Course Syllabus
MKT 3513-004
Social Media Marketing
Spring 2023 Syllabus MW 12.30 Section 004
Contact Information
Course Details
For a list of course activities, scroll to the bottom of this page.
Course Prerequisites
Students must be approved for degree candidacy by Price College; MKT3013 or concurrent enrollment; ACCT2123 or concurrent enrollment.
Course Materials
Required text:
- Charello, M. 2022. Essentials of Social Media Marketing. Stukent. ISBN: 9780999630235. This material is available at Soonerbooks. It can also be purchased directly from the publisher using the following Stukent course link.
Additional required materials:
- Top Hat Classroom. We will be using Top Hat Pro to engage interactively with course material during meetings. You will be able to submit answers to in-class questions using smartphones, tablets, laptops, or through text message. For instructions on how to create a Top Hat account and enroll in our Top Hat Pro course, please refer to the invitation sent to your school email address or consult Top Hat's Getting Started Guide. If you already have a Top Hat account, click here to be taken directly to our course. If you are new to Top Hat, follow the link in the email invitation you received or...
- Go to the Top Hat registration page
- Click "Search by school" and input the name of our school
- Search for our course with the following join code: 166633
If a paid subscription is required, it will be listed at checkout when you enroll in our Top Hat Pro course. A one semester access code is also available for purchase at Soonerbooks.
Should you require assistance with Top Hat at any time please contact the Top Hat Support Team directly by email, the in-app support button, or by calling 1-888-663-5491. Specific user information may be required by their technical support team when troubleshooting issues.
- Hootsuite Student Program. You will take two Hootsuite social media certifications free of charge as part of this course. To create your Hootsuite account, enroll in the Hootsuite Student Program and take your certifications, click on the Hootsuite Student Program information, and follow the steps.
Grades
Breakdown
| Activity | Description | Points/Percentage |
|---|---|---|
| Chapter Assignments | Various individual and group chapter assignments will present through the course of the semester. These assignments will be completed in groups. Assignments will be introduced during class sessions and will be completed online as part of the online component of this course. | 40% |
| Hootsuite Basic Certification | You will participate in Hootsuite’s Student Program #knowyoursocial as part of this course. You are required to obtain both the Hootsuite Platform and Social Marketing certifications. Once certification is attained, you will be able to list yourself in the Hootsuite Certified Professionals Directory to showcase your skill set to potential employers and other social media industry professionals. | 10% |
| Hootsuite Social Media Certification | You will participate in Hootsuite’s Student Program #knowyoursocial as part of this course. You are required to obtain both the Hootsuite Platform and Social Marketing certifications. Once certification is attained, you will be able to list yourself in the Hootsuite Certified Professionals Directory to showcase your skill set to potential employers and other social media industry professionals. | 10% |
| Social Media Marketing Campaign Report | Group project. You will prepare a 10-page (Arial 12 point, 1.5 spacing) paper explaining your proposed social media marketing campaign for a business of your choice | 20% |
| Social Media Marketing Campaign Presentation | Group project. You will need to prepare a 15-minute PowerPoint supported presentation highlighting your proposed social media marketing campaign for the business of your choice. | 10% |
| Interactive Top Hat Questions | Every class session will include interactive participation opportunities facilitated through Top Hat software. | 10% |
| Extra Credit: Reflection Paper | A reflection paper due on May 3 will count as an extra credit assignment. | 1% |
| Total | 100% |
Scale
The following grading scale applies. Please note I do not grade on a curve - what you earn is what you get.
| Percentage | Letter Grade |
|---|---|
| 90–100% | A |
| 80–89% | B |
| 70–79% | C |
| 60–69% | D |
| Below 60% | F |
Course Components
Chapter Assignments. Various chapter assignments will present through the course of the semester. These assignments will be completed in groups. Assignments will be introduced during class sessions and will be completed online as part of the online component of this course. If you do not attend class, you will not be allowed to make-up any assignment (individually or as part of a group). Also see the attendance policy below. Assignments will be graded for correctness and recorded as such in the grade book on Canvas.
