MKTG 1550 Social Media for Business
|School||School of Business + Media|
|Minimum Passing Grade||50%|
|Start Date||September 14, 2020|
|End Date||December 07, 2020|
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 to provide|
|Office Hours||Instructor to provide|
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.
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.
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
35% final project
NOTE: Students must recieve an average overall grade of 50% to pass the course.
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|
|1||Orientation & Social Media Basics||Contribute to discussion||Sept 21|
|2||Social media lingo & websites||self-quiz & contribute to discussion||Sept 28|
|3||Blogs||12%||Write a Blog Post||Oct 5|
|4||E-Newsletters||12%||Create and send an E-Newsletter||Oct 19|
|5||10%||Create a Facebook Page||Oct 26|
|6, 7 & 8||4th assignment of Student's choosing||11%||Twitter, Instagram or Video||Nov 16|
|10||Analytics||Contribute to discussion||Nov 30|
|11||Quiz||10%||Online quiz||Nov 30|
|Final Asignment||35%||Social Media Marketing Plan for a business||Dec 7|
Week 1: Orientation Sept 14
How the course works
Expectations: assignments, attendance, plagiarism, etc
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
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
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
Week 12: FINAL ASSIGNMENT DUE Dec 7
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 https://www.bcit.ca/about/administration/policies.shtml
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 https://www.bcit.ca/pts/pts_withdrawals.shtml.
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.