MKTG 4360. Social Media Marketing. 3 Hours.
Students explore the principles and terminology of social media marketing, and its value to organizations and key stakeholders. Students learn about the appropriate use of social media, the criteria to assess its effectiveness, and also learn to develop social media marketing strategies and programs that achieve desired business goals and create meaningful relationships with customers and other stakeholders. Topics may include social media marketing strategy, characteristics of leading social media platforms, social media analytics for business, and the ethics of social media use.
Prerequisite: MKTG 3310.
