branding and social media marketing course · pdf filebranding and social media marketing ......

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BrandingandSocialMediaMarketingUniversityofFloridaCOURSEINFORMATIONMMC6936Credits03MeetingTime:DistanceAsynchronousviaCanvasShellOfficeHoursByAppointmentINSTRUCTORRobertHughesMArjhughes@jou.ufl.edu970-368-2021Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.COURSEDESCRIPTIONBytheendofthiscourseyouwillunderstandthebasicsofdevelopinganIntegratedMarketingCommunication(IMC)plan,therolethesocialmediamarketingplanplaysintheIMC,learntodevelopaSocialMediaMarketingPlanwithafocusonbranding,andtheimpactofsocialmediaonabrand.Withthisunderstandingasafoundation,youwillalsolearnhowto:

• Understandthelandscapeofsocialmediainwhichmarketersoperate• Beabletousethemostinfluentialtoolsinsocialmediamarketingand

branding• Developbrandstrategiesforsocialmediamarketingandcommunicatethose

strategies• Auditthecompetitivescopeofsocialmediaactivitiesforabrand• Assesstheeffectivenessofsocialmediamarketingstrategies.

COURSEDESIGNLectures:Notethattherearenolivelecturesforthiscourse.Youwillviewrecordedmaterialsthathelpyoutounderstandkeyconceptsand

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assignments.Thesearereinforcedinanonlinehomeworksystemandinwrittensubmissions.However,IreservetherighttoprovideyoueitherrecordedclassupdatesorliveupdatesessionsthatwillbescheduledasneededduringtheSummersemester.Thesewillbeabout½hourinlengthandwillberecordedforlaterviewingifyoucannotattendthesession.REQUIREMENTSYouwillneedanInternetconnectiontoaccessyourtext,viewthelectures,andcompleteassignmentsREQUIREDTEXTBOOKSEssentialsofMarketing13thedition,byPerraultandCannon.BesuretopurchasetheConnectversiontogetaccesstothehomeworksystem.ThetextisavailableatEssentialsofMarketingConnectSystemCONNECTwillgiveyouboththehomeworksystemandthee-book.SocialMediaMarketingbyTutenandSolomon.Thetextisavailableat:SocialMediaMarketing2ndEPLEASEBESURETOORDER/PURCHASETHECORRECTEDITIONOFEACHOFTHETWOTEXTBOOKS.FORTHEESSENTIALSOFMARKETING,ITISTHE13THEDITION.FORTHESOCIALMEDIAMARKETINGTEXT,ITISTHE2ndEDITION.AssignmentsSummaryYouwillhaveregularassignmentsasapartofyourfinalgrade.Eachweekyouwillreadtheassignedmaterials,viewonlinelecturesandansweringaquestionortwothatareposedintherecordedlectureundertheDiscussionstabinCanvas,anddiscussacriticalissuethatispostedundereachweeklysectionofthesyllabus.YouwillpostyourinitialreplyintheDiscussionstabANDreplytoatleastoneclassmatespost.Additionally,youwillenrollinHootSuiteUniversitytogainknowledgeandexperienceusingvarioussocialmediachannels.YouwillreceiveaHootsuiteUCertificationuponsuccessfulcompletionofthisareaofourcourse.YouwillprepareaSocialMediaMarketingandBrandingPlanforapublicallytradedcompany/brandyouselectasasemesterlongfinalproject.PleasepostyourchosencompanyforapprovalfromProf.HughesbySaturdayofWeek6at11pmESTandsubmityourplantohimbySaturdayofWeek12at11pmESTasaWorddocumentattachmentthroughtheCanvasshellunderthe“Assignments”tab.Ifyouwould

