25-382 Social Media Marketing (3):

This is an introductory course in social media marketing. It discusses

how to use the social media to market your companys services and
products. It defines what social media is and lists the different types of
Social Media Marketing social media technologies available such as Twitter, LinkedIn,
25-382-1 and Fall Facebook, Delicious, Digg, Myspace, YouTube, Yelp, Google, Flickr,
Upcoming, Squidoo and Podcast. The course discusses the process of
Th 2:00-4:30pm
developing a marketing plan using social media and also presents how
College of Business, ROME/BE 154 to measure the effectiveness of social media and the ROI using a
number of metrics. Prerequisite: Principles of Marketing

Instructor: ..............................................Mary A. DuQuaine, MA

Office:......................................................College of Business
Office Hours: ...........................................By email, phone or call for a personal meeting.

Office phone: ...........................................312-725-2221

E-mail: .....................................................mary@lewis.edu

Required Textbook ................................

Six Pixels of Separation: Everyone is Connected.
Connect your Business to Everyone.
Business Plus
ISBN # 978-0-446-54822-9

About this Course & Teaching Approach

This class will use a variety of teaching/learning methods with considerable emphasis on class interaction and
discussion. Lectures will be supplemented by discussion and an exchange of information to encourage the
development and expression of analytical skills. Therefore, students must be prepared.

In addition, being prepared for class will help students develop analytical skills, formulate ideas, and improve
their communication skills. Reading the text, hand-outs, and other material will provide students the foundation
for discussing important marketing topics and evaluating current social media marketing methods and strategies.

Course Framework

The text, Six Pixels of Separation, is divided into fourteen chapters which will serve as the underlying framework of
this course.

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Student Learning Outcomes
At the end of this course, students are expected to master several Student Learning Outcomes, including:

Student Learning Outcome Assessment Measures

1) Understand and use basic social media marketing
vocabulary correctly.
2) Understand core social media marketing concepts,
including: the concept of a digital ecosystem, social
media platforms, corporate and personal brand, and an
online marketing strategy.
3) Write content for and create a basic website that
incorporates SMM and online marketing strategy.
4) Understand permission based marketing, the
importance of good content and search engine
optimization.
5) Understand how to utilize social media platforms
including WordPress, Twitter, Facebook, LinkedIn and
Google Plus for business.
6) Understand why a good marketer is an ethical
marketer, and why good marketers believe in employee
diversity.
7) Understand the importance of website analytics to help
identify the performance of SMM campaigns.
1) Measure the use of social media marketing vocabulary
in presentations, written assignments, and
presentations.
2) Measure use and understanding thru in-class exercises,
homework assignments and exams.
3) Measure use and understanding thru in-class exercises,
homework assignments and exams.
4) Measure use and understanding thru in-class exercises,
homework assignments and exams.
5) Measure use and understanding thru in-class exercises,
homework assignments and exams.
6) Measure use and understanding thru in-class exercises,
homework assignments and exams.
7) Measure use and understanding thru in-class exercises,
homework assignments and exams.

Grade Components
Grade Percentage
A 100% to 93%
The course grade will be determined by the following:
A- 92% to 90%
B+ 89% to 87%
8 Quizzes (10 points per quiz) 80 points B 86% to 83%
4 Assignments 550 points B- 82% to 80%
(Assignments 1,2,3=100 pts each; Assignment 4=250 pts) C+ 79% to 77%
Midterm Exam 100 points C 76% to 73%
Final Exam 100 points C- 72% to 70%
D+ 69% to 67%
Attendance 100 points D 66% to 63%
Team Evaluation 100 points D- 62% to 60%
Class Participation (10 points per class) 110 points F 59% or less
Total Points 1140 points

Grading Criteria

Grade A, A- Requirements

1. Demonstrates accurate and sophisticated understanding of readings and issues. Does more than
repeat text or lectures. Draws out additional important implications.
2. Shows a critical stance toward opinions expressed in class or readings. Expresses their own views
articulately and defends them well.
3. Shows originality of thought in pressing the critical stance, in drawing out additional implications
from readings and class discussions, and in finding personal meaning in the readings and issues
discussed.
4. Expressed ideas clearly. Papers contain very few grammatical or stylistic weaknesses.
5. Demonstrates a leadership role in team assignments and attends all team work sessions.
25-382 Social Media Marketing Fall Page 2
 Grade B+, B and B- Requirements

1. Shows all elements of A work, but with less accomplishment.

2. There is still accurate understanding of readings/issues with a demonstrated ability to do more than
repeat text.
3. Critical stance with some effort, not always successful to defend that stance.
4. Some attempt to find personal meaning, with at least hints of originality and creativity of thought.
5. Very clear expression of thoughts and ideas.
6. Contributes more than their required portions in team assignments and participates in all team work
sessions.

