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Course Outlines

MKTG 1550

Social Media Essentials

School School of Business + Media
Program Marketing Management
Course Credits 3
Minimum Passing Grade 50%
Start Date September 13, 2021
End Date December 06, 2021
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

​Learn about current social media platforms and how to use them strategically to market your business. With a heavy emphasis on tactical, experiential, hands-on learning, as well as case studies, students will gain experience creating business accounts for several leading social media platforms and how to apply best practices for content creation on each platform.

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.
  • Be able to clearly define best practices and understand the etiquette of each of the major social networks.
  • Build and create content for the popular social media networks: Facebook, Instagram, audio & video platforms, Pinterest, Twitter, Snapchat, TikTok, and LinkedIn.
  • Be able to conduct assessments of social media channels (case studies) and recommend improvements.

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 reading assignments.

Course Goals

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.

Evaluation Criteria

Assignments554 individual
Case Study10
Final Exam25

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 lose participation marks.

In the case of online learning, participation will include reading course materials and taking part in online and real-time discussion groups.

Course Specific Requirements

Working knowledge of computers and the internet.

STRONG written English skills.

Course Schedule and Assignments

ModuleMaterial coveredScoreAssignmentDue Date
1Orientation, introductionCreative Marketing Campaign Analysis, discussionSept 20
2Social Media Marketing conceptsPlatforms discussionSept 27
3Facebook14Create a FB page for a businessOct 4
4Instagram14Create a week's worth of content for a business InstagramOct 18
5Video & YouTube(14)Create a YouTube video (alt)Nov 8
6Podcasts & Social Audio(14)Create a podcast (alt)Nov 8
7Vertcial Video: TikTok & Reels(13)Create a TikTok (alt)Nov 22
8Ephemeral video & Livestreaming(13)Create IG Stories content or a Livestream (alt)Nov 22
9Twitter & Social Media Dashboards(13)Tweet for a week (alt)Nov 22
10Pinterest & LinkedIn
11Analytics10Case StudyDec 6
12Final Exam25Dec 6

Course topics



Lab Activity

Online Reading




  • Introduction, syllabus, assignments, etc
  • History of social media, how we got to where we are now
  • Word of mouth marketing
  • Relationship building
  • Adding value
  • Social media mistakes

Case Study: Old Spice

  • Course Introduction
  • Getting Started with Social Media Marketing Essentials
  • Social Media Marketing Essentials

Creative Marketing Campaigns discussion


Social Media Marketing Essentials

  • Review: earned, paid, WOM
  • Owned vs borrowed
  • Influencers
  • Definitions of popular social media terms
  • Marketing: features, benefits & values
  • Inclusion and diversity
  • B2B vs B2C
  • Choosing the right social network for your biz

Recommend social networks for a specific business

  • Social Media Marketing Concepts
  • Platforms overview

Recommend social networks for a specific business (discussion)



  • Understand the differences between personal accounts, groups, pages and Messenger
  • Understand how the FB algorithm works
  • Build a Facebook page for a business and populate it with content
  • Case Study: analysis of Facebook pages
  • Facebook

Build a FB page for a business or complete a SWOT analysis of an already-existing page



  • Understand the difference between a personal and business account
  • Understand how the Instagram algorithm works
  • Create an optimal Instagram post including tagging description, hashtags, visuals
  • Case study: analysis of Instagram accounts
  • Instagram

Create a week’s worth of Instagram posts for a business


Video & YouTube

  • Understand the power of video in marketing in today’s world
  • Case study: Dottotech
  • Tools for creating video
  • How to edit and post to YouTube
  • Video & YouTube

Create a Youtube video


Podcasting & social audio

  • Understand what a podcast is
  • Understand what social audio is
  • Record and edit a podcast
  • Understand how podcast publishing works
  • Marketing podcasts
  • Social audio: Clubhouse, Twitter Spaces, etc
  • Podcasts
  • Social Audio

Create a podcast


Vertical video: TikTok & Reels

  • Understand the difference between regular video, vertical video, ephemeral video and livestreaming
  • Hands-on creating Tiktoks & Reels
  • TikTok & Reels

Create a TikTok or an IG Reel


Snapchat, Stories


  • Understand the marketing benefits of ephemeral video
  • Hands on creating IG Stories, Snapchats, Livestreams
  • Snapchat & Stories
  • Livestreaming

Create IG Stories

Create a Livestream


Twitter & Social Media Dashboards

  • Understand what Twitter is, and demonstrate how to use it as a business for customer service
  • Understand the different types of social media dashboards, how to use them for managing content
  • Live demonstration of Twitter
  • Live demonstration of a few social media dashboards
  • Hootsuite certification
  • Twitter
  • Social Media Dashboards

Tweet for a week


Pinterest & LinkedIn

  • Understand how Pinterest works as a platform to drive traffic
  • Understand how to use LinkedIn for personal reasons (job search) or a business
  • Pinterest demo
  • LinkedIn demo
  • Pinterest
  • Linkedin


Analytics & Case Studies

  • Know where to find analytics for each of the major social media platforms
  • Know which analytics are the most important ones
  • Understand how to interpret that data effectively
  1. Analyze specific businesses and their current social media presences and put forward suggestions for improvement


Case Study from provided social media analytics


Final Exam

Final Exam

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 25, 2021

I verify that this course outline has been reviewed.
Joe Freeburn, Program Head
August 25, 2021

I verify that this course outline has been reviewed.
Danielle Wilson, Program Head
August 26, 2021

I verify that this course outline has been reviewed.
Joe Freeburn, Program Head
August 26, 2021

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
August 26, 2021

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