GSM 503 - Mktg-Age of Social Media

Institution:

Simmons University

Subject:

Description:

Prerequisites: GSM 425 Marketing Social media has changed the way people live and communicate. Businesses are not only reacting with changes in their marketing plans, but their marketing activities are funding the innovation that is driving the behavioral change they must adapt to. This course is about how marketing has changed in light of the invention and adoption of social media, and the role managers play in future change. It aims to arm students with information every manager needs to compete in the marketing landscape of today and tomorrow. Every company impacts its immediate surroundings and the industry in which it operates, in turn producing ripple effects that reach far beyond - creating community, especially online. Through the Internet and social media, it has become commonplace in our culture that customers, employees, fans, followers, supporters, nay?sayers, critics, media, suppliers, partners, manufacturers - and all key constituents in a business' life - monitor and comment about the business and its public reaction to real time events. This course addresses a company's marketing capability to respond, engage, participate and shape the way the community they build mobilizes to not only purchase their products and services, but also to behave in the greater world. In this course we explore how companies participate in that discussion, and thereby live up to business and social missions. The overall goal of this course is to expose students to a way of thinking that empowers them to not only leverage new media channels in marketing plans, but also to advance problem solve and develop operating processes that integrates a 'new media mindset' in everything they do. Many of the specific topics we will discuss have both business and social implications ? from the data that is gathered and how it is stored and used, to the freedom of speech a business grants or denies customers, to the way feedback gathered through social methods is employed in a company's operations and marketing. Students will discuss cases and testimonials from real-life practitioners to study online marketing theory from strategic planning to process development to practical application.

Credits:

2.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.simmons.edu

Phone Number:

(617) 521-2000

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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