Type of Credit: Elective
Credit(s)
Number of Students
Social media play a key role in campaigns and the daily work of marketing, advertising and public relations professionals. This class will integrate the growing academic research in the area with the social media practices in these industries.
能力項目說明
This course aims to help students understand the strategic use of digital and social media from both scholarly and professional perspectives. Students will read scholarly articles about important issues confronting the advertising and public relations industries, converging around digital and social media communication. Through lecture, discussion, and case studies of successful campaigns from the past, students will also come to understand how to use digital and social media strategically to create value for a client or an organization.
This course is designed to help students do the following:
Week |
Topic |
Content and Reading Assignment |
Teaching Activities and Homework |
Student workload expectation |
|
In-class Hours |
Outside-of-class Hours |
||||
1 |
Course introduction |
- |
Course introduction |
3 |
0 |
2 |
Convergence of social, advertising, and PR |
Assigned Readings |
TBA |
3 |
6 |
3 |
Understanding target audience |
Assigned Readings |
TBA |
3 |
6 |
4 |
Consumer engagement, Electronic word-of-mouth |
Assigned Readings |
TBA |
3 |
6 |
5 |
Content marketing |
Assigned Readings |
TBA |
3 |
6 |
6 |
Client brief |
- |
- |
3 |
6 |
7 |
Social media listening (workshop) |
Assigned Readings |
Learning session |
3 |
6 |
8 |
Intercollegiate activities | - | no class |
- |
- |
9 |
Group meetings |
Discussion & feedback |
Project progress report due |
3 |
6 |
10 |
Influencer marketing |
Assigned Readings |
TBA |
3 |
6 |
11 |
Communication technology and social media |
Assigned Readings |
TBA |
3 |
6 |
12 |
Guest speaker |
- |
- |
3 |
6 |
13 |
Contexts of social media marketing |
Assigned Readings |
TBA |
3 |
6 |
14 |
Challenges facing social media marketing |
Assigned Readings |
TBA |
3 |
6 |
15 |
Group meetings |
Discussion & feedback |
Project draft due |
3 |
6 |
16 |
Project development |
- |
- |
- |
12 |
17 |
Final presentations |
- |
In-class presentations |
3 |
6 |
18 |
Final project due |
- |
Final project due |
- |
6 |
|
Students will be graded on their written work, oral presentation, ability to synthesize and conceptualize the material, and contributions to the class.
Readings will be posted on Moodle.