Lovely Professional University, Punjab

Course Code

Course Title

Course Planner

Lectures

MKT512

SOCIAL MEDIA MARKETING

17657::Rachita Manglik

Course Category

Courses with conceptual focus

Tutorials Practicals Credits

3.0

1.0

0.0

TextBooks
Sr No

Title

Author

T-1

Social Media Marketing for Dummies Shiv Singh and Stephanie

Diamond

Edition

Year

Publisher Name

2nd

2013

Wiley

Edition

Year

Publisher Name

1st

2009

Wiley

Reference Books
Sr No

Title

Author

R-1

Socialnomics: How Social Media

Qualman, Erik.
Transforms the Way We Live and Do
Business.

Other Reading
Sr No

Journals articles as Compulsary reading (specific articles, complete reference)

OR-1

Gurrilla Social Media Marketing, author: Jay Conrad Levinson and Shane Gibson ,

OR-2

Instant Gratification, The Strategist, BS (2/9/13) ,

OR-3

It is facebook V/s whatsapp, The Strategist, BS (9/11/2013) ,

OR-4

Go gurrilla in social media, The Strategist, BS (7/03/11) ,

OR-5

Extraordinary cyber citizens, The strategist, BS (8/09/2013) ,

OR-6

AAP to print its way into voter's heart, The strategist, BS (2/11/13) ,

OR-7

Crowdfunding, Social media investment schemes under SEBI lens, The strategist, BS (27/10/13) ,

OR-8

SEBI working on guidelines for social media use in capital market, The strategist, BS (13/10/13) ,

OR-9

India may have 91 mn social media users by year end; The strategist, BS (10/10/13) ,

Relevant Websites
Sr No

(Web address) (only if relevant to the course)

Salient Features

RW-1

www.socialmediatoday.com

This website contains all relevant and updated information regarding

social media.

RW-2

www.facebook.com

Social Networking and Promotion page

RW-3

www.linkedin.com

Professional networking

RW-4

www.eblogger.com

Create blog

4.0

RW-5

www.youtube.com

For viral videos

RW-6

www.twitter.com

Social networking website

LTP week distribution: (LTP Weeks)

Weeks before MTE

Weeks After MTE

Spill Over

Detailed Plan For Lectures

Week
Number

Lecture
Number

Broad Topic(Sub Topic)

Week 1

Lecture 1

Introduction to Social media

Marketing(Understanding SMM
(Social Media Marketing))

T-1:Chapter 1

Lecture 2

Introduction to Social media

Marketing(Comparing Social
Media with other Marketing Tools)

T-1:Chapter 1

Lecture 3

Introduction to Social media

Marketing(Top Tools for Social
Media Marketing)

Lecture 4

Lecture 5

Week 2

Chapters/Sections
of Text/reference
books

Other Readings, Lecture Description

Relevant
Websites, Audio
Visual Aids,
software and
Virtual Labs

Learning Outcomes

Pedagogical Tool
Demonstration/ Case
Study / Images /
animation / ppt etc.
Planned

Meaning, definition and

importance of social
media marketing in
present scenario

insights of modern
world marketing
through social media

Discussion based on
live examples and
images

OR-9

Difference between
traditional and modern
media and how tools of
marketing are distinct
from social media.

learning of difference Article based

between past and future discussion
world of marketing

T-1:Chapter 1

OR-1

L 3 Various tools
available to be used for
social media marketing L
4 Method and
applicability of the
respective tools

L 3 an exhaustive list of Discussion with demo

social media marketing of websites of tools.
tools L 4 Application
and use of those tools

Introduction to Social media

Marketing(Top Tools for Social
Media Marketing)

T-1:Chapter 1

OR-1

L 3 Various tools
available to be used for
social media marketing L
4 Method and
applicability of the
respective tools

L 3 an exhaustive list of Discussion with demo

social media marketing of websites of tools.
tools L 4 Application
and use of those tools

Social Media in Marketing Frame

(SMM Funnel)

T-1:Chapter 3

Putting SMM in the

applying specific tactics Discussion
context of the Marketing at each stage of the
Funnel
funnel

Week 2

Lecture 6

Social Media in Marketing Frame

(SMM relationship)

T-1:Chapter 3

Week 3

Lecture 7

Social Media in Marketing Frame

(Real Time Marketing)

T-1:Chapter 21

OR-2

Introduction, Organizing Analyzing the impact of Article based

for real-time Marketing SMM in real world
discussion
scenario

Lecture 8

Social Media Marketing Strategies

(Facebook)

T-1:Chapter 7

RW-2

Exploring SMM
strategies for facebook

Creating facebook page Discussion and

and other methods for Demonstration
marketing through
facebook.

