22 Aug Learning Objectives Upon completion of the course, students will be ab
Learning Objectives
Upon completion of the course, students will be able to:
- Explain how companies use popular social media channels for marketing
- Identify ways that companies can integrate social media into their marketing campaigns
- Describe the most popular social media channels used for business purposes
Module Reading and Resources
Textbook: Marketing: An Introduction, Chapter 14
This chapter will provide an overview of how companies use online, social, and mobile marketing.
Access this resource by going to the MyMarketingLab area under the course Table of Contents menu.
Presentation: Marketing Concept Glossary VI
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
Video: Social Media
This video illustrates the pet store’s and a competitor’s use of social media. Transcript available here.
Assignment Calendar
Assignment Calendar Module Six
Module Overview
Social media is still referred to as a new or untraditional marketing activity; however, it has not just exhibited staying power but significant growth. It has earned its place as an important and unavoidable piece of a marketing strategy. Many companies that cannot afford to advertise on national TV or to run expensive ads in glossy print magazines can have a “free” Facebook page, a Twitter account, or LinkedIn page.
Social media has brought new questions to companies and marketers alike. Some have to do with the growing pains of a new and instantaneous communications format:
- How should companies use social media?
- How is the return on investment (ROI) of a social media campaign determined?
- What about paid promotions on social media?
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