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Social Media Marketing – BUS 317 001 COURSE OUTLINE

Semester: Winter 2017 Class Time: Monday, Wednesday 14:30 - 15:45 Class Room #: ED 191 Instructor: Jeph Maystruck Office Hours: After class Monday and by appointment Final Exam: 2pm Apr 17, 2017 Phone: 535-9697 Email: jeph@strategylab.ca Pre-requisites: BUS/ADMN 210

Students may not receive credit for both BUS 317 and BUS/ADMIN 417

Student Accessibility: If there is any student in this course who, because of a disability, illness or injury, may have a need for special accommodation, please contact the Centre for Student Accessibility at 585-463l or accessibility@uregina.ca. You may also visit their offices in RC 251 or click here to learn more about available services and the registration process. Textbook: Your textbook Social Media Marketing: Principles & Strategies by Stephen and Bart is an on-line text available through stukent.com. The cost is US$60 and registration is done directly through the site. Specific registration instructions will be posted on URCourses. All other supplemental and crowdsourced readings will be posted through URCourses or some other mutually agreed upon on-line platform. Course Description: Social media strategy and planning have become essential elements of any overall marketing communications plan. However, as a relatively nascent field of marketing, and in an environment that is ever changing, what constitutes best practice in this field is constantly evolving. This course is built on the premise that staying current with various platforms and technologies is less important than understanding how social media affects how we interact and do business day-to-day. This course will look at the various ways that social media has shaped and changed the field of marketing and the meaning of customer communication within the overall marketing plan. Learning Objectives:

1. To understand the impact that social media has had on marketing and how we define customer interaction.

2. To adopt higher level critical thinking by focusing on issues and impacts over technology and tactics.

3. To apply course theories and concepts to a wide variety of real world situations.

Course Requirements: This is a business course. Accordingly, an appropriate level of professionalism is expected.

1. Please come to class prepared and having read the assigned materials for the week.

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2. Please arrive to class and hand in assignments on time. 3. Please refrain from talking unless it is to make a direct class contribution. 4. Please turn off your cell phone ringer prior to entering the classroom. If your phone goes off I get

to answer it. 5. Students are expected to abide by the regulations of the University of Regina. See the University

Calendar for more information. Be sure that you understand these regulations. 6. Plagiarism and cheating constitute academic misconduct will not be tolerated. Proper respect for

and full disclosure of other people’s intellectual property is mandatory and will be strictly enforced in every instance. See the Handout on Academic Misconduct found on URCourse for more information.

7. Late assignments will not be accepted and will receive a grade of zero (0%) unless approved in advance and/or proper documentation is provided (e.g. medical or doctors note).

8. You are responsible for all course materials whether or not you were in class when they were covered. Please be sure to exchange contact information with a fellow student who can take notes for you if you are absent.

9. Students should bring their student ID card or other government photo ID to the final examination and abide by the examination regulations set forth by the invigilator.

10. If you miss the final examination, you must arrange for a deferred examination through the faculty. Proper documentation will be required and university procedures must be followed.

TurnItIn & Citation: Your instructor may have the TurnItIn plugin activated for some aspects of this course. In some instances, you may not be able to see that the TurnItIn function has been activated. While plagiarism is typical and rampant on social media, you are expected to use links or other references to sources of your posts, or any thoughts or ideas not originally your own. Be aware that, while in some fora it may not be appropriate or necessary to use a formal citation style, you are always responsible for citing your sources in some form. When in doubt, please consult your professor for guidance. For assignment submissions, the benefits of TurnItIn are twofold. First, it may be used as a learning tool when preparing papers that require citation of other people’s intellectual property. Second, it protects your intellectual property by discouraging others from plagiarizing your work in the future. Course Assessment:

Preparation & Participation Component: Homework & online participation 10% Seminar engagement & participation 10% Speaker attendance & topic engagement 10%

Seminar Component:

Topic Case studies (3) 15% Internal Group Report Document (IGRD) 10%

Project component:

First draft 10% Campaign Engagement 15%

Testing Component

Final Examination 20% TOTAL 100%

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Preparation & Participation Component Homework & participation As a blended format course, this class will require a significant amount of preparation for and participation in the course outside of class time. Unless otherwise specified, all homework preparation and on-line participation should be done individually. You will be assigned a grade on a pass/fail (1/0) basis for each topic’s preparation and on-line participation. 0 – Unsatisfactory performance 1 – Satisfactory performance Your final preparation & participation mark will be calculated based on your grades for each week and topic. It is recognized that, due to personal interest, not all students will engage equally in all topics, but it is expected that all students will show at least some interest in all topics. Your instructor reserves the right to apply some personal judgment when assigning final participation marks in order to take into account unevenly weighted participation. Speaker Attendance & Topic Engagement We will have several guest visit the class over the course of the term. You will receive a nominal grade for attending (4 x 0.5%) guest speaker presentations. However, rather than sitting passively and listening to other people’s thoughts, you are encouraged to actively engage with the topics being presented. Engagement (4 x 1%) may include participation during guest speakers’ talks and/or follow-up engagement with the topic following the sessions. Guest presentations constitutes central course content, and are thus testable material for the course. Seminar Component You will work in teams of approximately four for these assignments, depending on enrolments. The purpose of these seminars is to grapple with some of the larger and more complex issues associated with social media, in both societal and marketing contexts. Seminars constitutes central course content, and are thus testable material for the course. Some sample topics have been posted for your consideration, but you are free to choose a topic that meets the assignments purpose. Topic Seminar Each seminar will be ~15-20 minutes long. The leaders should present some initial material and examples that will be used to spawn an active discussion of the topic. This will typically require uncovering complex or controversial issues, possibly presenting material or viewpoints that you do not personally subscribe to, posing thought-provoking questions, and making the topic interesting enough that your fellow students will want to engage actively with the subject matter for at least 15 minutes. You may choose to assign some advanced reading or other relevant preparation prior to your seminar. A successful seminar will be one that generates lots of genuine, interested discussion and plenty of follow-up response on-line. Seminar formats themselves may vary, as long as the fundamental purpose is met. Topic Case studies Along with leading your seminar, you will submit an approximately ~3-pages or less well researched case study on topic of your choice. This will allow you to take seminar discussion and follow-up engagement into account when preparing your report content. Your paper will be posted for the class and will serve as a study tool for you and your fellow students when preparing for tests and exams. A more detailed assignment sheet can be found on URCourses.

