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Course Outlines

MKTG 1550 Social Media for Business

School School of Business + Media
Program Marketing Management
Course Credits 3
Minimum Passing Grade 50%
Start Date September 14, 2020
End Date December 07, 2020
Total Hours 36
Total Weeks 12
Hours/Weeks 3
Delivery Type Lecture/Lab
CRN 38517

Acknowledgement of Territories

The British Columbia Institute of Technology acknowledges that our campuses are located on the unceded traditional territories of the Coast Salish Nations of Sḵwx̱wú7mesh (Squamish), səl̓ilwətaɁɬ (Tsleil-Waututh), and xwməθkwəy̓əm (Musqueam).

Instructor Details

Name Rebecca Coleman
E-mail Instructor to provide
Location N/A
Office Hours Instructor to provide

Course Description

Facebook. Instagram. YouTube. Blogs. Everyone is buzzing about how these free social networking sites can be powerful marketing tools for your small business. But where do you start? What's the right approach for you? In this course you will delve into the major Internet-based social media, the technology, interface. algorithms and etiquette. The focus will be on learning to use social media as a marketing tool to establish and maintain your small business' online presence. At the end of the course you will have designed a social media marketing strategy, presented it and have it ready to implement for your small business.

Course Learning Outcomes/Competencies

Upon successful completion of this course, the student will be able to:

  • Define traditional marketing methods and new media marketing methods, and understand the difference between them.
  • Assess which popular social media tools will work best to market your small business and understand best practices when using them.
  • Construct a social media marketing plan for a business, plus a calendar which will drive your future social media marketing.
  • Be able to clearly define best practices and understand the etiquette of each of the major social networks.

Learning Resources

Access to computer and the internet.

Notes will be provided, as will PowerPoint presentations and screencapture how-to videos.

There is no textbook for this course, but students will be expected to complete weekly online readings.

Please note, this course will be taught in a hybrid format, including online lectures delivered by video, as well as online discussions, assignments and readings.

Course Goals

Participants will create a social media marketing plan that includes:
• Knowledge of general marketing methods, and those specific to “new media marketing”
• Knowledge of the interface and etiquette of each of the major social media networks
• An understanding of which social media will work best to market their small business, and how to use these tools
• A calendar which will drive their future social media marketing

Evaluation Criteria

35% final project
10% participation
45% Assignments
10% quiz

NOTE: Students must recieve an average overall grade of 50% to pass the course.

Attendance Requirements

The BCIT attendance policy will be enforced. Attendance will be taken at the beginning of each session. Excessive absence is missing more than 10% of the class time. Upon notification and failure to provide acceptable explanation for excessive absence, the student may be disqualified from the final exam.

Online class participation will be graded by participation in discussions and group activities.

Course Specific Requirements

Working knowledge of computers and the internet.

Current or future business owner or studying to become a social media marketer inside an organization.

A business website would be beneficial.

STRONG written English skills.

Statement for prior learning assessment

To be successful as a social media marketer, excellent communication skills are a must. Students taking the course requrie strong written English skills.

Course Schedule and Assignments

Module Material Covered Score Assignment Due Date
1Orientation & Social Media Basics Contribute to discussion Sept 21
2Social media lingo & websitesself-quiz & contribute to discussionSept 28
3 Blogs12%Write a Blog PostOct 5
4 E-Newsletters12%Create and send an E-NewsletterOct 19
5 Facebook10% Create a Facebook PageOct 26
6, 7 & 84th assignment of Student's choosing11%Twitter, Instagram or VideoNov 16
10Analytics Contribute to discussionNov 30
11Quiz10%Online quizNov 30
Final Asignment35%Social Media Marketing Plan for a businessDec 7

Course topics

Week 1: Orientation Sept 14

How the course works

Expectations: assignments, attendance, plagiarism, etc

Textbook/assigned reading

Facebook group


Marketing Basics

Traditional marketing methods

Mad Men to Math Men: making the shift from old-school to new media marketing

Principles of new media marketing

Week 2: Marketing Lingo & Websites Sept 21

Touchpoints, Niches, Unique Selling Points, Branding

Website basics

What makes a good website


Enabling your website for the greatest social media impact

Week 3: Bloggers & Blogs Sept 28

Blogging background: rules of the Blogosphere

Introduction to WordPress: both self-hosted and WP-hosted

Alternate blogging

Influencers: bloggers as the new media: how to engage them

Assignment: Write a Blog post

Week 3: E-newsletters Oct 5

Email as a tool

Exploration of different email-newsletter tools

How to use email for marketing (without spam)

Assignment: Create an e-newsletter

Week 5: Facebook Oct 19

Background information: how FB works

Personal pages, Groups and Pages: intro to each, and which is right for you?