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prefertosubmitthisplanasawebsite(usingWordpressorsimilarplatform,insteadofasaWorddocument)thatisfineaswell.ConnectandCanvasHomework(5pointseach.11total)Eachweek(exceptweek12)youwillcompleteahomeworkassignmenteitherinConnectorinCanvas.SeeWeeklyCourseWorkandScheduleinthissyllabusformoredetails.ForweeksthatyouarecompletingConnecthomework,goto:http://connect.mheducation.com/andloginwithyourusernameandpassword.Yourscoreswillbeautomaticallycalculated.YoudoNOTneedtosubmitanythinginCanvasForweeksyouarecompletingCanvashomework,seetheAssignmentstabinCanvas.Instructionswillbeprovidedintheassignmentdetails.PleasesubmityourassignmentasaWorddocumentusingtheattachmentstab.SubmityourworkinCanvas.LectureReplies(5pointseach.11total)TherewillbeweeklylecturespostedtoCanvas.Theseweeklylectureswillcoverclassmaterialforthatweek.Theselectureswillvaryinlengthbutwillincludequestionsposedtotheclassabouttheweek’ssubject.Itisyourresponsibilitytowatcheachlectureandprovideawrittenreaction.PostyourlecturerepliesintheDiscussionstabinCanvas.Ifyouseesomethinginaclassmate’spostyouwishtoreplyto,pleasedo.Thiskeepsthediscussiongoing!Thesein-lecturequestionswillbeclearlynotedduringthelectureaswilltheminimumlengthoftheanswer.Notalllectureshaveaquestion.Lengthwillvary!Sincethisisanasynchronousclassitispossibletowatchtheselecturesatanytime,butyouwillfinditeasiertowatchinconjunctionwiththeweeklyreadingsastheywillbuildoneachotherthroughoutthesemester.Thesereactionpostsaredueby11pmESTThursdayoftheassignedweek.ThereisnorequiredlecturereplyforWeek12Rubricforgradingthelecturereplyposts:5points Completeresponseandpostedbefore

weeklydeadline.Reactionmeetswordcountminimumandprovidesstudentreactiontothelecture,notsimplyasummaryofthepresentation.All

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questionsposedduringthelectureareanswered.

4points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumandprovidesstudentreactiontothelecture,notsimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

3points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumanddoesnotprovidestudentreactiontothelecture,butissimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

2points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumanddoesnotprovidestudentreactiontothelecture,butissimplyasummaryofthepresentation.Questionsposedduringthelecturearenotanswered.

0points Noreactionpostmade.HootSuiteUniversityAspartoftheclass,youareenrolledinHootSuiteUniversityatnocosttoyou.YouwillcompleteweeklymodulesinHU,whichwill,uponyoursuccessfulcompletionofthemodules,resultinaHootSuitecertification.Duringthefirstweekofclass,youwillreceiveanemailatyourUFL.EDUemailaddresswithaccessinformationforregistrationanddirectionsforsettingupyourHUaccount.YoumustuseyourUFL.eduemailaddressforthisassignment.IfyoualreadyhaveaHootsuiteaccount,youcannotuseit.PleasesendProf.HughesanemailconfirmingyouhavesetyourHUaccountup.HootSuiteUworkcanbecompletedatyourdiscretion,butmustbefinishedbytheendofWeek11.HootSuiteUwillprovideaparallellearningexperiencetoourclass,givingyouaviewofSocialMediaMarketingandbrandimpactfromaleadingproviderofsocialmediaservices.BythecompletionofHootSuiteUcourse,youwillbeableto:

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• Understandsocialmediafundamentals• Understandbasicsocialmediaetiquette• Createasocialmediastrategy• Publishsocialmediaupdatesandengagewithacommunity• Applysocialmediabestpracticestoenhancetheirpersonalbrand• Drivetraffictotheirblogusingsocialmedia• Createacontentmarketingcalendar• Understandsocialmediaadvertising• ManagesocialmediausingtheHootSuitedashboard• MeasuresitetrafficusingGoogleAnalytics• Createandfollowasocialmediapolicy

