pg.1

BrandingandSocialMediaMarketingUniversityofFloridaCOURSEINFORMATIONMMC6728Credits03MeetingTime: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:

UnderstandthelandscapeofsocialmediainwhichmarketersoperateBeabletousethemostinfluentialtoolsinsocialmediamarketingandbrandingDevelopbrandstrategiesforsocialmediamarketingandcommunicatethosestrategiesAuditthecompetitivescopeofsocialmediaactivitiesforabrandAssesstheeffectivenessofsocialmediamarketingstrategies.

COURSEDESIGNLectures:Notethattherearenolivelecturesforthiscourse.Youwillviewrecordedmaterialsthathelpyoutounderstandkeyconceptsandassignments.Thesearereinforcedinanonlinehomeworksystemandinwrittensubmissions.

pg.2

However,IreservetherighttoprovideyoueitherrecordedclassupdatesorliveupdatesessionsthatwillbescheduledasneededduringtheSummersemester.Thesewillbeabout½hourinlengthandwillberecordedforlaterviewingifyoucannotattendthesession.REQUIREMENTSYouwillneedanInternetconnectiontoaccessyourtext,viewthelectures,andcompleteassignmentsREQUIREDTEXTBOOKS

EssentialsofMarketing13thedition,byPerraultandCannon.BesuretopurchasetheConnectversiontogetaccesstothehomeworksystem.Thetextisavailableat

EssentialsofMarketingConnectSystem

CONNECTwillgiveyouboththehomeworksystemandthee-book.

SocialMediaMarketingbyTutenandSolomon.Thetextisavailableat:

SocialMediaMarketing2ndE

PLEASEBESURETOORDER/PURCHASETHECORRECTEDITIONOFEACHOFTHETWOTEXTBOOKS.FORTHEESSENTIALSOFMARKETING,ITISTHE13THEDITION.FORTHESOCIALMEDIAMARKETINGTEXT,ITISTHE2ndEDITION.

AssignmentsSummaryYouwillhaveregularassignmentsasapartofyourfinalgrade.

Eachweekyouwillreadtheassignedmaterials,viewonlinelecturesandansweringaquestionortwothatareposedintherecordedlectureundertheDiscussionstabinCanvas,anddiscussacriticalissuethatispostedundereachweeklysectionofthesyllabus.YouwillpostyourinitialreplyintheDiscussionstabANDreplytoatleastoneclassmatespost.Additionally,youwillenrollinHootSuiteUniversitytogainknowledgeandexperienceusingvarioussocialmediachannels.YouwillreceiveaHootsuiteUCertificationuponsuccessfulcompletionofthisareaofourcourse.

YouwillprepareaSocialMediaMarketingandBrandingPlanforapublicallytradedcompany/brandyouselectasasemesterlongfinalproject.PleasepostyourchosencompanyforapprovalfromProf.HughesbySaturdayofWeek6at11pmESTandsubmityourplantohimbySaturdayofWeek12at11pmESTasaWorddocumentattachmentthroughtheCanvasshellunderthe“Assignments”tab.Ifyouwouldprefertosubmitthisplanasawebsite(usingWordpressorsimilarplatform,insteadofasaWorddocument)thatisfineaswell.

pg.3

ConnectandCanvasHomework(5pointseach.11total)Eachweek(exceptweek12)youwillcompleteahomeworkassignmenteitherinConnectorinCanvas.SeeWeeklyCourseWorkandScheduleinthissyllabusformoredetails.

ForweeksthatyouarecompletingConnecthomework,goto:http://connect.mheducation.com/andloginwithyourusernameandpassword.Yourscoreswillbeautomaticallycalculated.YoudoNOTneedtosubmitanythinginCanvas

ForweeksyouarecompletingCanvashomework,seetheAssignmentstabinCanvas.Instructionswillbeprovidedintheassignmentdetails.PleasesubmityourassignmentasaWorddocumentusingtheattachmentstab.SubmityourworkinCanvas.

LectureReplies(5pointseach.10total)TherewillbeweeklylecturespostedtoCanvas.Theseweeklylectureswillcoverclassmaterialforthatweek.Theselectureswillvaryinlengthbutwillincludequestionsposedtotheclassabouttheweek’ssubject.Itisyourresponsibilitytowatcheachlectureandprovideawrittenreaction.PostyourlecturerepliesintheDiscussionstabinCanvas.Ifyouseesomethinginaclassmate’spostyouwishtoreplyto,pleasedo.Thiskeepsthediscussiongoing!

