Course Syllabus

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Course Description

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

SMM 130 - Social Media Marketing Strategy

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.

Content is king! This class helps students to become king (or queen) of content. Understanding how to create and produce great content for all of the various marketing channels will become one of the student’s greatest skills. Learn how to identify and create great content through copy, pictures, videos, infographics, etc. Know the balance between content about yourself/your company vs. content about the customer's true needs and interests. Begin to learn the power of content-driven customer advocacy and how to drive measurable results.

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 (Links to an external site.) (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 2013 to your computer.

If you are a BYU-Idaho student, visit the University Store's Technology Downloads (Links to an external site.) 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 (Links to an external site.). You will be expected to do this as part of the course setup activity in Lesson 01.

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 (Links to an external site.).

In addition to using Facebook for the purposes of this course, you also use it as a means to share information and communicate with others. Your instructor will add you to a private Facebook group created for this section of SMM 130. Use the group page to ask questions of your instructor (or other classmates). The Facebook group will not replace the Questions & Conversations boards in the course, but provide another avenue for posting. Remember to set an example of respectful communication to foster a positive learning environment.

YOUTUBE

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. You will create a YouTube account, and channel, if you do not already have one by going to YouTube.com (Links to an external site.). You will need to do this prior week 4 of the course. 

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 (Links to an external site.), and (2) YouTube Help: YouTube Help.
 (Links to an external site.)

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. You will create an Instagram account and download the mobile application if you do not currently have one by going to Instagram.com (Links to an external site.). . You will utilize this tool at various stages of the course. 

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 (Links to an external site.).

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. Review the Systems Requirements (Links to an external site.) page to ensure your computer is adequate for this course.
  • Download the Microsoft Office Suite, if you do not already have it on your computer.

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

  • PO1 — Strategically develop social media marketing campaigns based on a company’s vision, goals, target market, research, analytics, budget, and scope.
  • PO2 — Prove the ROI of social media campaigns and marketing initiatives.
  • PO3 — Apply marketing principles, strategies, and tactics in real-life situations.
  • PO4 – Identify the various learning resources that will help knowledge remain current with changing technologies, best practices, and trends.
  • PO5 – Maneuver current tools, platforms and data sources to optimize research, reach, revenues, referrals, and retention.
  • PO6 – Create relevant and engaging content in the form of copy, pictures, and videos.
  • PO7 – Apply personal branding principles exemplified by established field professionals.

SMM 120 COURSE SPECIFIC OUTCOMES

  • CO1 – Create and deliver digital content designed for targeted audiences.
  • CO2 – Apply content marketing strategies and tactics recommended by digital media industry leaders in realistic situations.
  • CO3 – Leverage digital platforms for the distribution of content through copy, photos, video, and audio.
  • CO4 – Demonstrate competency using a diverse set of free and/or paid digital content development tools.
  • CO5 – Distinguish between effective and ineffective digital content.

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: 
Teach One Another:  440
Ponder 85
Prove:  475

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.
  • If you submit any late assignments within seven days of the deadline, you will receive a maximum of 75%. After one week, you will receive zero points.
    • 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.

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.

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.

faculty in partnership with BYU-Idaho curriculum 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.

Good data analysis can make or break a company. Data should drive innovation, pricing, resources, and even culture. In this course, you will learn how to capture the right data and then know what to do with it. You will learn how to use both free and paid tools to capture and analyze data from various online platforms. The value of data and analytics is that you are much better positioned to make the right decisions; this class will give you a life-long standout skill. 

Course Summary:

Date Details Due