Grade C+, C and C- Requirements

1. Overall, demonstrates an accurate grasp of the readings and issues, but with some inaccuracy and
without deeper sophistication and the ability to draw out additional implications.
2. Some attempt to take a critical stance, but with little effort or success in defending that stance.
3. Some attempt to find personal meaning.
4. Sufficient clarity of expression to communicate ideas but stylistic or grammatical weakness creates
some difficulties.
5. Performs their portion of team assignments thoroughly and accurately / participates in most team work
sessions.

Grade D+, D and D- Requirements

1. A genuine effort to understand has been made, with some demonstrated understanding of reading
and issues but with serious deficiencies.
2. Generally lacking in critical stance or in a defense of that stance.
3. The attempt to find personal meaning is either lacking or greatly hindered by difficulties in
understanding.
4. Despite some errors, performs most of their portion of team assignments thoroughly and accurately /
participates in some team work sessions.

Grade F Requirements

1. Simply an unsatisfactory effort in key respects, especially in understanding and clarity of expression.

Chapter Quizzes

Chapter Quizzes will be posted on Blackboard (Bb). Students are required to read the assigned Chapter, and
complete the Bb Chapter Quiz before the class discussion of the Chapter content. Quizzes will be available on
Bb until midnight, the night before class. This will help prepare the student for the class discussion of the chapter
material. Additional relevant material from previous classes may also be included in the quizzes.

Missed or late quizzes cannot be made up under any circumstances except for good cause and adequate notice;
an early quiz may be given.

Class Projects and Exercises

All projects and exercises are due on the date specified in class and on the syllabus. Since the projects are
designed to lead the students through the process of learning about marketing, they must be submitted when
specified. All assignments will be returned with comments as soon as possible.

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Assignments will be evaluated using criteria reflecting the nature of the assignment. These may include:
Answering all questions completely and clearly, using business vocabulary and writing at a college level.
Applying information from text and class discussions.
Analyzing information.
Using marketing tools and techniques appropriately in creative assignments.
Participating fully in team assignments.
Presenting appropriate Conclusion and Recommendations

Exams Midterm & Final

There are 2 multi-chapter examinations. The Midterm will cover chapters 1-7 and related material, while the
Final covers chapters 8-14. Exam questions could consist of a combination of multiple-choice, true/false, and
short answer essays. The test questions will come from the assigned readings (text, handouts, online resources),
classroom exercises, projects and/or other assignments associated with the class

Late exams lose 20% of their point value and can only be taken with the approval of the instructor following an
assessment of the students excuse. Further, late exams must be completed before the next class meeting
(midterm) or within 2 school days (final). Exams not completed as noted, will receive a grade of 0.

Participation

The collaborative adult learning model requires students to participate and actively engage in the learning
process.

Participation is not the same as attendance. Attendance is simply being present in the classroom.
Participation requires students to be actively involved in the learning process. The contributions made by the
student should be related to the course content, be relevant to class discussion, and advance shared learning. In
preparation for every course, students will be expected to achieve defined learning outcomes upon which a
students grades depend. Students bear the responsibility to come to class prepared to fully participate in each
class session.

It is expected that students will participate in class. There are many ways this can be done, including:
Asking relevant questions.
Relating chapters to class discussion.
Contributing newsworthy marketing information.
Showing initiative to solve problems before asking instructor for assistance.

Attendance

In business, not showing up for work can be viewed as grounds for disciplinary action, not getting paid, even
dismissal. In the classroom, we will follow the same principle. Attendance will be taken at the start of class.
Each class meeting will represent an equal share of the attendance total point value (see page 2). Weather-related
campus closures and class cancellations will of course be the exception.

Students are responsible for obtaining material, which may have been distributed on class days when they were
absent. This can be done by contacting a classmate who was present or by contacting the instructor during
normal office hours.

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Confidentiality

Sometimes during class discussions, students will offer information from their place of employment. This may
include polices, practices, strategies, and future initiatives. With respect for the other members in the class, we
will treat all discussions as CONFIDENTIAL CLASS DISCUSSIONS that is, as information that will not leave
the classroom.

Academic Honesty, Computer Ethics, and Copyright Laws

In the classroom, as in business, plagiarism and cheating are serious offenses. Offenders may receive a grade of
zero on the exam, paper or project; or even failure in the course; or expulsion from the University. For more
information, refer to the Academic Honesty, Computer Ethics, and Copyright Laws policies in the University
Catalog.

