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SOM-702 Social Media Marketing

Social media is much more than a form of entertainment or tool for communicating with friends and family. With its continued growth, social media has become an indispensable form of communication that organizations need to understand and leverage when interacting with their customers. Businesses need marketing professionals with the 'know-how' to maximize social interactions to drive loyalty and profitability. To address these new realities, this course examines how social media impacts marketing strategy, brand development, and internal and external engagement, along with legal concerns, customer service, and reputation management. By the end of the course, students will develop an appreciation for the type of content that successfully engages customers, learn how to leverage analytics and insights that proliferate from available social media data, successfully manage the round-the-clock nature of social media, and implement a business-level social media marketing strategy.

Credits: 3

Offered in Jul 2021, Sep 2021, Nov 2021, Jan 2022, Mar 2022, May 2022

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(Please visit the University bookstore to view the correct materials for each course by semester as the contents of the actual online syllabus may differ from the preview due to updates or revisions)