College of Communication Specialized Subjects for Freshman and Sophomore Majors
Course Name
Social Media and Marketing
Instructor
LIN JHIH-SYUAN
Credit
3.0
Course Type
Elective
Prerequisite
Course Objective
Course Description
Course Schedule
Week
Topic
Content and Reading Assignment
Teaching Activities and Homework
Student workload expectation
In-class Hours
Outside-of-class Hours
1
No class
No class
No class
0
0
2
Course overview; The scale and scope of digital and social media marketing
Assigned Readings
TBA
3
6
3
Convergence of social, advertising, and public relations
Assigned Readings
TBA
3
6
4
Case Study
Assigned Readings
TBA
3
6
5
Social networks and blogs
Assigned Readings
TBA
3
6
6
No Class
No Class
No Class
0
0
7
Segmentation and audience targeting
Assigned Readings
TBA
3
6
8
Strategy and tactics I
Assigned Readings
TBA
3
6
9
Strategy and tactics II
Assigned Readings
TBA
3
6
10
Midterm exam week
Assigned Readings
TBA
3
6
11
Electronic word-of-mouth
Assigned Readings
TBA
3
6
12
Understanding digital engagement
Assigned Readings
TBA
3
6
13
Contexts of social media marketing
Assigned Readings
TBA
3
6
14
Social media management
Assigned Readings
TBA
3
6
15
Social media analytics and evaluation
Assigned Readings
TBA
3
6
16
Insights and reporting
Assigned Readings
TBA
3
6
17
Future trends and opportunities
Assigned Readings
TBA
3
6
18
Final Presentations
Final Presentations
Oral Presentations
3
0
Teaching Methods
Teaching Assistant
黃意能 christinehuang327@gmail.com
Requirement/Grading
Students will be graded on their written work, oral presentation, ability to synthesize and conceptualize the material, and contributions to the class.
Discussion leader (20%): Each student will lead class discussion, which should include the assigned readings and cases/examples from additional research.
Participation (20%): All students are expected to participate in weekly discussions of the readings. This presumes you will attend class and have completed the readings.
Assignments, final paper & presentation (60%)
Textbook & Reference
Quesenberry, K. A. (2015). Social Media Strategy: Marketing and Advertising in the Consumer Revolution. Rowman & Littlefield.
Rodgers, S., & Thorson, E. (Eds.). (2017). Digital Advertising: Theory and Research. Taylor & Francis.
Additional scholarly and trade press articles will be assigned.