Course Description

Please be aware that this course was developed by Ensign College.

SMM 120 - Social Media Marketing Strategy

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COURSE DESCRIPTION

Please be aware that this course was developed by Ensign College faculty and designers. The course follows the Ensign College Learning Pattern and aligns with the outcomes of the Ensign College campus course. This online course is being offered by BYU-Idaho with a qualified BYU-Idaho instructor. The course functionality and your student experience should be much the same as you would expect in any other course; however, you will see references to both Ensign College and BYU-Idaho throughout the course.

Digital channels, along with the way 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 digital marketing. In this course students will learn to establish a Vision, set guiding and measurable digital marketing goals, identify and define Target Audiences, apply digital marketing tactics, and measure, analyze and assess results. Comprehension and application of these principles will enable students to build an effective digital marketing strategy for brands and businesses that achieve business objectives.

PREREQUISITES

• None

REQUIRED MATERIALS

All lesson materials are contained in the course, or are obtained through free website accounts (see below). You will be provided with links to the materials and informed when to create the pertinent accounts. The information below is solely for informational purposes; please do not set up social media accounts until you are instructed to do so in the lesson materials.

MICROSOFT OFFICE

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 Ensign College student, access the link above and log in with your Ensign College email address and password. You may then download and install Microsoft Office 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 Help & Tutorials, as needed.

FACEBOOK

Facebook is a social media platform aimed at sharing and receiving various forms of content (text, photos, videos). It allows users to communicate via shared interests, groups, events, relationships, etc. It also allows businesses to share and advertise content to attract customers to their respective brands. If you do not currently have an account, you will want to create one by going to Facebook.com. 

If you have questions or concerns about how to use Facebook, please contact your instructor immediately. In addition, you may also refer to the Facebook Help Center for questions related to creating/managing your account. To access this support, go to Facebook Help.

TWITTER

Twitter is a social media platform commonly utilized by individuals, businesses, and social media influencers for sharing short, mostly text-based, posts/tweets with followers. If you do not currently have an account, you will want to create one by going to Twitter.com. 

If you have questions or concerns about how to use Twitter, please contact your instructor immediately. In addition, you may also refer to the Twitter Help Center for questions related to creating/managing your account. To access this support, go to Twitter Support. 

LINKEDIN

LinkedIn is a professional networking platform used by professionals across industries. It is recognized as the main social platform for building professional networks for job development/acquisition purposes. It is used mainly to build company and personal profiles to promote skills, brands, and job experience to other professional networks. Interactions commonly involve endorsing skills, sharing, and following company posts as well as industry influencers. To create an account, go to LinkedIn.com. 

If you have questions or concerns about how to use LinkedIn, please contact your instructor immediately. In addition, you may also refer to the LinkedIn Help Center for questions related to creating/managing your account. To access this support, go to LinkedIn Help.

YOUTUBE

Signing up for YouTube often requires an extended verification period. This may result in a 36 to 48 hour delay before you can record a video, which could affect your ability to meet the class deadline for a video project. Students are encouraged to sign up now to avoid problems with future assignments where they choose to use YouTube to deliver their assignment.

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. Because of the popularity of video marketing, YouTube is widely used for attracting customers to brands and engaging them fairly quickly. 

If you have questions or concerns about how to use YouTube, please contact your instructor immediately. YouTube and Google also provide training as needed. If students need help in creating/managing a YouTube account, or in more technical aspects of managing their YouTube channels, they may go to these two resources. (1) Google Support center: Google Support, and (2) YouTube Help: YouTube Help.

INSTAGRAM

Instagram is an online mobile photo/video sharing, social network. It acts mainly as a tool for users to share photos and videos with other users and followers. 

If you have questions or concerns about how to use Instagram, contact your instructor immediately. Instagram also provides training as needed. If you need additional help in creating/managing an account, you may go to Instagram Help.

REQUIRED TECHNOLOGY

• It is preferred that you have your own computer, but you must have regular access to a computer with a reliable internet connection.
• Download the Microsoft Office Suite, if you do not already have it on your computer.
  • Here is the Microsoft Office 365 download for Ensign College students. Use your school email address and password to log in. Then you will see the option to install Office on your personal 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 Help & Tutorials, as needed.

LEARNING OUTCOMES

Ensign College 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 Ensign College. 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, Ponder, and Prove their knowledge, skills, and abilities.  

Through this process, all Ensign College graduates are prepared to contribute in their homes, communities, the Lord’s church, and in future employment.  