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Internal Group Reporting Documents (Google Docs) Each member of the team is equally responsible for their group’s presentation and final project. To properly evidence the contributions of each group member to the project, internal reporting documents must be submitted. An Internal Group Reporting Documents (IGRD) Template document will be available on URCourses. Project Component Social Media Campaign Project You may work in teams of up to no more than four (2-4) for this assignment. The purpose of this assignment is to apply course concepts to a real situation. For this project you will have to: 1. conduct a thorough analysis of an organization’s existing social media marketing activities 2. develop a social marketing media campaign plan for a client organization 3. engage the campaign for several weeks during the semester. All projects should be approved by your instructor and should clearly apply a suitably wide range of topics covered throughout the course. Your analysis/plan should consider social media strategy and planning, theory and best practice, socio-cultural issues, coming trends, and activities that the organization does and does not currently undertake. Using your own research and analysis as a foundation, you should then draw conclusions and make recommendations as appropriate. A more detailed assignment sheet can be found on URCourses. Testing Component Final Examination Examinations will consist primarily of case-based essay questions. The focus of testing will be on your ability to apply and integrate your knowledge of course concepts. All material covered in the text, classes, and on-line is considered to be relevant material. A missed exam will receive a grade of zero (0%) unless the proper documentation is provided and formal university procedures are followed. You may bring one (1) letter-sized page of notes to your examinations. There are no restrictions with respect to number of sides, margins, font size or content. Your final examination notes page must be submitted along with your completed examination and will not be returned. Week Date Topic AssignmentDue1 Jan9 IntrotoSocialMedia,introtoclass,expectations Jan11 Groupprojectoverview,WhySocialMediaMarketing? TweetMe!2 Jan16 SocialNetworking(Ch.1-3) Jan18 GuestSpeaker:LynnBarbertalkingaboutSocialMedia

StrategyfortheUniversityofRegina

3 Jan23 SocialNetworkingTheory&Co-CreationofValue UofRSocialMediaCasestudy

Jan25 SocialMediaPlanning(Ch.4-6)–TheCuriousCaseVictoria’sandLeo’s

4 Jan30 TheDarkSideofSocialMedia:thefilterbubble Feb1 Developingyourwhy,how,what:draft1ofyour

projectGroupPresentations:(darksideofsocialmedia)

5 Feb6 DevelopingCreativeConfidence.WhattoTweetwhenthere’snothingtoTweet.

Feb8 Paid,Owned,Earnedmedia(Ch.7-9) 6 Feb13 GuestSpeaker:KaeliDecelles,HowtobeAwesome CreativityinSocial

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Online,thestoryoftheReginaPoliceServicesSocialMediaStrategy

MediaCaseStudy

Feb15 SocialMediaMetrics:Howtomeasureyoursocialmediastrategy

Feb20 WinterBreak!!! 7 Feb27 GuestSpeaker:MarcKellyPartneratKanuka

Thuringer,thelegalsideofsocialmedia

Mar1 Introtosearchengineoptimization GroupPresentations:(TheFutureofSocialMedia)

8 Mar6 MarketResearch&Sentiment(Ch.10) Mar8 Socialmediameasurement:usingdatatomakebetter

decisionsalongtheway

9 Mar13 SocialMediaforastartup,casestudyonSproutCatering

Mar15 Takingyourprojecttomarket 10 Mar20 GuestSpeaker:TylerGrayonhowyourunasocial

mediastrategyforasocialenterpriseNon-for-profitstrategySocialMediaCasestudy

Mar22 SocialMediaProductStrategy(Ch.11) 11 Mar27 Takingyourstrategytomarket

Mar29 “Iwoulddoanythingforalike,butIwon’tdothat.”Socialmediastrategy

12 Apr3 Projectfeedback,whatareyougettingbetterat? FinalPrepforpresentation

Apr5 Strategicplanningforyoursocialmediamarketingstrategy

Finalpresentationforproject

13 Apr10 “Outcareyourcompetition”Howtocompeteinthesocialmediamarket

Secondhalfofpresentations

Apr12 Reviewforthefinal 14 Apr17 FinalExam

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