Leveraging Social Media

1.5 Credits · Level: Graduate, Juris Doctor, Undergraduate

MARK 579: Leveraging Social Media As social media data becomes more common, social media strategy will be subsumed under and organization's digital marketing strategy, which in turn will become integrated into the broader marketing strategy. Thus, the goal of the course is to familiarize students with social media as it relates to marketing strategy. There are two primary lenses through which we will look at social media: (1) as a marketing channel and (2) as a source of marketing insights. In addressing (1), the intent of this course is to provide you with the knowledge to be an informed consumer of reports on the impact of social media marketing efforts. For (2), we will examine how organization may engage in social media listening to understand the "voice of the consumer." We will review tools that facilitate this, and investigate the pros and cons associated with such approaches.