Additionally, all Lewis students must abide by the Lewis University Information Services Acceptable Use Policy.
This is an agreement between members of the Lewis community and Lewis University regarding use of the
Internet, on-campus network, Web Page, Course Management Systems, Student Information System, and all
electronic systems. See: http://www.lewisu.edu/welcome/offices/infoservices/All_AcceptableUsePolicy.htm

Cell Phones & Smart Phones

Cell phones and smart phones must be turned off during class unless instructed for a particular social
media/mobile application by the professor. Except in emergency or special situations, use of cell phones and
smart phones is forbidden in class.

Other General Policies and Procedures

1. University policies
Refer to current course schedule booklet for policies concerning:
a. Weather related closure of university and/or Off-campus sites.
b. Personal decision not to attend class due to weather.

2. College of Business policies and procedures

Refer to College of Business Academic Policies section of the current university catalogue about:
a. Class attendance
b. Incomplete grades
c. Academic honesty
d. Grade appeal

Note: Potential Modifications

The instructor reserves the right to modify, change, or waive any part of the syllabus or the evaluation criteria for
this course. The instructor will provide prior notification of any modifications.

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 Working Class Schedule
Social Media Marketing
Fall 2011

Day Date Activities

Wk 1 Th 9/1 o Overview of Syllabus
o Class introductions
o What is Social Media Marketing?
o Class Discussion: Social Media Marketing The Digital Ecosystem
(We are intrinsically connected - introduce idea of six pixels - established communities
- ever expanding inter-connections.)
Take Blackboard Quiz 1 on chapters 1,2 before midnight, the night before class.
Wk 2 Th 9/8 o Chapter 1 I Google You Just Like You Google Me
o Chapter 2 The Trust Economy
o Class Discussion: Building Trust and Participation with Conversational Marketing
(Importance of Permission Based Marketing and Rich Content)
o Assignment 1 Due in Class: Social Media Info-Graphic
Research a current social media marketing plan for a major corporation. Based on your
research, choose another major corporation and create a one page info-graphic describing
your suggested social media marketing plan for that corporation.
Examples of corporate social medial plans and info-graphics can be found here:
http://www.scribd.com/mary_duquaine
Take Blackboard Quiz 2 on chapters 3,4 before midnight, the night before class.
Wk 3 Th 9/15 o Chapter 3 Entrepreneurship 2.0
o Class Discussion: Part 1 Social Media Platforms Evolving Tools of Connection
o Guest Speaker TBA
o Chapter 4 Faith Based Initiatives, Viral Expansion Loops and the Long Road
o Class Discussion: Part 2 Community, Content and Consistency
Take Blackboard Quiz 3 on chapters 5,6 before midnight, the night before class.
Wk 4 Th 9/22 o Chapter 5 Know Control
o Class Discussion: Part 1 Control Privacy, User Generated Content, Corporate Brand
o Chapter 6 The Real World
o Class Discussion: Part 2 Integrated Marketing Connecting Online Marketing to the
Real World (Trade Shows, Networking, MeetUps, Conferences, Marketplace)
o Create Teams for Group Projects Begin writin content for website.
Take Blackboard Quiz 4 on chapter7 before midnight, the night before class.
Wk 5 Th 9/29 o Chapter 7 You are Media
o Class Discussion: Your Personal Brand: A Digital Footprint
o Begin Work on Website Development WordPress Instruction
Wk 6 Th 10/6 No Class Fall Break
Wk 7 Th 10/13 o Chapter Review Midterm Exam Chapters 1, 2, 3, 4, 5, 6, & 7
o Midterm Exam Available Thursday 10/13 and Friday 10/14 via Bb.
o Midterm Exam Chapters 1, 2, 3, 4, 5, 6, & 7

