Social Media Marketing

Course Number:
BA 227
Transcript Title:
Social Media Marketing
Created:
May 01, 2026
Updated:
May 01, 2026
Total Credits:
3
Lecture Hours:
11
Lecture / Lab Hours:
44
Lab Hours:
0
Satisfies Cultural Literacy requirement:
No
Satisfies General Education requirement:
No
Grading Options
A-F, P/NP, Audit
Default Grading Options
A-F
Repeats available for credit:
0
Prerequisites

Recommended:
WR 115

Course Description

Examines social media platforms, tools and strategies. Includes foundational marketing concepts, social media policy, legal considerations, target audiences and the analysis of key performance metrics. Recommended: WR 115. Audit available.

Course Outcomes

Upon successful completion of this course, students will be able to:

  1. Use social media as a marketing tool.
  2. Develop a social media marketing plan designed to promote a product or company.
  3. Address copyright laws, privacy and community etiquette when designing social media content and campaigns.
  4. Analyze the effectiveness of past and current social media campaigns and practices in achieving an organization’s goals.
  5. Develop a plan for measuring return on investment (ROI) using industry standard tools and metrics.

Suggested Outcome Assessment Strategies

The determination of assessment strategies is generally left to the discretion of the instructor. Here are some strategies that you might consider when designing your course: writings (journals, self-reflections, pre writing exercises, essays), quizzes, tests, midterm and final exams, group projects, presentations (in person, videos, etc), self-assessments, experimentations, lab reports, peer critiques, responses (to texts, podcasts, videos, films, etc), student generated questions, Escape Room, interviews, and/or portfolios.

Course Activities and Design

The determination of teaching strategies used in the delivery of outcomes is generally left to the discretion of the instructor. Here are some strategies that you might consider when designing your course: lecture, small group/forum discussion, flipped classroom, dyads, oral presentation, role play, simulation scenarios, group projects, service learning projects, hands-on lab, peer review/workshops, cooperative learning (jigsaw, fishbowl), inquiry based instruction, differentiated instruction (learning centers), graphic organizers, etc.

Department required activities:
  • Social Media Marketing plan.
  • Plan for measuring return on investment (ROI).

Course Content

Outcome #1: Use social media as a marketing tool.

  • Building relationships through the use of social media
  • Building an online community
  • Brand/product awareness
  • Customer engagement
  • Algorithms
  • Blogs, vlogs, podcasts
  • Niche Tools
  • Social media platforms
  • Staying up-to-date with trends

Outcome #2: Develop a social media marketing plan designed to promote a product or company.

  • Budget
  • Situation analysis
  • SWOT analysis
  • Target audience
  • Strategy and tactics
  • Evaluating effectiveness

Outcome #3: Address copyright laws, privacy and community etiquette when designing social media content and campaigns.

  • Legal considerations
  • Creative Commons
  • Fair Use
  • Risk management
  • Cultural sensitivity
  • Social media privacy trends and laws

Outcome #4: Analyze the effectiveness of past and current social media campaigns and practices in achieving an organization’s goals.

  • Reach
  • Engagement
  • Followers
  • Interpreting data
  • Aligning metrics with business goals
  • Goals versus reception

Outcome #5: Develop a plan for measuring return on investment (ROI) using industry standard tools and metrics.

  • Analytics
  • Key metrics such as conversion rates, social share of voice, cost per acquisition
  • Platform-specific insights
  • Tools for measurement such as Sprout Social, Google Analytics

Suggested Texts and Materials

  • Intro to Social Media by Cheryl Lawson (OER)

  • Social Media Marketing: A Strategic Approach by Debra Zahay, et al (Cengage)