Large brands are shifting the majority of their advertising budgets toward digital and social media. In this course you will learn what social media advertising is and its principles. You will study, at a high level, how to implement a strong social advertising strategy across Facebook, Instagram, YouTube, and more. Discover how to analyze and optimize campaigns to increase growth and conversions. You will gain hands-on experience by creating ads including images, graphics, videos, and ad copy. Using original advertisements, you will create and execute advertising campaigns on several of the platforms studied.

Requirements

Prerequisites

No prerequisites.

Required Resources

No outside resources required.

Structure

Course Outcomes (CO)

1. Understand the principles of advertising
2. Utilize best practices to create and test advertising content
3. Develop and implement digital advertising strategies
4. Utilize various digital advertising platforms
5. Develop the skills to optimize ad campaigns

Major Assignments

The table below is meant to help you see the relevance of each major assignment as it pertains to the course outcomes (CO).

Major Assignment	Description	CO#
Create Personas for your Large Brand	In this assignment students will create personas representing the typical target client audiences for a chosen business.	#1, 2, 3
Designing an A/B Test	In this assignment students will design an A/B Test in order to gather data about the relative success of two different versions of a given ad.	#1, 2, 3, 5
Facebook ads - Objective, Placement, and Budget Optimization	In this assignment students will practice optimizing an ad based on three different criteria.	#1, 2, 5
Google Ads Infographic/Video Tutorial	In this assignment students will create a tutorial on Google Ads, in the form of either an infographic or a video.	#1, 4
Manage Your Personal Brand	In this assignment students will analyze and manage their own personal brand through cleaning up and optimizing their personal social media presence.	#1, 4

Weekly Patterns

The table below displays typical weekly activities, due dates, and activity descriptions.

Due Date*	Learning Model	Activity Title	Description
Midweek	Prepare	Readings	Readings should be done as early in the week as possible.
Midweek	Teach One Another	Discussions or group activities	Participate fully in order to learn as much from other students as possible, as well as to help others learn.
Midweek	Prove	Various activities	Put into practice what you are learning by fully engaging in class projects, especially when there is a live client involved.
End of Week	Ponder	Weekly Reflection	Respond to teacher's prompt & reflect on what and how you are learning.

*Set your time zone within user preferences so the dates and times for course activities will display correctly for your time zone.

Learning Model

Students are given readings each week to help them understand and prepare for the course activities. There are also many opportunities to teach each other through interaction in group projects and discussions.

Expectations

Workload

In all 3-credit courses, students are expected to dedicate approximately nine hours per week of work. This is a standard expectation. You the student may have to adjust this number up or down slightly based on your own knowledge of your personal abilities, schedule, etc. 

Group Work

In this course, students are put into groups to work together in analyzing and implementing the social media advertising needs of a chosen, real-life company.

Late Work

As a sign of professionalism and respect, you should complete your work on time. However, your instructor may have the discretion to accept late work or extend due dates as appropriate.

Retries

No retries are allowed in this course.

Extra Credit

No extra credit is allowed in this course.

Grading Scale

Letter Grade	Percent
A	100% - 93%
A-	92% - 90%
B+	89% - 87%
B	86% - 83%
B-	82% - 80%
C+	79% - 77%
C	76% - 73%
C-	72% - 70%
D+	69% - 67%
D	66% - 63%
D-	62% - 60%
F	59% and lower

University Policies

Students with Disabilities

Brigham Young University-Idaho is committed to providing a working and learning atmosphere that accommodates qualified persons with disabilities. If you have a disability and require accommodations, please contact the Disability Services Office at (208) 496-9210 or visit their website and follow the Steps for Receiving Accommodations. Reasonable academic accommodations are reviewed for all students who have qualified documented disabilities. Services are coordinated with students and instructors by the Disability Services Office.

This course may require synchronous meetings. If you are currently registered with the Disability Services Office and need an interpreter or transcriber for these meetings, please contact the deaf and hard of hearing coordinator at (208) 496-9219.

Other University Policies

Student Honor and Other Policies

Please read through the document called University Policies. It gives important information about the following topics:

• Student Honor
  • Academic Honesty
  • Student Conduct
    • Sexual Harassment
• Student with Disabilities
• Complaints and Grievances
• Copyright Notice

Go to the Student Resources module to review further resources and information.