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 Take Blackboard Quiz 5 on chapter 8 before midnight, the night before class.
Continue to work on website content.
Wk 8 Th 10/20 o Chapter 8 From Mass Media to Mass Content
o Class Discussion: Creating Content that Counts - Universal Search
(Copywriting, Images, Video, Podcasts, Blogs, Email Marketing)
o Continue Work on Website Development
o Assignment 2 Due in Class: Develop Your Personal Brand
Complete account registration at LinkedIn, Facebook and Twitter. Create a profile and
upload your photo, add a minimum of 5 connections, 5 Facebook Friends, Follow at least 5
people or businesses, and post at least one tweet.
Take Blackboard Quiz 6 on chapters 9,10 before midnight, the night before class.
Continue to work on website content.
Wk 9 Th 10/27 o Chapter 9 Digital Darwinism
o Class Discussion Part 1 Popularity and Relevance
Be Helpful, Authentic, Clear and Responsive
o Speaker TBA
o Chapter 10 From Mass Media to Me Media
o Class Discussion Part 2 Niche Markets - The Wisdom of the Crowd
Take Blackboard Quiz 7 on chapters 11,12 before midnight, the night before class.
Continue to work on website content.
Wk 10 Th 11/3 o Chapter 11 Burn the Ships
o Class Discussion Part 1 Tracking Content Reach, Brand Monitoring & Reputation
Management
o Chapter 12 Tribal Knowledge
o Class Discussion Part 2 Content Sharing - Guest Blogging, Providing Relevant Content
on other Community Sites, Engage your Target Market where they are and drive them
back to your website.
Take Blackboard Quiz 8 on chapters 13,14 before midnight, the night before class.
Continue to work on website content.
Wk 11 Th 11/10 o Chapter 13 Digital Nomad
o Class Discussion Part 1 Mobile Marketing
o Chapter 14 Participation 2.0
o Class Discussion Part 2 Beyond Conversation - When Content Finds You, Analytics,
Behavioral Analysis
o Assignment 3 Due in Class: Digital Marketing Strategy
Choose a small to medium sized business that is either existing or a business that you would
like to run. Create a 3-5 page digital online marketing strategy for that business. This
strategy will include determining the target market, the 4 Ps, competitive analysis, and
suggestions for social media integration. (Utilize Digital Marketing Strategy Template - will
be provided in class.)
Wk 12 Th 11/24 No Class Thanksgiving Holiday
Wk 13 Th 12/8 o Assignment 4 Due In Class Development of a Company Website - Project
Presentations
(See project details below.)
o Chapter Review Final Exam Chapters 8,9,10,11, 12, 13, 14
o Course Evaluation Online via Bb.
Wk 14 12/15 Final Exam Available Thursday 12/15 and Friday 12/16 via Bb.
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 o Final Exam Chapters 8,9,10,11, 12, 13, 14
NOTE: The Class Schedule provides a general guideline for planning and preparation purposes only.
Actual dates may vary at the instructors discretion reflecting subject difficulty, length of discussions,
addition of supplemental materials, etc.

Specific Deliverables

Text Assignments:
Read the 14 chapters of the book and be prepared for 8 quizzes which will be posted on Bb and due by midnight,
the night before class. Also, be prepared to discuss the material in class.

Assignment 1: (Individual)
Social Media Info-Graphic: Due Week 2 (100 points)
Research a current social media marketing plan for a major corporation. Based on your research, choose another
major corporation and create a one page info-graphic describing your suggested social media marketing plan for
that corporation.
Examples of corporate social medial plans and info-graphics can be found here:
http://www.scribd.com/mary_duquaine

Assignment 2: (Individual)
Develop your Personal Brand: Due Week 8 (100 points)
Complete account registration at LinkedIn, Facebook and Twitter. Create a profile and upload your photo, add a
minimum of 5 connections, 5 Facebook Friends, Follow at least 5 people or businesses, and post at least one
tweet.

Assignment 3: (Group)
Digital Marketing Strategy: Due Week 11 (100 points)
Choose a small to medium sized business that is either existing or a business that you would like to run. Create a
3-5 page digital online marketing strategy for that business. This strategy will include determining the target
market, the 4 Ps, (Product, Price, Place and Promotion, as well as Positioning), competitive analysis, and
suggestions for social media integration. (Utilize Digital Marketing Strategy Template - will be provided in
class.)

Assignment 4: (Group)
Development of Company Website: Due Week 13 (250 points)
In groups of two, determine a company website using content that you create.
Make website live by uploading the company web pages on the Internet using WordPress as a CMS, Content
Management System.
The website will meet these specifications:
Company Name in Header
Include a Complete Site Architecture Menu Structure
o Menu will include Contact Us and About Us pages, plus additional appropriate category pages.
Home page and 12 additional interior pages with unique written content on each page.
Include between 6-12 images. (Remember to pay attention to legal use and copyright laws.)
Include at least one video or podcast.
Include at least 3 calls to action.
Include a blog with 4 posts of 2-3 paragraphs each.
Include access to at least 3 social media platforms.
Install Google Analytics.
Install a Search Engine Optimization Plugin and optimize all 4 blog posts and your home page.
Get 5 other websites to link to your website.
Be prepared to give a 10 minute presentation of your website on the last day of class.
You will be graded on the completion of all of these tasks and the quality of the information included on your
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website. I will pay special attention to how you chose to include social media and search engine optimization
skills to your website, as well as traditional marketing considerations like knowing your target audience and
utilizing calls to action to help increase conversions (sales or actions) on your website.

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