Thesein-lecturequestionswillbeclearlynotedduringthelectureaswilltheminimumlengthoftheanswer.Notalllectureshaveaquestion.Lengthwillvary!

Sincethisisanasynchronousclassitispossibletowatchtheselecturesatanytime,butyouwillfinditeasiertowatchinconjunctionwiththeweeklyreadingsastheywillbuildoneachotherthroughoutthesemester.Thesereactionpostsaredueby11pmESTThursdayoftheassignedweek.

ThereisnorequiredlecturereplyforWeek12

Rubricforgradingthelecturereplyposts:5points Completeresponseandposted

beforeweeklydeadline.Reactionmeetswordcountminimumandprovidesstudentreactiontothelecture,notsimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

pg.4

4points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumandprovidesstudentreactiontothelecture,notsimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

3points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumanddoesnotprovidestudentreactiontothelecture,butissimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

2points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumanddoesnotprovidestudentreactiontothelecture,butissimplyasummaryofthepresentation.Questionsposedduringthelecturearenotanswered.

0points Noreactionpostmade.

HootSuiteAcademy-HootsuitePlatformCertificationAspartoftheclass,youareenrolledinHootSuiteUniversityatnocosttoyou.YouwillcompleteseveralmodulesinHA,whichwill,uponyoursuccessfulcompletionofthemodules,resultinaHootsuitePlatformCertification.Duringthefirstweekofclass,youwillreceiveanemailatyourUFL.EDUemailaddresswithaccessinformationforregistrationanddirectionsforsettingupyourHAaccount.

YoumustuseyourUFL.eduemailaddressforthisassignment.IfyoualreadyhaveaHootsuiteaccount,youcannotuseit.

PleasesendProf.HughesanemailconfirmingyouhavesetyourHAaccountup.HootSuiteUworkcanbecompletedatyourdiscretion,butmustbefinishedbytheendofWeek11.

HootSuiteUwillprovideaparallellearningexperiencetoourclass,givingyouaviewofSocialMediaMarketingandbrandimpactfromaleadingproviderofsocialmediaservices.

BythecompletionofHootSuiteUcourse,youwillbeableto:

pg.5

Understandsocialmediafundamentals

Understandbasicsocialmediaetiquette

Createasocialmediastrategy

Publishsocialmediaupdatesandengagewithacommunity

Applysocialmediabestpracticestoenhancetheirpersonalbrand

Drivetraffictotheirblogusingsocialmedia

Createacontentmarketingcalendar

Understandsocialmediaadvertising

ManagesocialmediausingtheHootSuitedashboard

MeasuresitetrafficusingGoogleAnalytics

Createandfollowasocialmediapolicy

IMPORTANT—uponcompletionofthelastmoduleyouwillreceiveaHootSuiteAcademynoticeofcertification.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.TheseassignmentsarelocatedintheDiscussionstabinside

pg.6

theCanvasshell.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.orothercapitalsofthecountryuntilenoughsteamwouldbuildupbehindapolicythatitseemedliketherewasaconsensusontheissue.Asamemberofthepoliticalelite,ifyouheardthesamestoryfrommultiplequarters,you

pg.7

couldperhapsconvinceyourselfthatwhatyouwerehearingreflectedthetrueinterestsofthepublic,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 4-0Thoughtfulness(25%)

Postrepresentsoutstandingthinkingandlogicalreasoning.The

Postrepresentsgoodthinkingandlogicalreasoning.Thepresentationis

Postshowssomeweaknessinthinkingand

Missingsignificantsectionsorinformation.

pg.8

presentationisopinionatedbutbalancedandfairtoopposingideas.

opinionatedwithmentionofopposingsides.

logicalreasoning.Itlacksaninformedperspectiveand/orignoresopposingsides.

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,limitedorshortsighted.

Responsesarerespectfulinchallengingthepeer’spost.Keyareasofdisagreementareidentified.

Responseisopinionatedbutsomewhatlackinginrespect.Responsefailstoclarifythepointofdifferenceorthelimitsoftheoriginalpost.

Responseisopinionatedbutignoresthestrengthsorweaknessesoftheoriginalpost.

