MKTG-3630 : Social Media Marketing

This course provides a practical introduction to the field of Marketing 2.0 word of mouth, social media, and mobile device marketing as well as an overview of their strategic role in overall marketing management. Recent developments in blogging, consumer-generated content, viral messaging, and such social media tools as YouTube, Twitter, LinkedIn, Facebook have fundamentally changed the relationship between marketers and consumers. Students will learn how to use these tools to operationalize marketing principles. The course includes hands-on projects to develop a word of mouse campaign and live blogging experience.