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Home 2015-2016 Undergraduate College Catalog Course Offerings Marketing Communication Management (Graduate Program) Courses MKMC 5102: Social Media and the Business Imperative (3 cr.)

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MKMC 5102: Social Media and the Business Imperative (3 cr.)

Social Media has played a large part in changing

business communications. With the creation of

new tools and channels more people are publishing

and contributing to online conversations. The

mass adoption of social tools has lead to varying

types of interactions and the maintenance of

online relationships; both personal and

commercial. As the traditional online audience

has morphed into the content creator, businesses

must contend with consumers creating, altering

and even enhancing their marketing efforts. This

course, in contrast to the tactically-oriented

elective corse, explores the strategic

implications, challenges and opportunities

offered by the world of social media. The

objective of this course is for students to learn

how varying sets of Social Media tools work

together as an integrated system and actively

apply these concepts to the their own present and

prospective professional circumstances. Through

the use of presentations, discussions and

dialogues, assigned readings, case studies, and

student projects the students explore

implications of Social Media and integration of

the knowledge and skills around Social Media to

apply them in a business setting. Upon

successfully completing this course, students

will be able to integrate their understanding of

Social Media and its respective dimensions in

business marketing challenges and will have

mastered the pervasive impact that Social Media

has on business marketing.

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