Social Media in Marketing

Catalog description

This course introduces students to the various aspects of social media that influence marketing strategy. Students will analyze each of the four P's of the marketing mix and learn how social media has changed the way consumers respond to marketers. Specifically, the course will examine product development using social networking, altered pricing strategies as a result of social media, new digital distribution methods and communications strategies that integrate traditional, digital and social media. Students will learn how to research the social media landscape and evaluate strategies using appropriate metrics. We will also discuss elements of mobile marketing that apply to the marketing mix.