Social Media & The Brand

In this course, students learn how effective use of social media integrates both into an overall digital marketing strategy and overarching brand strategy. The course covers the principles and practices of social media marketing and how social media channels are used to build brands in conjunction with an effective content marketing strategy. Throughout the course, students evaluate established social networks as well as emerging platforms. The course covers the different forms of content including blogs, image, video and audio and examines how social media can build or break influence, be used as a research and customer service tool and examines emerging trends and concerns over privacy issues. The course provides students with an opportunity to build a brand by creating content, using social media networks, and creating social media marketing campaigns.