SocialMediaBrandPlan(100points)Yoursemester-longprojectistodevelopasocialmarketingandbrandingplanforabrandofferedbypubliclytradedfirm.YoushouldproposethecompanythatyouwillstudytoProfessorHughesbyThursdayat11pmESTduringWeek6oftheclass.Pleasedosoviaemailtorjhughes@jou.ufl.eduInproposingabrand,besuretoindicateyourrationaleforit’schoice.Youshouldalsobesurethereissufficientpublicinformationavailableonthecompanytodeveloptheplan.

pg.9

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(25%)

Writingisclear,compellingandwithnospellingorgrammarerrors.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheplan.

pg.10

AssignmentNotesForweek6youshouldsubmityourpubliclytradedcompanythatwillserveasthefocusofthesocialmediaplan.PleasenotifyProfessorHughesofyourselectionby11pmESTThursdayofWeek6.TheHootSuiteUcertificateisdueby11pmESTSundayofWeek11.TheSocialMediaPlanwillbedueby11pmESTSaturdayofWeek12.AllassignmentsshouldbepostedtotheappropriateweekundertheAssignmentstabintheCanvasshell.PolicyonLateWork

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

Upto24hourspastduedate-10%offofgradedassignmentUpto48hourspastduedate-20%offofgradedassignmentMorethan48hours-notaccepted

AproblemuploadingtoCanvasisnotanexcuse.IfyouarehavingtechnicaldifficultieswithCanvas,pleaseemailyourassignmentdirectlytomyufl.eduemailwithintheassignmenttimeframe,andposttoCanvasshellassoonastheproblemisresolved.

Grading

Grading parameters for the class projects are provided in the formof rubrics.Yourcoursegradewillbeevaluatedaccordingtothisdistribution:

Weeks1–12LectureReplies(5ptsx10) 50pointsDiscussionassignments(10ptsx11) 110pointsConnect/Canvashomework(5ptsx12) 60pointsHootSuiteUcompletion 40pointsSocialMediaBrandPlan 100pointsTOTAL 360points100%

pg.11

AndgradeswillbedeterminedasfollowsA 333-360points 93-100%A- 323-332points 90-92%B+ 315-322points 87-89%B 297-314points 83-86%B- 287-296points 80-82%C+ 276-286points 77-79%C 261-275points 73-76%C- 251-260points 70-72%D+ 240-250points 67-69%D- 215-224points 60-62%E 0-214points 0-59%Note--Whenthegradefallsata.5,Iwillcarrythegradetothenextdecimalpointforroundingpurposes.GradingpolicyGeneralUniversitypoliciesregardinggradescanbefoundathttps://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspxUniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:

pg.12

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:CounselingandWellnessresourceshttp://www.counseling.ufl.edu/cwc/Default.aspx352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.edu

pg.13

Evaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,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:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsof

pg.14

others.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.WeeklyCourseWorkandSchedule__________________________________________________________________________________________________WEEKONE—Aug22-28,2016

Courseintroductionandunderstandinghowsocialmediaistransformingmarketing.

ReadingsCh.1EssentialsofMarketingCh.1SocialMediaMarketingDiscussionTopicReadTheDifferencesBetweenTraditionalCRMandSocialCRMlocatedhere:http://oursocialtimes.com/traditional-crm-vs-social-crm-infographic/

pg.15

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:Aug29-Sept4,2016DevelopingtheStrategicMarketingPlanFocuson

ElementsoftheplanIntegratedMarketingCommunications(IMC)

4p’sofMarketing(the5thPiscominginWeek4!)

ReadingsCh’s.2and3EssentialsofMarketingCh.2SocialMediaMarketing

DiscussionTopicReadandwatchtheChick-Fil-A“EatMorChikin”videocasestudyonpage529ofthetext.Thenreadthisarticle:http://www.nytimes.com/2012/07/26/us/gay-rights-uproar-over-chick-fil-a-widens.html?_r=0

Severalmorerecentarticlesonthissubjectcanbefoundathttp://www.huffingtonpost.com/news/chick-fil-a-gay-marriage/

Pleasebrieflyanswerthecasestudyquestions1and2(youmayusebulletpoints).ForQ#3,pleasedescribeifthechain’sstanceonclosingonSundayisacompetitiveadvantageandhowthatcanimpactthebrandpositivelyornegatively.Toconclude,asamarketer/communicator,explaintherolesocialmediaplayedinthiseventandrespondtohowthecompany’sstanceongayrightsimpactsthebrand.

pg.16

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:Sept5-11,2016SocialMediaEssentialsFocuson