IMPORTANT—uponcompletionofthelastmoduleyouwillreceiveaHootSuiteUcertification.PleaseforwardyouremailedCertificatetoProf.Hughesatrjhughes@jou.ufl.eduby11pmESTSundayofWeek11toreceiveyourcreditforthisareaofourcourse.Discussions(10pointseach.11total)Discussionisanintegralpartofouronlinecourse.Youwillbeexpectedtoreadtheassignedchapter(s)andaccompanyingreadingsaswellaswatchingassignedvideos(allsharedinthesyllabusundereachweek’ssection)andactivelyparticipateinweeklydiscussionsthroughtheCanvase-learningsite.(Underthe“Discussions”tab.)Youwillbeexpectedtodemonstratethatyouarethinkingaboutthetopicathandbyaskingquestions,offeringyourownopinionsandsharejustificationsforthoseopinions,participatinginclassdebate,postingcommentsandquestionstothee-learningsiteandkeepingyoureyesandearsopenforcurrenteventsthatmayrelatetoclassdiscussions.Pleaseberespectfulofthecontributionsofothersandhelpcreateaclassenvironmentthatiswelcomingandinclusive.Foreachweekofthesemester(exceptforWeek12)youwillneedtoprovideathoughtfulanalysisofatopicorquestionlistedlaterinthesyllabusintheWeeklyAssigmentssection.Eachweekyouwillalsopostresponsestoatleastoneofyourclassmate’sinitialposts.Theseassignmentsarelocatedinthe

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DiscussionstabinsidetheCanvasshell.Yourinitialpostshouldaverage250words;theinitialreplyshouldaverage200words.YourinitialresponsepostsaredueonThursdayby11pmEST,andyourcomments/discussionresponsesonSaturdayby11pmEST.Youshouldcompletethereadingsbeforeyouwriteyourinitialpost.Latesubmissionswillbepenalized.Youwillbeexpectedtousereferencesinyourinitialposts(andinyourresponses)andtocreateameaningfuldiscussionwithyourclassmates.Pleasefollowthesameguidelineswhenwritingdiscussionpoststhroughouttheentiresemester.Pleasekeeptheseguidelinesinmindasyoucreatetheseposts:1)Yourwritingshouldbethoughtful,reflective,andfocused.Youshouldalsoattempttobepersuasive,bywhichImeanyoushouldtrytoconvinceothers,especiallyotherswhodisagreewithyou,thatyouhaveavalidandcredibleperspective.Youmayfindthefollowingpiecehelpfulasaguide:http://opinionator.blogs.nytimes.com/2013/04/25/the-shadow-lobbyist/2)Yourinitialdiscussionpostsshouldaverage250words.Youarestronglyencouragedtodocumentanyfactsyoubringtobearinmakingyourarguments.Ingeneral,whenyouprovidefactualinformation,itshouldbereferenced.Besuretouseonlyyourownideasandwriting.Ifyouareunsureaboutwhatplagiarismis,readthis:http://web.uflib.ufl.edu/msl/07b/studentplagiarism.htmlIgnoranceofplagiarismwillnotexcuseagradeofzeroonanyassignmentwhereitisfound.3)Yourinitialreplyshouldaverage200words.Personalattacksordisrespecttowardsothersisinappropriateandwillcostyoupointsontheassignment.Yourgoalshouldbetohelptheauthorofthepostyouarecommentingonseeanotherperspective.Hereisanexampleofaresponsetothepostinthelinkinpoint1thatdoesagoodjobofaccomplishingthis:TheaverageAmerican,thankstoasubstantialeducationalandsocialdeficit,simplydoesn'tunderstandpoliticsorpublicpolicy.Theinterestingquestion,then,ishowdoesthepoliticalclassgoverninthenameofThePeoplewhenThePeoplearemissinginaction?Formanydecades,thepoliticalclassmaintainedtheself-delusionofrunningademocracybycreatingtheirownechochamber--issuesandideaswouldechoamongelitesinD.C.orother

