Semester	Spring Semester, 2021
Department	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
Week	Topic	Content and Reading Assignment	Teaching Activities and Homework	In-class Hours	Outside-of-class Hours
1	Course introduction	-	Course introduction	3	0
2	The scale and scope of social media	Assigned Readings	TBA	3	6
3	Convergence of social, advertising, and PR	Assigned Readings	TBA	3	6
4	Understanding target audience	Assigned Readings	TBA	3	6
5	Consumer engagement	Assigned Readings	TBA	3	6
6	Client brief	-	-	3	6
7	Electronic word-of-mouth (eWOM)	Assigned Readings	TBA	3	6
8	uMiner Workshop	-	Learning session	3	6
9	Content marketing	Guest speaker	Guest speaker	3	6
10	Group meetings	Discussion & feedback	Project progress report due	3	6
11	Influencer marketing	Assigned Readings	TBA	3	6
12	Social media analytics and computational methods	Assigned Readings	TBA	3	6
13	Guest speaker	-	-	3	6
14	Contexts of social media marketing	Assigned Readings	TBA	3	6
15	Challenges facing social media marketing	Assigned Readings	TBA	3	6
16	Group meetings	Discussion & feedback	Project draft due	3	6
17	Final presentations	-	In-class presentations	3	6
18	Final project due	-	Final project due	0	6

Teaching Methods

Teaching Assistant

TBA

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 & Attendance (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 project & presentation (60%)

Textbook & Reference

Students are required to read Keith A. Quesenberry’s Social Media Strategy: Marketing and Advertising in the Consumer Revolution, as well as scholarly and trade press articles posted on Moodle.

Urls about Course

Attachment