HistoryofSocialMediaGrowthofSocialMediaChannels

SocialMedia’sImpactonStrategicMarketingPlanReadingsCh.’s4–5-6SocialMediaMarketingDiscussiontopicGoogleandFacebookprovidemanyfreeservicesinexchangeforcustomersprovidingpersonaldata.Thishasproventobeacontroversialtopicforboth,Facebookinparticular.Readthesearticles:ThePriceofFreeTheConvenience-SurveillanceTradeoffhttp://www.idcloak.com/learning-center/facebook-privacy-issues-who-looks-at-my-facebook-data/a338.html

pg.17

ConsideringFacebook,explainhowprivacyissuesthatarisefromthatcompany’suseofconsumerdataimpactsthebrand.Findanotherexampleonthewebofacompanywhohashadprivacyissuesthatcouldimpactthebrand(eitherpositivelyornegatively)andexplainwhattheimpactwasandwhy.Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.

WEEKFOUR:Sept12-18,2016DevelopingtheSocialMediaMarketingPlan

FocusonThe4ZonesofSocialMediaThe5thP“Participation”The4PhasesofSocialMedia

ReadingsCh.’s7-8SocialMediaMarketing

Read:SocialMediaBrandingStrategies

Watch“BuildingaBrandThroughSocialMedia”locatedhere:http://www.youtube.com/watch?v=oS8RTgFiGzo

DiscussiontopicRead“BuildingBrandsWithoutMassMedia”fromthe1997(!)HarvardBusinessReviewlocatedhere:

https://hbr.org/1997/01/building-brands-without-mass-media

Chooseoneofthebrandsprofiledinthisstudy.Usingtheweb,howdoesthatbrandusesocialmediatoday?Whatsocialmediachannelsdotheyuse?Howwouldyou,asabrandmanagerforthatproduct,usesocialmediaintoday’sworldtomeetthemarketingobjectivesforthatbrand?Howwouldyourplandifferfromtheplandescribedforthebranddescribedinthearticleandwhatdoyouthinktheimpactwouldbetoday?

pg.18

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://www.socialmediatoday.com/social-networks/10-strategies-social-media-optimization-and-building-your-brand-social-media

https://www.skyword.com/contentstandard/marketing/10-brands-that-have-perfected-their-social-media-marketing-voice/how______________________________________________________________________________

WEEKFIVE:Sept19-25,2016

WhatisaBrand?Focuson

WhyitaBrandimportant?BrandconceptsBrandelements

BrandawarenessReadingsCh.8EssentialsofMarketingDiscussiontopicReadthisarticleonBrandArchitecturelocatedhere:http://www.brandingstrategyinsider.com/2014/01/brand-architecture-strategy-guide.html-.Uv0X7UJdVtkTheauthorexplainshowanorganizationcouldfindthatthenumberofbrandsandnamedproductstheyaremanaginghasgrownoutofcontrol.Howcouldsocialmediaaidinmanagingthevariousbrands?Inyourdiscussion,pleasebespecificastowhichSocialMediachannelsyouwouldrecommendforsolvingthisproblem.Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.

pg.19

Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.______________________________________________________________WEEKSIX:Sept23-Oct2,2016TheroleofBrandinginSocialMediaFocuson

ThenewrulesofbrandingintheAgeofSocialMediaImpactonBrandcommunicationsReadingsSocialMediaMarketingCh.5TheProblemswithSocialMediaMarketingProtectYourBrandonSocialMediaHowBrandsareTacklingSocialIssueswithSocialMedia(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=buffer

Theauthorofthearticlestates“…thisstatementthatgoestotheheartofmyreasoningthattheseefforts(i.e.socialmedia)producelittleinthewayofajustifiablereturn.”Refutetheauthor’sstatement.

Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.BrandselectedforSocialMediaPlantobepostedinCanvasbySaturdayat11pmEST.Discussionassignmentposted:Thursdayby11PMET.

pg.20

Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET__________________________________________________________________________WEEKSEVEN—Oct3-9,2016

TheAudience

FocusonThepowerofdataUnderstandingmarketsegmentation

ReadingsCh.3:SocialMediaMarketingCh’s4and5:EssentialsofMarketing

BuildYourBrandVoiceonSocialMedia

ResearchandLocateYourAudienceonSocialMediaHowSocialMediaisChangingtheWorld

UserdemographicsforpopularSocialMediachannelsPewonSocialDemographics

DiscussionTopicRead“SocialMediaandSociety:theGood,theBad,andtheUgly”locatedat:http://www.seochat.com/c/a/social/social-media-and-society-the-good-the-bad-and-the-ugly/