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capitalsofthecountryuntilenoughsteamwouldbuildupbehindapolicythatitseemedliketherewasaconsensusontheissue.Asamemberofthepoliticalelite,ifyouheardthesamestoryfrommultiplequarters,youcouldperhapsconvinceyourselfthatwhatyouwerehearingreflectedthetrueinterestsofthepublic,evenifthatpublicwasrarelyinvolvedinsuchsurgesofeliteopinion.Itwasperhapsinevitablethatasthetechnologyandcapacitytomicro-targetsmallportionsoftherealpublichaveadvancedthatpoliticallobbyistswouldeventuallyrealizethattheycouldinsertthemselvesintothepoliticaleliteechochamberbymanufacturingaground-swellof'publicopinion'bywhippingupopinionsonparticularpoliciesbyenlistingsomeideologicalorignorantfractionofthepublic.Therealquestioniswhetherthepoliticalclasswilleventuallytireoftheabsurdityofthissituationandactuallyenlistthepublicinmeaningfuldeliberationofissues,thoughthiswouldmeanalossofcontrol.Hereisanother:BackonJuly12,2002,duringaBillMoyers"Now"interview(transcripthere:http://www.pbs.org/now/transcript/transcript_lewis.html)withChuckLewisoftheCenterforPublicIntegrity,Iheardthatin1968therewereamere62registeredlobbyistsinD.C.-butthatthisfigurehadrisento20,000bythedateofthatprogram.Threeyearslater,therewasaJune22,2005WashingtonEssayarticle,"TheRoadToRichesIsCalledKStreet"(stillpostedonlineandeasilyfoundwithasearchofthatheadline),whichtoldhow:"ThenumberofregisteredlobbyistsinWashingtonhasmorethandoubledsince2000tomorethan34,750,"thathiringwasbooming,andthatfeesandretainershadrisensubstantially.YetaRossDouthatcolumnfromSeptember22,2012,"WashingtonVersusAmerica"-anintriguingcommentarywhichnotedthatin2011,sevenofthetenmostaffluentcountiesintheU.S.wereintheD.C.area,statedthat:"ForMittRomneyandtheRepublicanParty,what’shappenedinWashingtontheselast10yearsshouldbeanaturalpartofthecaseagainstObamanomics"-seeminglyimplyingthatasurgeininfluence-buyinginD.C.wasthefaultofthepresident,andnottheWashingtonEssay-notedboomoftheBushyears.4)Rubricforyourweeklydiscussionpostandresponses—Note:alllateworkispenalized. Excellent Good Fair Poor 10-9 8-7 6-5 4-0

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Thoughtfulness(25%)

Postrepresentsoutstandingthinkingandlogicalreasoning.Thepresentationisopinionatedbutbalancedandfairtoopposingideas.

Postrepresentsgoodthinkingandlogicalreasoning.Thepresentationisopinionatedwithmentionofopposingsides.

Postshowssomeweaknessinthinkingandlogicalreasoning.Itlacksaninformedperspectiveand/orignoresopposingsides.

Missingsignificantsectionsorinformation.

Documentation(25%)

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Manysourceswereconsultedandeasysources(likeWikipedia)areusedsparingly.

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Adequatesourceswereconsultedandeasysources(Wikipedia)areusedsparingly.

Mostfactsinthepostaredocumentedbutfewsourcesareused.

Unclearwherefactshavecomefromorfactsorfewsourcesconsulted.

Coherent,clear,persuasive(25%)

Writingisclear,compelling,organized,powerfulandgrammaticallycorrect.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems

Writingqualityispoor,difficulttoread.

Responsestotheessaysofother(25%)

Responsesareengaging,challengethepeerpostwithoutdemeaningit.Responsesshowkeyareasinwhichtheoriginalisflawed,

Responsesarerespectfulinchallengingthepeer’spost.Keyareasofdisagreementareidentified.

Responseisopinionatedbutsomewhatlackinginrespect.Responsefailstoclarifythepointofdifferenceor

Responseisopinionatedbutignoresthestrengthsorweaknessesoftheoriginalpost.

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limitedorshortsighted.

thelimitsoftheoriginalpost.

SocialMediaBrandPlan(100points)Yoursemester-longprojectistodevelopasocialmarketingandbrandingplanforabrandofferedbypubliclytradedfirm.YoushouldproposethecompanythatyouwillstudytoProfessorHughesbyThursdayat11pmESTduringWeek6oftheclass.Pleasedosoviaemailtorjhughes@jou.ufl.eduInproposingabrand,besuretoindicateyourrationaleforit’schoice.Youshouldalsobesurethereissufficientpublicinformationavailableonthecompanytodeveloptheplan.Youhavethesemestertodevelopandwritetheplan.Foryouranalysis,usetheoutlinefromtheSocialMediaMarketingtext.Theminimumwordcountforthisplanis2500words.RUBRICFORGRADINGTHESOCIALMEDIABRANDMARKETINGPLAN Excellent Good Fair Poor No

Credit 100-90

(total)

89-80 79-70 <70 0

Completeness(25%)

Planhasmaterialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

Planhasmaterialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

Planhassomesectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

Missingsignificantsectionsorinformation.