Lecture 9

Social Media Marketing Strategies

(Twitter)

T-1:Chapter 8

Marketing on twitter

Discovering new tips

and tricks for paid
marketing

Discussion and
demonstration

Lecture 10

Social Media Marketing Strategies

(Youtube)

T-1:Chapter 9

Creating you tube

strategy

Finding marketing
inspiration on youtube

Discussion and
demonstration

Lecture 11

Social Media Marketing Strategies

(Linkedin)

T-1:Chapter 11

Lecture 12

Social Media Marketing Strategies

(Google)

T-1:Chapter 12

Viewing Google through Google's social strategy Discussion and

a different lens.
and Google+
demonstration
fundamentals

Lecture 13

Social Media Marketing Strategies

(Foursquare)

T-1:chapter 10

Making foursquare work Advance marketing

for your marketing
strategies with
purpose
foursquare.

Discussion and
demonstration

Lecture 14

Social Media Marketing Strategies

(Others)

T-1:Chapter 13

L 14 Unpaid media:
various methods of
Wikipedia, Flicker, L 15 Marketing for free
delicious.com, various
message boards

Discussion and
demonstration

Lecture 15

Social Media Marketing Strategies

(Others)

T-1:Chapter 13

L 14 Unpaid media:
various methods of
Wikipedia, Flicker, L 15 Marketing for free
delicious.com, various
message boards

Discussion and
demonstration

Lecture 16

Analyzing Customers, Competitors

and Influencers(Customers:
Consumer's online activities,
Consumer persona)

Consumer's online
activities and persona

Discussion

Lecture 17

Analyzing Customers, Competitors

and Influencers(Competitors:
Analysing competitor Campaign,
major trends in SMM competition)

T-1:Chapter 2

L 17 competitors efforts, tracking competition

Why all consumers are and recognizing new
not equal, L 18 Dipping concepts of SMM
into new SMM concept

Discussion and
demonstration

Lecture 18

Analyzing Customers, Competitors

and Influencers(Competitors:
Analysing competitor Campaign,
major trends in SMM competition)

T-1:Chapter 2

L 17 competitors efforts, tracking competition

Why all consumers are and recognizing new
not equal, L 18 Dipping concepts of SMM
into new SMM concept

Discussion and
demonstration

Week 4

Week 5

Week 6

Deepening SMM
Use of social media
Discussion
relationship with
marketing for branding
customer through
customer service, offline
marketing and real time
marketing.

RW-3

OR-5

Considering linkedin and creating profile,

participating in groups
promoting company
and using linkedin
groups to connect
effectively

Creating personas to
sharpen marketing
effect on customers

Discussion and
demostration

Week 7

Lecture 19

Analyzing Customers, Competitors

and Influencers(Influencers: types,
roles, Expert, Referent and
Positional influencers)

T-1:Chapter 14

L 19 Knowing and
reaching expert referent
influencers L 20
translating Influences for
the offline world L 21
Revision

L 19 Learn to
Discussion and doubt
differentiate nurture
clearing session
influencers L 20 how to
convert and control
their behavior of
influencers.

Lecture 20

Analyzing Customers, Competitors

and Influencers(Influencers: types,
roles, Expert, Referent and
Positional influencers)

T-1:Chapter 14

L 19 Knowing and
reaching expert referent
influencers L 20
translating Influences for
the offline world L 21
Revision

L 19 Learn to
Discussion and doubt
differentiate nurture
clearing session
influencers L 20 how to
convert and control
their behavior of
influencers.

Lecture 21

Analyzing Customers, Competitors

and Influencers(Influencers: types,
roles, Expert, Referent and
Positional influencers)

T-1:Chapter 14

L 19 Knowing and
reaching expert referent
influencers L 20
translating Influences for
the offline world L 21
Revision

L 19 Learn to
Discussion and doubt
differentiate nurture
clearing session
influencers L 20 how to
convert and control
their behavior of
influencers.

MID-TERM
Week 8

Week 9

Lecture 22

Social Media Marketing Campaign

(types, Process, Rules of the
market)

T-1:Chapter 4

L 22 Types of SMM
campaign, Recognizing
good SMM campaign, L
23 Four rules of SMM

Students will learn

synchronization of
SMM campaign with
other channels

Discussion

Lecture 23

Social Media Marketing Campaign

(types, Process, Rules of the
market)

T-1:Chapter 4

L 22 Types of SMM
campaign, Recognizing
good SMM campaign, L
23 Four rules of SMM

Students will learn

synchronization of
SMM campaign with
other channels

Discussion

Lecture 24

Social Media Marketing Campaign

(Developing SMM Voice: Need,
Defining SMM voice
Characterstics, Choosing owner of
SMM Voice and crowdsourcing)