Hootsuite Basic Certification and Hootsuite Social Media Certification. You will participate in Hootsuite’s Student Program #knowyoursocial as part of this course. You are required to obtain both the Hootsuite Platform and Social Marketing certifications. Once certification is attained, you will be able to list yourself in the Hootsuite Certified Professionals Directory to showcase your skill set to potential employers and other social media industry professionals. Make sure you fill out your profile with as much detail as possible and activate it to show publicly. As part of the Student Program, you will have access to: Hootsuite Academy courseware for Hootsuite Platform and Social Marketing ($199 value); Free Hootsuite Platform Certification ($99 value); Free Social Marketing Certification ($199 value); Free listing in Hootsuite’s Certified Professionals Directory; and Hootsuite dashboard.
Hootsuite does not allow instructors access to monitor students’ grades for the certifications. After taking a certification exam it is therefore your responsibility to take a screenshot of your final certification grade and email me the screenshot together with your certificate for me to manually add your certification grade on Canvas to count towards your course grade. If you do not email me confirmation of your certification grade, but only forward me your certificate you will only receive 75% (the minimum percentage to pass the certification exam) for the relevant certification as part of your course grade. If you do not send me your certification grade or your certificate you will receive a 0 for the relevant certification as part of your course grade as I will assume you have not completed the certification.
Social Media Marketing Campaign Project. You will be working in assigned groups to design a report and a PowerPoint presentation of a 4-week social-media marketing campaign for a business of your choice. Do not choose restaurants as it has proven difficult in the past to get owners’ / managers’ cooperation. This project is a tremendous opportunity to gain some hands-on experience and help a local business.
You will need to engage in relevant research to understand your business and get a picture of any specific goals the owner/manager wants addressed.
The following Hootsuite link can be used as guide/template for the steps I expect you to go through as you build this 4-week social media campaign and content calendar.
Ultimately the platforms and outlets you choose to build the campaign around for the business will depend on the needs and goals of the business and, to some extent, the accounts they currently utilize. There is a specific list of items your plan must include below but you must include A MINIMUM OF 2 PLATFORMS as a part of your content and recommendations.
If a business does not currently use a platform that you believe would be beneficial, you should design what you believe that content would look like to share with the business as a part of your recommendations. You will also share your recommendations with me as part of your Content Calendar in your Social Media Marketing Campaign Report.
The project will contribute in two categories to your final course grade, namely by means of a report and a presentation.
- Social Media Marketing Campaign Report. You will prepare a 10-page (Arial 12 point, 1.5 spacing) report explaining your proposed social media marketing campaign. The 10 pages exclude the title page, table of contents, executive summary, and creative examples of your campaign. You will be graded according to the rubric below reflecting your successful completion of the social media marketing campaign requirements, with heavy consideration for the extent of your creativity, strategy, and delivery.
Social Media Marketing Campaign requirements (many of these are in the Social Media Campaign outline available through the Hootsuite link above)
- Agree “SMART” goals with your business.
- Design at least 2 target market personas.
- Prepare a competitive analysis for the business’ immediate market.
- Conduct and present a social media audit for the business.
- Use a MINIMUM of 2 social media platforms for your proposed strategy (using best practices for content and posting for the platforms you choose).
- Develop a COMPLETE content calendar for the 4-week period: Sunday, March 26 to Saturday, April 22.
- Your content calendar needs to include all appropriate text, images, video, etc. that you would expect to be published.
- Your plan should reflect options that are BOTH Free and Paid Options (Example: Instagram paid ads, Promoted Tweet, etc.). Estimate a budget for the paid options.
- Your plan should utilize a mix of content formats among the platforms you select, for example: video content, carousel image options, single image with text, etc.).
- Although your business is not obligated to implement your recommendations, your campaign plan should include relevant metrics that measure the effectiveness of the goals set out by your plan.
| Component | Points |
|---|---|
| Title page, table of contents, technical care, general organization / flow | 10 |
| Executive Summary | 10 |
| Campaign Requirements: | |
| Introduction of your focal business and competitive analysis | 10 |
| Social media audit of the focal business | 10 |
| SMART goals for the proposed campaign | 10 |
| Development of (minimum 2) target market personas | 10 |
| Social media platforms (minimum 2) – rationale, content and posting | 20 |
| 4-week content calendar (from Sunday, March 26 to Saturday, April 22 | 10 |
| Recommended metrics | 10 |
| Total | 100 |
- Social Media Marketing Campaign Presentation. You will be graded according to the rubric below reflecting the professional presentation of your planned social media marketing campaign. You will need to prepare a 15-minute PowerPoint supported presentation highlighting the following campaign elements:
- Introduce your selected business and explain why it was chosen
- Competitive analysis results
- Social media audit results
- SMART goals
- Introduce (minimum 2) developed target personas
- Rationale for choosing selected (minimum 2) social media platforms
- Overview of content calendar and rationale for timing
- Metrics for measuring results
You would present your campaign as if to convince the owner of the business to implement and execute your campaign. Presentations skills, a professional appearance and technical care of presentation materials are therefore important.