Quality(25%)

Informationisofoutstandingquality(recent,useful,relevant).

Informationisofgoodquality(recent,useful,relevant).

Informationisofadequatequality(somewhatdated,occasionallynotusefulorrelevant).

Informationisofpoorquality(dated,notusefulorrelevant).

Coherent,clear,persuasive

Writingisclear,compelling

Writingisstraightforward,understandable

Writinghassignificantproblems.

Writingqualityispoor,

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(25%) andwithnospellingorgrammarerrors.

andavoidsmostgrammarorspellingerrors.

difficulttoread.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheplan.

AssignmentNotes

• Forweek6youshouldsubmityourpubliclytradedcompanythatwillserveasthefocusofthesocialmediaplan.PleasenotifyProfessorHughesofyourselectionby11pmESTThursdayofWeek6.

• TheHootSuiteUcertificateisdueby11pmESTSundayofWeek11.

• TheSocialMediaPlanwillbedueby11pmESTSaturdayofWeek12.

• Allassignmentsshouldbepostedtotheappropriateweekunderthe

AssignmentstabintheCanvasshell.PolicyonLateWorkAllworkisdueonorbeforetheduedate.Extensionsfordeadlineswillonlybegivenonacasebycasebasisforextremecircumstances(i.e.familyemergencies,majorillness,etc).Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Studentsareresponsibletoimplementefficienttimemanagementoftheirschoolworkinrelationshiptotheirhomeandworklife.Unlessotherwiseexcused,thepenaltiesforlateworkareasfollows:

• Upto24hourspastduedate-10%offofgradedassignment• Upto48hourspastduedate-20%offofgradedassignment• Morethan48hours-notaccepted

AproblemuploadingtoCanvasisnotanexcuse.IfyouarehavingtechnicaldifficultieswithCanvas,pleaseemailyourassignmentdirectlytomyufl.eduemailwithintheassignmenttimeframe,andposttoCanvasshellassoonastheproblemisresolved.

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Grading

Gradingparametersfortheclassprojectsareprovidedintheformofrubrics.Yourcoursegradewillbeevaluatedaccordingtothisdistribution:

Weeks1–12LectureReplies(5ptsx10) 50pointsDiscussionassignments(10ptsx11) 110pointsConnect/Canvashomework(5ptsx12) 60pointsHootSuiteUcompletion 40pointsSocialMediaBrandPlan 100pointsTOTAL 360points100%AndgradeswillbedeterminedasfollowsA 332-360points 93-100%A- 324-331points 90-92%B+ 313-323points 87-89%B 299-312points 83-86%B- 288-298points 80-82%C+ 277-287points 77-79%C- 252-262points 70-72%D+ 241-251points 67-69%D 216-240points 60-66%E 0-215points0-54%GradingpolicyGeneralUniversitypoliciesregardinggradescanbefoundathttps://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspxUniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.

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StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:

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• CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx

352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheSummer1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:

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"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.

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WeeklyCourseWorkandSchedule__________________________________________________________________________________________________WEEKONE—May9-15,2016Courseintroductionandunderstandinghowsocialmediaistransformingmarketing.

ReadingsCh.1EssentialsofMarketingCh.1SocialMediaMarketingDiscussionTopicReadTheDifferencesBetweenTraditionalCRMandSocialCRMlocatedhere:http://oursocialtimes.com/traditional-crm-vs-social-crm-infographic/ThearticleandinfographicraisesanumberofdifferencesbetweentraditionalmarketingandSocialMediamarketing.Choosetwoofthesedifferencesandexplainhowthesedifferencescouldimpactabrand.Then,pleasecommentontheresponsesofatleasttwoclassmates.Inexpressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.Read,watchlecture,completeConnecthomework:Thursdayby11PMET.(NOTE:inallfollowingweeks,homeworkwillbedueeachTuesdayby11pmEST.)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.EnrollinHootSuiteUandsendconfirmationofregistrationtoProf.Hughesatrjhughes@jou.ufl.edubySundayat11pmEST._________________________________________________________________WEEKTWO:May16-22,2016DevelopingtheStrategicMarketingPlanFocuson

• Elementsoftheplan• IntegratedMarketingCommunications(IMC)• 4p’sofMarketing(the5thPiscominginWeek4!)