Understatnding Facebook's Algorithm

Assignment: Create a Facebook Page for a Business

Week 6: Instagram Oct 26

History of Instagram

Exploration of using visual media for marketing

Hashtags & account growth

Tools for Instagram

Optional assignment A: create a week-long Instagram marketing calendar

Week 7: YouTube Nov 2

Introduction to YouTube

How they work, how to use them, ideas for marketing

How to set up a YouTube channel

Shooting & editing video

Publication and marketing your channel

Optional ssignment B: Create a video for the web

Week 8: Social Media Grab Bag Nov 9








Optional assignment C: create a video livestream

Optional assignment D: run a business twitter feed for a week

Week 9: Putting it all together Nov 16

Creating a social media marketing plan

Creating a calendar for social media marketing

Week 10: Analytics & Case Studies Nov 23

Analytics: Google Analytics, WordPress Stats, MailChimp Reports, Facebook Insights, Twitter & Pinterest analytics tools.

Tracking your progress

Tracking what people are saying about you online

Week 11: QUIZ Nov 30


BCIT Policy

Any student who needs special assistance in the event of a medical emergency or building evacuation (either because of a disability or for any other reason) should promptly inform their course instructor(s) and Accessibility Services of their personal circumstances.

Human Rights, Harassment and Discrimination:
The BCIT community is made up of individuals from every ability, background, experience and identity, each contributing uniquely to the richness and diversity of the BCIT community as a whole. In recognition of this, and the intrinsic value of our diversity, BCIT seeks to foster a climate of collaboration, understanding and mutual respect between all members of the community and ensure an inclusive accessible working and learning environment where everyone can succeed.

Respect, Diversity, and Inclusion is a supportive resource for both students and employees of BCIT, to foster a respectful learning and working environment. Any student who feels that they are experiencing discrimination or harassment (personal or human rights-related) can confidentially access this resource for advice and support. Please see Policy 7507 – Harassment and Discrimination and accompanying procedure.

Students should make themselves aware of additional Education, Administration, Safety and other BCIT policies listed at

Guidelines for School of Business + Media

Students must successfully complete a course within a maximum of three (3) attempts at the course. Students with two attempts in a single course will be allowed to repeat the course only upon special written permission from the Associate Dean. Students who have not successfully completed a course within three attempts may not be eligible to graduate from their respective program.

Regular attendance in lectures and labs is seen as integral to student success, therefore, attendance in class is monitored. Unexcused absences in excess of 10% of the time prescribed for this course may result in the assignment of a failing grade. Attendance may be taken at any time during class. A student not present for attendance will be marked absent. A student who leaves class for a period of time deemed excessive by the instructor may be considered absent regardless of whether they are present when attendance is taken.

In case of illness or other unavoidable absence, students must communicate with the instructor, or the appropriate Program Head, as soon as possible (preferably in advance) indicating the reason for the absence. Students who are seeking accommodation for a medical absence must have a BCIT-approved medical certificate ). For other absences, students must be prepared to provide appropriate supporting documentation.

A student who has unexcused absences in excess of 10% of the time prescribed for the course by the Withdrawal Deadline is considered to have ‘Vanished’ and will be assigned a grade of ‘V’. In these cases, no further work will be graded.

These requirements are set out in accordance with BCIT Policy 5101 Student Regulations. More information regarding withdrawals from PTS courses is available at


I verify that the content of this course outline is current.
Rebecca Coleman, Instructor
August 23, 2020

I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
August 31, 2020

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
August 31, 2020

Note: Should changes be required to the content of this course outline, students will be given reasonable notice.