| Component | Points |
|---|---|
| Team introduction, introduction of selected business and why it was chosen (problem you want to solve) | 10 |
| Competitive Analysis results | 10 |
| Social media audit results | 10 |
| SMART goals | 10 |
| Developed target personas | 10 |
| Social media platforms and reason for choosing | 10 |
| Overview of content calendar and rationale for timing | 10 |
| Metrics for measuring results | 10 |
| Presentation skills, professional appearance (business casual), technical care | 20 |
| Total | 100 |
Interactive Top Hat Questions. Every class session will include interactive participation opportunities facilitated through Top Hat software. Depending on the type of question, some Top Hat questions will only be graded on participation, others for correctness, and others for a combination of participation and correctness. These questions do not merely confirm your presence in class but will challenge you to think about and apply the material in preparation for the next exam.
Extra Credit: Reflection Paper. A reflection paper due on May 3 will count as an extra credit assignment. This assignment will count to a maximum of 1% extra credit on your final grade if you choose to complete it.
Course Policies
Communication
Email is the best way to reach me. My email address is dsteyn@ou.edu. If you have a matter you would prefer to discuss in person please email me to make an appointment. I am also available in my office (Adams Hall Room 1E) during office hours on MW 4:30 - 5:30, or TR 10:30 - 11:45. We can also set a time to meet via Zoom. I am available Monday - Fridays 8:00 am - 5:00 pm. Please allow 24 hours for a response. On weekends and holidays response time will take longer.
Late Policy
Late work is not accepted. Please refer to the syllabus document and Canvas schedule for due dates.
University Academic Policies and Student Support
Land Acknowledgement
Long before the University of Oklahoma was established, the land on which the University now resides was the traditional home of the “Hasinais” Caddo Nation and “Kirikirʔi:s” Wichita & Affiliated Tribes.
We acknowledge this territory once also served as a hunting ground, trade exchange point, and migration route for the Apache, Comanche, Kiowa and Osage nations. Today, 39 tribal nations dwell in the state of Oklahoma as a result of settler and colonial policies that were designed to assimilate Native people.
The University of Oklahoma recognizes the historical connection our university has with its indigenous community. We acknowledge, honor and respect the diverse Indigenous peoples connected to this land. We fully recognize, support and advocate for the sovereign rights of all of Oklahoma’s 39 tribal nations. This acknowledgment is aligned with our university’s core value of creating a diverse and inclusive community. It is an institutional responsibility to recognize and acknowledge the people, culture and history that make up our entire OU Community.
Course Catalog
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Student Handbook
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Student Support Services
OU offers a variety of services to support students. For more information, please refer to the Student Support Module in your Orientation course.
Online Library
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Copyright Statement and Privacy Information
Sessions of this course may be recorded or live-streamed. These recordings are the intellectual property of the individual faculty member and may not be shared or reproduced without the explicit, written consent of the faculty member. In addition, privacy rights of others such as students, guest lecturers, and providers of copyrighted material displayed in the recording may be of concern. Students may not share any course recordings with individuals not enrolled in the class or upload them to any other online environment.
Academic Integrity
As a member of the OU community, it is your responsibility to protect your educational investment by knowing and following the rules. The Student Code is available from the Office of the Vice President for Student Affairs, and is contained in the Student's Guide to Academic Integrity.
Academic honesty is incredibly important within this course. Cheating is strictly prohibited at the University of Oklahoma, because it devalues the degree you are working hard to get. Should you know of someone else engaging in academic misconduct, please report it to your instructor or directly to the Office of Academic Integrity. Your instructor has a professional obligation to report academic misconduct.
In addition to the course conduct policies outlined by your professor in the Course Syllabus in the online classroom, please review the Graduate Student Handbook.
Religious Observance
It is the policy of the University to excuse the absences of students that result from religious observances and to reschedule examinations and additional required classwork that may fall on religious holidays, without penalty. [See Faculty Handbook 3.15.2].
Reasonable Accommodation for Disabilities
The Accessibility and Disability Resource Center (ADRC) is committed to supporting students with disabilities to ensure that they are able to enjoy equal access to all components of their education. This includes your academics, housing, and community events. Please review OU's Accessibility Policy.