T-1:Chapter 5

OR-6

L 24 introduction and
L 24-28 Building SMM Article based
Need, L 25 Meaning and voice in the social web discussion
Characteristics L 26
Difference between
SMM voice and Brand
voice, L 27 SMM voice
objectives, L 28
Choosing the owner of
SMM voice

Lecture 25

Social Media Marketing Campaign

(Developing SMM Voice: Need,
Defining SMM voice
Characterstics, Choosing owner of
SMM Voice and crowdsourcing)

T-1:Chapter 5

OR-6

L 24 introduction and
L 24-28 Building SMM Article based
Need, L 25 Meaning and voice in the social web discussion
Characteristics L 26
Difference between
SMM voice and Brand
voice, L 27 SMM voice
objectives, L 28
Choosing the owner of
SMM voice

Week 9

Week 10

Week 11

Lecture 26

Social Media Marketing Campaign

(Developing SMM Voice: Need,
Defining SMM voice
Characterstics, Choosing owner of
SMM Voice and crowdsourcing)

T-1:Chapter 5

OR-6

L 24 introduction and
L 24-28 Building SMM Article based
Need, L 25 Meaning and voice in the social web discussion
Characteristics L 26
Difference between
SMM voice and Brand
voice, L 27 SMM voice
objectives, L 28
Choosing the owner of
SMM voice

Lecture 27

Social Media Marketing Campaign

(Developing SMM Voice: Need,
Defining SMM voice
Characterstics, Choosing owner of
SMM Voice and crowdsourcing)

T-1:Chapter 5

OR-6

L 24 introduction and
L 24-28 Building SMM Article based
Need, L 25 Meaning and voice in the social web discussion
Characteristics L 26
Difference between
SMM voice and Brand
voice, L 27 SMM voice
objectives, L 28
Choosing the owner of
SMM voice

Lecture 28

Social Media Marketing Campaign

(Developing SMM Voice: Need,
Defining SMM voice
Characterstics, Choosing owner of
SMM Voice and crowdsourcing)

T-1:Chapter 5

OR-6

L 24 introduction and
L 24-28 Building SMM Article based
Need, L 25 Meaning and voice in the social web discussion
Characteristics L 26
Difference between
SMM voice and Brand
voice, L 27 SMM voice
objectives, L 28
Choosing the owner of
SMM voice

Lecture 29

Social Advertising(Advertisement
appeals on Social Networks)

T-1:Chapter 16

L 29 Introduction of
Social Advertisement
and Appvertisement, L
30 Appvertisement
Appeals

Discovering the frontier Discussion

of display advertising
social ads and seeing
how appvertisments can
work

Lecture 30

Social Advertising(Advertisement
appeals on Social Networks)

T-1:Chapter 16

L 29 Introduction of
Social Advertisement
and Appvertisement, L
30 Appvertisement
Appeals

Discovering the frontier Discussion

of display advertising
social ads and seeing
how appvertisments can
work

Lecture 31

Social Advertising(Gaining
Attention to social media)

T-1:Chapter 16

Getting Appvertisement Optimization of Social

noticed, making Paid and media working with
earned media work
other channels
together And SMM with
Television

Discussion

Lecture 32

Social Media Governance(Impact

of SMM on Other functions of
company)

T-1:Chapter 20

Impact of SMM on
public relations, Sales,
Customer relation.

Discussion

Lecture 33
Week 12

Lecture 34

Distinction of
governance in SMM
and other media
function

Homework3
Social Media Governance(Social
Media Governance models)

T-1:Chapter 20

OR-8

L 33 governance models, Insights of social media Article based

policies L 34 guidelines, governance and tools
discussion
Tricks

Week 12

Week 13

Lecture 35

Social Media Governance(Dealing

with social media crisis)

T-1:Chapter 20

Lecture 36

New Marketing practices with

SMM(SMM on website)

Lecture 37

OR-7

Key steps to be taken in

case of social media
crisis

Managing Society's
anger

T-1:Chapter 15

L 36 SIMM focused
website, L 37 making
campaign and website
work together, L 38
Rethinking website,
Facebook social plugins,
Tips and tricks.

L 36 Plugging the
Discussion
website on social web
and streamlining the
user experience,L 37
Students will learn how
to make media
campaign. L 38
students will understand
the easy use(user
friendly) of websites
and social media

New Marketing practices with

SMM(SMM on website)

T-1:Chapter 15

L 36 SIMM focused
website, L 37 making
campaign and website
work together, L 38
Rethinking website,
Facebook social plugins,
Tips and tricks.