ENSIGN COLLEGE, COLLEGE-WIDE CAPABILITIES

To align with the mission of Ensign College to develop capable and trusted disciples of Jesus Christ, the College is focused on helping learners demonstrate through classroom experiences and assessments the following capabilities: (Bolded outcomes are mapped specifically to this course)

• CWC 1 - TEAMWORK AND LEADERSHIP: Create and sustain a culture of trust, vision, and continuous improvement that adds value to an organization.
• CWC 2 - COMMUNICATION: Share information in diverse audiences, modes, and environments for the purpose of mutual understanding and edification. 
• CWC 3 - TECHNICAL SKILLS: Demonstrate knowledge, skills, and abilities to accomplish specific tasks through proper systems, processes, and tools. 
• CWC 4 - PROBLEM-SOLVING: Analyze complex problems and generate creative solutions supported by informed evidence.
• CWC 5 - PROFESSIONALISM: Exhibit behaviors reflecting a moral foundation of strong ethics and accountability.

SOCIAL MEDIA MARKETING PROGRAM COMPETENCY OUTCOMES

Bolded outcomes are mapped specifically to this course.

• PO1 — Demonstrate the ability to manage the social media marketing departments of small to mid-sized companies.
• PO2 — Strategically develop marketing campaigns based on a company’s vision, goals, target market, research, analytics, budget, and scope.
• PO3 — Create a highly-engaged social community of empowered brand advocates.
• PO4 – Maneuver current tools, platforms and data centers to optimize research, reach, revenues, referrals, and retention.
• PO5 – Prove the ROI of campaigns and marketing initiatives.
• PO6 – Create relevant and engaging content in the form of copy, pictures, videos, and infographics.
• PO7 – Assess their own understanding of marketing principles, strategies and tactics and how to apply them to real life situations.
• PO8 – Identify the various learning resources that will help their knowledge remain current with changing technologies, best practices, and trends.

SMM 120 COURSE SPECIFIC OUTCOMES

• CO1 – Demonstrate a working knowledge and comprehension of foundational strategic marketing principles.
• CO2 – Create digital marketing campaigns based upon strategic planning.
• CO3 – Plan and present digital marketing tactics guided by a strategic framework. Consider revising this as per the note in the catalog description
• CO4 – Apply Key Performance Indicators (KPIs) in relation to assessing the effectiveness of a strategy
• CO5 – Build digital marketing strategy plans for brands and businesses that achieve business objectives—including research, goals, calendars, and budgets.
• CO6 – Engage in real-world digital marketing experiences.

LEARNING PATTERNS

This course functions upon the Ensign College Learning Pattern, including the principles of Prepare, Teach One Another, Ponder, and Prove.

PREPARE

You are expected to complete your weekly preparation activities early in the week by study and by faith.

TEACH ONE ANOTHER

You are expected to use charity and respect as you increase your capacity to learn by teaching one another.

PONDER

You are expected to ponder ways to apply course concepts.

PROVE

You are expected to prove your level of mastery of the course outcomes by completing course assignments.

GRADING POLICIES

The minimum grade you can earn in this course without needing to repeat the course is a "C." Your grade will be determined by dividing the number of points you earn by the total points possible.

GRADING SCALE

Grade Range	Score	Grade	Score	Grade	Score	Grade
A			100-94%	A	93-90%	A-
B	89-87%	B+	86-84%	B	83-80%	B-
C	79-77%	C+	76-74%	C	73-70%	C-
D	69-67%	D+	66-64%	D	63-60%	D-
F	<60%

The BYU-Idaho 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. It 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.
• “F” represents failure in the course.

GRADING COMPONENTS

Learning Activities	Points
Prepare:	259
Teach One Another:	270
Ponder	58
Prove:	705

COURSE POLICIES

LATE WORK

• You are expected to submit your work on time as a student just as your employer will expect your duties to be completed on time.
• Late assignments are not accepted. And, due to the interactive nature of discussion activities, late posts will receive a score of zero points.
• There are no extra credit or make-up assignments.
• In the rare occurrence 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, if possible, but at least within 24 hours of the next deadline.

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 their policy is different than what is stated here.

CREDIT HOURS AND STUDY TIME

Ensign College and BYU-Idaho measure 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 not less than three hours of student work for each credit. Therefore, you can expect to spend at least nine hours per week to study and complete your coursework. This time estimate represents the average student who is appropriately prepared; more time may be required to achieve excellence.

COPYRIGHT

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. If you disregard the policy, you may be in violation of the Church Education System Honor Code, you may place yourself at risk for possible legal action, and you may incur personal liability.

UNIVERSITY POLICIES

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.

DISCLAIMERS

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.

WEEKLY OUTCOMES AND ASSIGNMENTS

Weekly Outcomes and Assignments