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ReadingsCh’s.2and3EssentialsofMarketingCh.2SocialMediaMarketingDiscussionTopicReadandwatchtheChick-Fil-A“EatMorChikin”videocasestudyonpage529ofthetext.Thenreadthisarticle:http://www.nytimes.com/2012/07/26/us/gay-rights-uproar-over-chick-fil-a-widens.html?_r=0Pleasebrieflyanswerthecasestudyquestions1and2(youmayusebulletpoints).ForQ#3,pleasedescribeifthechain’sstanceonclosingonSundayisacompetitiveadvantageandhowthatcanimpactthebrandpositivelyornegatively.Toconclude,asamarketer/communicator,explaintherolesocialmediaplayedinthiseventandrespondtohowthecompany’sstanceongayrightsimpactsthebrand.Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.(Note:remembertoanswerthehomeworkquestionsforbothchapter’s2AND3ontheConnectsite.Theyareondifferentlines.)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.HootsuiteUistobecompletedatyourownpace,butmustbecompletedbytheendofWeek11.Suggestedvideoviewing:YouTubevideoseriesonPreparingaSWOTanalysislocatedhere:http://www.youtube.com/playlist?list=PL47BE70B1D55EC509

WEEKTHREE:May23-29,2016SocialMediaEssentialsFocuson

• HistoryofSocialMedia• GrowthofSocialMedia• Channels• SocialMedia’sImpactonStrategicMarketingPlan

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ReadingsCh.’s4–5-6SocialMediaMarketingDiscussiontopicGoogleandFacebookprovidemanyfreeservicesinexchangeforcustomersprovidingpersonaldata.Thishasproventobeacontroversialtopicforboth,Facebookinparticular.Readthesearticles:http://www.forbes.com/sites/markrogowsky/2013/10/12/a-guide-to-fixing-the-latest-privacy-attacks-from-facebook-and-google/http://www.idcloak.com/learning-center/facebook-privacy-issues-who-looks-at-my-facebook-data/a338.htmlConsideringFacebook,explainhowprivacyissuesthatarisefromthatcompany’suseofconsumerdataimpactsthebrand.Findanotherexampleonthewebofacompanywhohashadprivacyissuesthatcouldimpactthebrand(eitherpositivelyornegatively)andexplainwhattheimpactwasandwhy.Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.WEEKFOUR:May30-June5,2016DevelopingtheSocialMediaMarketingPlanFocuson

• The4ZonesofSocialMedia• The5thP“Participation”• The4PhasesofSocialMedia

ReadingsCh.’s7-8SocialMediaMarketingWatch“BuildingaBrandThroughSocialMedia”locatedhere:http://www.youtube.com/watch?v=oS8RTgFiGzoDiscussiontopic

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Read“BuildingBrandsWithoutMassMedia”fromthe1997(!)HarvardBusinessReviewlocatedhere:https://hbr.org/1997/01/building-brands-without-mass-mediaChooseoneofthebrandsprofiledinthisstudy.Usingtheweb,howdoesthatbrandusesocialmediatoday?Whatsocialmediachannelsdotheyuse?Howwouldyou,asabrandmanagerforthatproduct,usesocialmediaintoday’sworldtomeetthemarketingobjectivesforthatbrand?Howwouldyourplandifferfromtheplandescribedforthebranddescribedinthearticleandwhatdoyouthinktheimpactwouldbetoday?Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.SuggestedReading:http://www.clickz.com/clickz/column/2323003/7-things-to-include-in-your-brand-s-social-media-strategyhttp://searchenginewatch.com/article/2326957/5-Social-Media-Profile-Optimization-Tips-for-Brandshttp://www.entrepreneur.com/article/230022______________________________________________________________________________WEEKFIVE:June6-12,2016WhatisaBrand?Focuson