L 36 Plugging the
Discussion
website on social web
and streamlining the
user experience,L 37
Students will learn how
to make media
campaign. L 38
students will understand
the easy use(user
friendly) of websites
and social media

Lecture 38

New Marketing practices with

SMM(SMM on website)

T-1:Chapter 15

L 36 SIMM focused
website, L 37 making
campaign and website
work together, L 38
Rethinking website,
Facebook social plugins,
Tips and tricks.

L 36 Plugging the
Discussion
website on social web
and streamlining the
user experience,L 37
Students will learn how
to make media
campaign. L 38
students will understand
the easy use(user
friendly) of websites
and social media

Lecture 39

New Marketing practices with

SMM(SMM mobile campaign)

T-1:Chapter 17

L 39 Looking at
consumer trends fitting
mobile into social media
practices L 40 Building
mobile enabled
communities, Mobile
Apps. L 41,42 Revision

L 39 Understanding
Discussion and doubt
convergence of mobile clearing session
in social media through
various paths within a
mobile channel. L 40
Students will be able to
develop mobile enabled
communities, Mobile
Apps

OR-3

Article based
discussion

Week 14

Lecture 40

New Marketing practices with

SMM(SMM mobile campaign)

T-1:Chapter 17

OR-3

L 39 Looking at
consumer trends fitting
mobile into social media
practices L 40 Building
mobile enabled
communities, Mobile
Apps. L 41,42 Revision

L 39 Understanding
Discussion and doubt
convergence of mobile clearing session
in social media through
various paths within a
mobile channel. L 40
Students will be able to
develop mobile enabled
communities, Mobile
Apps

Lecture 41

New Marketing practices with

SMM(SMM mobile campaign)

T-1:Chapter 17

OR-3

L 39 Looking at
consumer trends fitting
mobile into social media
practices L 40 Building
mobile enabled
communities, Mobile
Apps. L 41,42 Revision

L 39 Understanding
Discussion and doubt
convergence of mobile clearing session
in social media through
various paths within a
mobile channel. L 40
Students will be able to
develop mobile enabled
communities, Mobile
Apps

Lecture 42

New Marketing practices with

SMM(SMM mobile campaign)

T-1:Chapter 17

OR-3

L 39 Looking at
consumer trends fitting
mobile into social media
practices L 40 Building
mobile enabled
communities, Mobile
Apps. L 41,42 Revision

L 39 Understanding
Discussion and doubt
convergence of mobile clearing session
in social media through
various paths within a
mobile channel. L 40
Students will be able to
develop mobile enabled
communities, Mobile
Apps

SPILL OVER
Week 15

Lecture 43

Spill Over

Lecture 44

Spill Over

Lecture 45

Spill Over

Scheme for CA:

Component
Homework

Frequency

Out Of
2

3
Total :-

Details of Academic Task(s)

Each Marks Total Marks

10

20

10

20

AT No.

Objective

HW1

Students will learn

current trend in
social media
marketing world

HW2

HW3

Topic of the Academic Task

Nature of Academic Task

(group/individuals/field
work

Students will be assigned topics of tools of Social media

Group
marketing. each group will be of four students. They will prepare
a presentation and write up for that topic.

Evaluation Mode

Allottment /
submission Week

Presentation: 10,
Analysis: 10, Q/A:
10

3/8

To give practicle
Each group will be of 4-5 students. They have to select one SMM Group
exposure and skills tool, Design and run a campaign. Campaign can be for any vendor
to run a social media in LPU, Social cause or academic content.
campaign

Design validation:5,
Regularity of
updation: 5,
popularity:5,
Presentation:10,
Q/A:5

2 / 10

To check the
learning level of
students

6 questions * 5
marks

11 / 12

Test comprising of 6 questions of 5 marks each, from the syllabus Individual

covered till 10th week.

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No.

Lecture Topic

Type of pedagogical tool(s) planned

(case analysis,problem solving test,role play,business game etc)

Tutorial1

Uses of internet for marketing

Problem Solving

Tutorial2

Homework 2

Discussion and topic allocation

Tutorial3

Homework 1

Presentation

Tutorial4

homework 1

Presentation

Tutorial5

Homework 1

Presentation

Tutorial6

homework 2

methods and challanges

Tutorial7

Homework 1

Presentation

Tutorial8

Homework 2

presentation

Tutorial9

Homework 2

Presentation/ demonstration

Tutorial11

SMM campaign of various companies

Images, Videos etc.

Tutorial10

Homework 2

Presentation/ Demonstration

Tutorial13

Outcomes of Social media marketing campaign

Various corporate examples

Tutorial14

preparation for ETE

Discussion

Tutorial12

Major Challanges while using Social media Marketing

Various corporate examples

After Mid-Term