If you are experiencing a disability, a mental/medical health condition that has a significant impact on one or more life functions, you can receive accommodations to provide equal access. Possible disabilities include but are not limited to learning disabilities, AD(H)D, mental health, and chronic health. Additionally, we support students with temporary medical conditions (broken wrist, shoulder surgery, etc.) and pregnancy.
To discuss potential accommodations, please contact the ADRC at 730 College Avenue, (phone) 405-325-3852, or adrc@ou.edu.
Title IX Resources
Anyone who has been impacted by gender-based violence, including dating violence, domestic violence, stalking, harassment, and sexual assault, deserves access to resources so that they are supported personally and academically.
The University of Oklahoma is committed to offering resources to those impacted, including: speaking with someone confidentially about your options, medical attention, counseling, reporting, academic support, and safety plans. If you would like to speak with someone confidentially, please contact OU Advocates (available 24/7 at 405-615-0013) or another confidential resource (see "Can I make an anonymous report?").
You may also choose to report gender-based violence and discrimination through other means, including by contacting the Institutional Equity Office (ieo@ou.edu, 405-325-3546) or the police (911).
Because the University of Oklahoma is committed to the safety of you and other students, I, as well as other faculty, Graduate Assistants, and Teaching Assistants, are mandatory reporters. This means that we are obligated to report gender-based violence that has been disclosed to us to the Institutional Equity Office. This includes disclosures that occur in class discussions, writing assignments, discussion boards, emails, and during Student/Office Hours.
For more information, please visit the Institutional Equity Office.
Adjustments for Pregnancy/Childbirth Related Issues
Should you need modifications or adjustments to your course requirements because of documented pregnancy-related or childbirth-related issues, please contact me as soon as possible to discuss your options. Generally, modifications will be made where medically necessary and similar in scope to accommodations based on temporary disability. Learn more about the rights of pregnant and parenting students by consulting the FAQ sheets provided by the Institutional Equity Office.
Mental Health Support Services
If you are experiencing any mental health issues that are impacting your academic performance, counseling is available at the University Counseling Center (UCC). The Center is located on the second floor of the Goddard Health Center, at 620 Elm Rm. 201, Norman, OK 73019. To schedule an appointment, call 405-325-2911. For more information, please visit the University Counseling Center.
Final Exam Preparation Period
Pre-finals week will be defined as the seven calendar days before the first day of finals. Faculty may cover new course material throughout this week. For specific provisions of the policy please refer to OU's Final Exam Preparation Period policy.
Required Policies for Students On Campus
Emergency Protocol
During an emergency, there are official university procedures that will maximize your safety.
Severe Weather: If you receive an OU Alert to seek refuge or hear a tornado siren that signals severe weather:
- Look for severe weather refuge location maps located inside most OU buildings near the entrances
- Seek refuge inside a building. Do not leave one building to seek shelter in another building that you deem safer. If outside, get into the nearest building.
- Go to the building’s severe weather refuge location. If you do not know where that is, go to the lowest level possible and seek refuge in an innermost room. Avoid outside doors and windows.
- Get in, Get Down, Cover Up.
- Wait for official notice to resume normal activities.
Additional Weather Safety Information is available through the Department of Campus Safety.
Severe Weather Preparedness Video
Armed Subject/Campus Intruder
If you receive an OU Alert to shelter-in-place due to an active shooter or armed intruder situation or you hear what you perceive to be gunshots:
- Avoid: If you believe you can get out of the area without encountering the armed individual, move quickly towards the nearest building exit, move away from the building, and call 911.
- Deny: If you cannot flee, move to an area that can be locked or barricaded, turn off lights, silence devices, spread out, and formulate a plan of attack if the shooter enters the room.
- Defend: As a last resort fight to defend yourself. For more information, visit:
OU's Emergency Preparedness site
Shots Fire on Campus Procedure
Fire Alarm/General Emergency
If you receive an OU Alert that there is danger inside or near the building, or the fire alarm inside the building activates:
- Leave the building. Do not use the elevators.
- Know at least two building exits
- Assist those that may need help
- Proceed to the emergency assembly area
- Once safely outside, Notify first responders of anyone that may still be inside the building due to mobility issues.
- Wait for official notice before attempting to re-enter the building.
Course Summary:
| Date | Details | Due |
|---|---|---|