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.

pg.21

Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET_______________________________________________________________________WEEKEIGHT—Oct10-16,2016

AligningSocialMediawithMarketing/OrganizationGoals

FocusonMythsofSocialMediaMarketingandBranding

ReadingsCh.9SocialMediaMarketinghttp://www.inc.com/michael-mothner/6-myths-about-social-media-marketing.htmlhttp://online.wsj.com/public/resources/documents/sac_report_11_socialmedia_061114.pdfhttp://www.inc.com/jayson-demers/7-social-media-myths-that-cripple-marketing-campaigns.htmlDiscussiontopicBainandCompanyhaswrittenawhitepaperonputtingSocialMediatoworklocatedhere:http://www.bain.com/publications/articles/putting-social-media-to-work.aspxInthisBainstudy,theauthorssharefivekeyprinciplesindevelopingasuccessfulsocialmediabusinessapproach.ChosetwoofthoseprinciplesandshareanexampleofhowStarbucksCoffeehasmadeuseofthemintheirbrandingefforts.Inyourdiscussion,pleaseaddresswhoStarbucksistargetingwiththeeffort,thechannels(siteslikeFacebookorTwitter),andwhyyouthinkthatchannelwaschosen.Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET----------------------------------------------------------------------WEEKNINE—Oct17-23,2016

pg.22

SocialMediaandBrandYOUFocusonTheImportanceofBrandYouinaDigitalWorldReadingsTheTomPetersarticlethatstartedBrandYouin1997locatedhere:http://www.fastcompany.com/28905/brand-called-you

http://www.youtube.com/watch?v=qeHtvuTcy70TedTalk;BuildingaPersonalBrand

UsingSocialMediatoBuildYourPersonalBrand

TheCompleteGuidetoBuildingYourPersonalBrand

http://www.wsj.com/articles/ignoring-linkedin-is-hurting-your-career-1460482905IgnoringLinkedinisHurtingYourCareer

DiscussiontopicReadForbesarticleonBrandYoulocatedhere: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

WEEKTEN:Oct24-30,2016MeasuringtheImpactofSocialMedia

Focuson

pg.23

ROIandotherSocialMediaOutcomes

ReadingCh.10SocialMediaMarketing

Articles:

PleaseseetheCanvasWeek10pagefortwoOraclePDF’sonSocialMediaROIMeasureSocialMediaROIDelightfullyShortGuidetoSocialMediaROI

http://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:Saturdayby11PMET

WEEKELEVEN—Oct31-Nov6,2016SocialMedia,BrandingandtheConsumer

FocusonTheconsumerisincontrolCustomerservicewithSocialMediaandtheimpactontheBrand

Readings

Social Media Marketing: Chapter 9

5WaysSocialMediaisImpactingCustomerService

pg.24

Whatcustomersexpectfrombrandsonsocialmedia

WhyDoWeFollowBrandsonSocialMedia?

SocialMediaCustomerServiceStats

DiscussiontopicOnpage287oftheSocialMediaMarketingtextfindExerciseNumber2andcompletetheinstructionsshown.PleaseincludetheURL’sforthefiveYouTubevideosyouusedinyourContentAnalysis.

Toaidyou,readthesearticles:

http://www.socialmediaexaminer.com/social-media-audit/

http://www.youtube.com/watch?v=HUKPf00Z1Ms

Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETHootsuiteUmustbecompletedbytheendofthisweek.PleaseemailyourcertificatetoBobbySundaynightat11pmEST._______________________________________________________________________WEEKTWELVE—Nov7-13,2016TheFutureofBrandingandSocialMediaFocusonWhatsocialmediameanstobrandinginthefuture.Readinghttps://www.theguardian.com/best-awards/the-future-of-social-mediahttp://www.thedrum.com/news/2015/12/07/what-future-social-media-means-brand-strategies-vice-bbc-and-salesforcehttp://www.fastcompany.com/3054347/the-future-of-work/5-trends-that-will-change-how-companies-use-social-media-in-2016Thereisnohomeworkordiscussiontopicthisweek.

pg.25

PleasepostyourSocialMediaMarketingPlantotheAssignmentstabasanattachmentbySaturdayat11pmESTthisweek.Ifyouhavechosentocreateyourplanasawebsite(usingWordpressoranotherplatform),pleasesubmittheurlneededtoaccessthesite.