact your instructor before the next deadline or within 24 hours of the next deadline.
- There are no extra credit or make-up assignments.
Note: Your instructor has the right to implement a different late work policy. He or she will notify you during the first week of the semester if his or her policy is different than what is stated here.
Course Credit Hours and Preparation Time
LDSBC measures academic credit in credit hours. In accordance with federal regulation, a credit hour at the college is the amount of work represented in intended learning outcomes, and verified by evidence of student achievement that reasonably approximates no fewer than three hours of student work for each credit. Therefore, you can expect to spend at least three hours per week studying and completing your coursework. This time estimate represents the average student who is appropriately prepared; more time may be required to achieve excellence.
The course materials used in this class may be protected by copyright laws. You are expected to make a good-faith effort to respect the rights of copyright holders. For more detailed information, please see the LDS Business College Copyright Policy. Students who disregard the policy may be in violation of the Church Education System Honor Code, may place themselves at risk for possible legal action, and may incur personal liability.
Refer to the University Policies page in the Resource module of the course for full details regarding the BYU-Idaho Honor Code, BYU-Idaho Disability Services, sexual harassment, complaints, and grievances policies.
Official college messages to all students will be sent through University/School email accounts. You are responsible for all information received through your LDSBC or BYU-I email account. You are expected to regularly check your LDSBC or BYU-I email accounts for official information from the college and your course instructors. This policy is to ensure that important communication is received in a timely and consistent manner.
The instructor reserves the right to change any part of this syllabus at any time during the semester in order to adapt to changing course needs. If there is a discrepancy between this syllabus and I-Learn, consider the I-Learn information to be correct.