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COURSE DESCRIPTION
This course aims to develop basic conceptual knowledge and analytical skills of participants in the area
of Social Media Marketing from both a strategic and tactical perspective for branding, acquiring
and retaining customers in this digital era.
1.2 Digital natives, Digital Identity, Social footprints, Different types of Segmentation
1.3 Social Media Marketing Planning Cycle, Social Media Marketing Plan
1
Unit 4 Social Entertainment & Social Commerce
4.1 Social games, Game based marketing -Display ads, Static ads & Dynamic ads and Product
Placement in gaming, Advergaming
Essential readings:
1. Social Media Marketing – Michael R Solomon & Tracy Tuten – Sage Publishing (Textbook)
2. Social Media Marketing – A Strategic Approach – Melissa Barker, Donald Barker et.al -
Cengage Learning (Reference)
2
COURSE OUTCOMES (COs)
1. Describe the key terms, definitions and concepts used in Social Media Marketing and its
relation to Digital Marketing.
2. To understand the characteristics of social media and how four zones of social media impact
on firm performance and customer relationship.
3. To evaluate social media strategies used by companies and learn why some marketing
communication strategies succeed but others fail.
5. To learn how to measure the effectiveness of a social media campaign using appropriate
metrics for tracking campaign performance.
Short quizzes held at the conclusion of different topic promote reading and revision of concepts.
Group activities help in reinforcing the conceptual knowledge through application oriented exercises.
Questions and cases in mid-term and term-end examinations test both concepts and application
abilities. Thus, learning would be promoted through both repetition and reinforcement.
Assessment tool - CO Matrix: (Note: If there ‘n’ quizzes, fill for each quiz separately)
Assessment item Course Outcomes (COs)
1 2 3 4 5
Quiz #1 80 20
3
Quiz #2 80 20
Group Assignment 20 80
Mid-term examination 40 40 20
Term-end examination 5 5 5 5 80
Evaluation rubrics:
Assessment item Annexure no.
Group Assignment ( Social Media Marketing) II
CO - PO Matrix
CO# CO Program Outcomes (POs)
1 2 3 4 5 6 7
CO1 Describe the key terms, definitions 3 2
and concepts used in Social Media
Marketing and its relation to Digital
Marketing (Knowledge)
.
CO2 To understand the characteristics of 3 1 2 1
social media and how four zones of
social media impact on firm
performance and customer
relationship (Knowledge &
Comprehension)
CO3 To evaluate social media strategies 1 3 3 1
used by companies and learn why
some marketing communication
strategies succeed but others fail
(Evaluation)
CO4 To develop a social media marketing 3 1 3 1
plan for a Company/Brand/NGO
(Application)
.
CO5 To learn how to measure the 2 1 2 1
effectiveness of a social media
4
campaign using appropriate metrics
for tracking campaign performance
(Evaluation)
3: High relevance 2: Medium relevance 1: Low relevance
STUDENT FEEDBACK
At the end of this course, students are required to provide feedback on the following items:
1. Faculty comes well prepared with the necessary inputs to the classroom.
2. I received satisfactory explanations for my queries/doubts from the faculty.
3. I could easily approach the faculty in his/her office for any help or clarification.
4. I received helpful and timely feedback on my performance and progress throughout the trimester.
5. Every student got a fair opportunity to display his/her points of view in the class.
6. Classroom atmosphere created by the faculty was conducive to learning.
7. Internal Marks were awarded to me fairly and impartially.
8. I understand all the topics taught in the course.
9. I can relate the concepts to the applications in the corporate world.
10. Discussions facilitated in the class are subject-focused with minimal deviations.
11. I learnt additional concepts more than what are included in the syllabus.
Finally, continuous learning and continuous evaluation go hand-in-hand in this course. The goal is to
provide continuous feedback on the student’s performance, thus giving him/her an opportunity for
reflection and self-correction.
Advance preparation for the class is a must in this course. It is expected that the student will attend the
class only after thoroughly reading the prescribed reading material, which, to be fair, will be limited to
a reasonable number of pages per day/ session. Then, class room engagement would be primarily to
clarify issues/ concerns and to build capabilities. Students must clearly note that class attendance is
not a substitute for advance preparation and self-learning.
Annexure I
LESSON PLAN
5
Course
Session Topic Activity Pre-Reads
Outcomes
• Introduction about the
subject.
• Understanding the
expectations of the
students “United breaks
Guitar” Video
• Setting the expectations
from the students “Social Media
1
Song” Video
• Familiarization of the
students with i) course “Twitter Gyan”
objectives ii) Video
pedagogical methods
iii) session plans, ii)
evaluation plans, and iv)
grading method
6
2 Lecture & Text Book Page
9 Social Networking sites
Discussion No116-119
Social Networking Fatigue, 2 Lecture &
Social lock-in, Open Source Discussion
Model, Marketing tools for Text Book Page
10
Social community-Paid Media No120-123
& Earned Media tools, User
Generated Content
11 Glossary Test 1
3 Presentation & Case:How @Trident
Discussion Hotels started the
12 Case Study
first Social Hotel in
India?
Social Publishing, Content, 3 Lecture &
Types of Content, Channels for Discussion
Content Distribution– Text BookPage
13
Blogs,Microblogs, Press No128 to 138
Releases,Podcasts,Webinars,
Presentations, Photos, Articles
Newsletters, Videos, White 3 Lecture &
Text BookPage
14 Papers, case studies, e-books Discussion
No138 to 142
etc.
Content Value ladder, Social 3 Lecture &
Publishing Strategies-Social Discussion Text BookPage No
15
Media Optimization & Search 142 to 148
Engine Optimization
3 Presentation & Case: How
Discussion MaggiIndia enticed
users to share selfies
16 Case Study with
#HealthyIsEnjoyable
7
Qualitative KPI’s for Social 5 Lecture & Text BookPage No
22
Media measurement, Discussion 213-220
Quantitative KPI’s for Social 5 Lecture & Text BookPage No
23
Media Measurement Discussion 221-229
Future of Social Media 5 Lecture & Text BookPage No
24
marketing Discussion 159
Discussions on Learnings from 5
Presentations &
25 Group Assignment & Revision
Discussion
of Concepts
Annexure II
Group Assignment
The written report would be evaluated for 5.0 Marks. It would be evaluated on the following
Concepts – 1M Bringing out the Practices used in the Comments & Learning-
campaign – 2 M 2M