• WhyitaBrandimportant?• Brandconcepts• Brandelements• Brandawareness

ReadingsCh.8EssentialsofMarketing

pg.19

DiscussiontopicReadthisarticleonBrandArchitecturelocatedhere:http://www.brandingstrategyinsider.com/2014/01/brand-architecture-strategy-guide.html-.Uv0X7UJdVtkTheauthorexplainshowanorganizationcouldfindthatthenumberofbrandsandnamedproductstheyaremanaginghasgrownoutofcontrol.Howcouldsocialmediaaidinmanagingthevariousbrands?Inyourdiscussion,pleasebespecificastowhichSocialMediachannelsyouwouldrecommendforsolvingthisproblem.Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.______________________________________________________________WEEKSIX:June13-19,2016TheroleofBrandinginSocialMediaFocuson

• ThenewrulesofbrandingintheAgeofSocialMedia• ImpactonBrandcommunications

ReadingsHowBrandsareTacklingSocialIssueswithSocialMedia(video)http://mashable.com/2012/03/08/brands-social-issues-social-media/DiscussiontopicReadthisarticleonCocaColaandContentMarketinglocatedhere:http://sparksheet.com/should-coca-cola-quit-its-content-marketing-journey/?utm_content=buffer8c193&utm_medium=Social&utm_source=buffer&utm_campaign=bufferTheauthorofthearticlestates“…thisstatementthatgoestotheheartofmyreasoningthattheseefforts(i.e.socialmedia)producelittleinthewayofajustifiablereturn.”Refutetheauthor’sstatement.

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Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.BrandselectedforSocialMediaPlantobepostedinCanvasbySaturdayat11pmEST.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET__________________________________________________________________________WEEKSEVEN—June20-26,2016TheAudienceFocuson

• Thepowerofdata• Understandingmarketsegmentation

ReadingsCh.3:SocialMediaMarketingCh’s4and5:EssentialsofMarketingModernSocialMediaIssuesandEstablishingaBrandVoicehttp://www.forbes.com/sites/onmarketing/2012/10/05/modern-social-media-issues-and-establishing-a-brand-voice/EffectsofSocialMediaonCommunicationhttp://socialmediatoday.com/karenn1617/1745751/effects-social-media-how-we-speak-and-writeHowSocialMediaisChangingtheWorldhttp://socialmediaslant.com/social-media-infographic/UserdemographicsforpopularSocialMediachannelsPewonSocialDemographicsDiscussionTopicRead“SocialMediaandSociety:theGood,theBad,andtheUgly”locatedat:http://www.seochat.com/c/a/social/social-media-and-society-the-good-the-bad-and-the-ugly/

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Ofthethreepointsraisedbytheauthor,which,asamarketer/communicator,doyoutendtoagreewith?Explainwhy.Issocialmediagood,bad,oruglyintoday’ssociety?Explainyourreasoningforyouranswer.Whatimpactwouldthathaveonabrand?Forthisexamination,useMcDonald’sasyourbrandunderconsideration.Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.(Note:remembertoanswerthehomeworkquestionsforbothchapter’s4AND5ontheConnectsite.Theyareondifferentlines.)Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET_______________________________________________________________________WEEKEIGHT—June22-July2,2016AligningSocialMediawithMarketing/OrganizationGoalsFocuson

• MythsofSocialMediaMarketingandBrandingReadings

• Ch.9SocialMediaMarketing• http://www.inc.com/michael-mothner/6-myths-about-social-media-

marketing.html• http://exceleratemedia.com/blog/6-common-social-media-myths/

DiscussiontopicBainandCompanyhaswrittenawhitepaperonputtingSocialMediatoworklocatedhere:http://www.bain.com/publications/articles/putting-social-media-to-work.aspxInthisBainstudy,theauthorssharefivekeyprinciplesindevelopingasuccessfulsocialmediabusinessapproach.ChosetwoofthoseprinciplesandshareanexampleofhowStarbucksCoffeehasmadeuseofthemintheirbrandingefforts.Inyourdiscussion,pleaseaddresswhoStarbucksistargetingwiththeeffort,thechannels(siteslikeFacebookorTwitter),andwhyyouthinkthatchannelwaschosen.Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.

pg.22

Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET----------------------------------------------------------------------WEEKNINE—July4-12,2016SocialMediaandBrandYOUFocuson

• TheImportanceofBrandYouinaDigitalWorldReadingsTheTomPetersarticlethatstartedBrandYouin1997locatedhere:http://www.fastcompany.com/28905/brand-called-youhttp://www.youtube.com/watch?v=qeHtvuTcy70TedTalk;BuildingaPersonalBrandhttp://bit.ly/1bJq9a5PersonalBrandManagementintheSocialNetworkingAgehttp://www.wsj.com/articles/ignoring-linkedin-is-hurting-your-career-1460482905IgnoringLinkedinisHurtingYourCareerDiscussiontopicReadForbesarticleonBrandYoulocatedhere:http://www.forbes.com/sites/glennllopis/2013/04/08/personal-branding-is-a-leadership-requirement-not-a-self-promotion-campaign/Discusswhetherornotyouagreewiththepremiseofthearticle:“PersonalBrandingisaLeadershipRequirement,notselfpromotion.”Explainwhyyoufeelasyoudo.WhatchannelsshouldoneuseinbuildingastrongonlineBrandYou?WhattypeofinformationshouldbesharedonthosechannelstobuildanonlineBrandYou?Read,watchlecture,completeCanvashomework(undertheAssignmentstab):byTuesday11PMET.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET

pg.23

WEEKTEN:July11-17,2016MeasuringtheImpactofSocialMediaFocuson

• ROIandotherSocialMediaOutcomes

ReadingCh.10SocialMediaMarketingArticles:PleaseseetheCanvasWeek10pagefortwoOraclePDF’sonSocialMediaROIhttp://adage.com/article/digital/manage-brand-s-social-life/234309/DiscussiontopicYouaretheBrandManagerforCokeZero.YourVicePresidentdoesnotbelievethatyoucanprovideanROIforthesocialmediaspendinglevelyouarebudgetingforCokeZero.ShewouldpreferyoureallocatefundsputtingmoreinTVadvertising.Pleaseprepareamemotoherrefutingherbelief.Pleaseincludereferencescitedasanappendixforyourmemo.Read,watchlecture,completeCanvashomeworkon(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKELEVEN—July18-24,2016SocialMedia,BrandingandtheConsumerFocuson

• Theconsumerisincontrol• CustomerservicewithSocialMediaandtheimpactontheBrand

pg.24

Readings

• Social Media Marketing: Chapter 9

5WaysSocialMediaisImpactingCustomerServiceWhatcustomersexpectfrombrandsonsocialmediaSocialMediaCustomerServiceStatsDiscussiontopicOnpage287oftheSocialMediaMarketingtextfindExerciseNumber2andcompletetheinstructionsshown.PleaseincludetheURL’sforthefiveYouTubevideosyouusedinyourContentAnalysis.Toaidyou,readthesearticles:http://www.socialmediaexaminer.com/social-media-audit/http://www.youtube.com/watch?v=HUKPf00Z1MsRead,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETHootsuiteUmustbecompletedbytheendofthisweek.PleaseemailyourcertificatetoBobbySundaynightat11pmEST._______________________________________________________________________WEEKTWELVE—July25-31,2016TheFutureofBrandingandSocialMediaFocusonWhatsocialmediameanstobrandinginthefuture.Readinghttp://www.brandwatch.com/2013/11/the-future-of-social/http://www.thedrum.com/news/2015/12/07/what-future-social-media-means-brand-strategies-vice-bbc-and-salesforce

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Thereisnohomeworkordiscussiontopicthisweek.PleasepostyourSocialMediaMarketingPlantotheAssignmentstabasanattachmentbySaturdayat11pmESTthisweek.Ifyouhavechosentocreateyourplanasawebsite(usingWordpressoranotherplatform),pleasesubmittheurlneededtoaccessthesite.