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MKT465
Preview: MKT465 : Social Media Strategy
Course Guide
Prerequisites
Course Description
Instructional Materials
Course Learning Outcomes
MKT330
Prepares social media managers to launch and monitor social media marketing campaigns across
the organization. Topics include aligning social media to business goals, strategy planning,
campaign management, and measuring return on investment of social media activities. Includes
discussion of organic and paid tactics for communicating with target audience.
Required Resources
Melissa Barker. 2017. Social Media Marketing: A Strategic Approach. MKT465 Cengage Learning
2nd edition textbook available at https://www.strayerbookstore.com
Develop a customer profile, competitive analysis, and social media strategies
for a given customer.
1
Create a social media plan that addresses the goals, social media use,
social business maturity level, and budget for a given customer.
2
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Weekly Course Schedule
Week 1 - To Do List
Learn: Read Chapters 1 and 2 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, The Social Media Influence.
Discuss: Introduce yourself and complete the discussion, The Seven Myths of Social Media.
Week 2 - To Do List
Learn: Read Chapters 3 and 4 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, Creating Your Social Media Strategy.
Discuss: Complete the discussion, Identifying the Social Media Target Audience.
Week 3 - To Do List
Learn: Read Chapter 5 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, Identify Key Social Media Platforms.
Discuss: Complete the discussion, Social Media Platforms.
Week 4 - To Do List
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 4 - To Do List
Learn: Read Chapters 6 and 7 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, Blogging Platforms.
Discuss: Complete the discussion, Blogging.
Week 5 - To Do List
Learn: Read Chapter 8 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, The Impact of Video Marketing.
Discuss: Complete the discussion, Video Marketing.
Assignment: Complete the assignment, Social Media Strategic Plan Outline.
Week 6 - To Do List
Learn: Read Chapters 9 and 10 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, Share Digital Photos Online and on Mobile Sites.
Discuss: Complete the discussion, Marketing on Photo Sharing Sites.
Week 7 - To Do List
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 7 - To Do List
Learn: Read Chapter 11 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, Defining and Understanding the Importance of Content Marketing.
Discuss: Complete the discussion, Content Marketing.
Week 8 - To Do List
Learn: Read Chapter 12 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture,
Mobile Marketing.
Discuss: Complete the discussion, Adding Applications to a LinkedIn Profile.
Week 9 - To Do List
Learn: Read Chapters 13 and 14 from Social
Media
Marketing:
A
Strategic
Approach.
Learn: Watch this week's lecture, Marketing Tips.
Discuss: Complete the discussion, The Growth of Smartphones.
Week 10 - To Do List
Learn: Read Chapter 15 from Social
Media
Marketing:
A
Strategic
Approach.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 10 - To Do List
Learn: Watch this week's lecture, Social Media Marketing.
Discuss: Complete the discussion, Social Media Marketing Plan.
Assignment: Complete the assignment, Social Media Strategic Plan and Presentation.
Week 11 - To Do List
Discuss: Complete the discussion, Takeaways From Social Media Strategy.
Grading Scale
Participation Total
Points
% of
Grade
Discussion Participation 300 30%
Assignment Total
Points
% of
Grade
Week 5 Assignment - Social Media Strategic Plan Outline 300 30%
Week 10 Assignment - Strategic Social Media Plan Report and
Presentation
370 37%
Week 11 Discussion - Takeaways From Social Media Strategy 30 3%
Totals 1000 100%
Final Course Grade
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Points Percentage GradePoints Percentage Grade
900 - 1000 90% - 100% A
800 - 899 80% - 89% B
700 - 799 70% - 79% C
600 - 699 60% - 69% D
0 - 599 59% and below F
Unique Course Features
Grading Scale Notation
Please consult the University Catalog and your academic advisor to determine the final grade needed
in this class to satisfy your specific degree conferral requirements.
Assignments
Week 5 Assignment - Social Media Strategic Plan Outline
Summary
Click the linked activity title to access this assignment.
Text
As a social media analyst, you developed a research plan for your client in the MKT330 Marketing
Research and Digital Analytics course. Congratulations! The research plan was a success and now
your client is requesting a Social Media Strategic Plan. Before you create the plan, you need to
develop an outline to ensure that the client has everything that they require.
Create an outline that includes specific bullets with corresponding information that you can give to
your client for sign-off. You will use the outline as a guide when creating your Social Media Strategic
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Plan. (Note: Refer to Chapter 15, Social Media Marketing Plan, for additional information.)
1. Customer profile of your target market (that is, attributes: demographics, psychographics,
geographic locations, behavioral, lifestyle, and so on.).
2. Conduct a competitive analysis using the SWOT method.
3. Set goals and determine strategies. (Chapter 2 introduces a set of general social media goals,
which provides an excellent starting point for crafting the organization-specific goals. Also,
Chapter 2 introduced the Eight C’s of Strategy Development.)
4. Incorporate information regarding the observations of social media presence from the MKT330
Marketing Research and Digital Analytics course and then select platforms. (Note: Use the
following five key metrics for auditing a company’s social media presence on individual social
media platforms:
Sentiment Analysis – Shows the number of positive, neutral, or negative mentions on
each social media platform where the company has a sizable presence.
Reach – Indicates the number of Twitter followers, Facebook fans, LinkedIn group
members, Flickr view count, and so on.
Company Posts – Measure how often the company posts on each social media
platform.
Feedback – Shows the number of comments, likes, or replies to company-generated
content.
Average Response Time – Assesses response time to user comments on the
company’s social media properties.
5. Cite at least three high-quality references.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Develop a customer profile, competitive analysis, and social media strategies for a given
customer.
Scoring Guide
Create a customer profile of your target
market. 20 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Unacceptable
Did not submit or
incompletely
created a
customer profile
of your target
market.
Needs
Improvement
Insufficiently
created a
customer profile
of your target
market.
Satisfactory
Satisfactorily
created a
customer profile
of your target
market.
Competent
Competently
created a
customer profile
of your target
market.
Exemplary
Thoroughly
created a
customer profile
of your target
market.
Conduct a competitive analysis using SWOT
method. 20 %
Unacceptable
Did not submit or
incompletely
conducted a
competitive
analysis using
SWOT method.
Needs
Improvement
Insufficiently
conducted a
competitive
analysis using
SWOT method.
Satisfactory
Satisfactorily
conducted a
competitive
analysis using
SWOT method.
Competent
Competently
conducted a
competitive
analysis using
SWOT method.
Exemplary
Thoroughly
conducted a
competitive
analysis using
SWOT method.
Set goals and determining strategies. 20 %
Unacceptable
Did not submit or
incompletely set
goals and
determined
strategies.
Needs
Improvement
Insufficiently set
goals and
determined
strategies.
Satisfactory
Satisfactorily set
goals and
determined
strategies.
Competent
Competently set
goals and
determined
strategies.
Exemplary
Thoroughly set
goals and
determined
strategies.
Incorporate information regarding the
observations of social media presence and
select platforms. 20 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Unacceptable
Did not submit or
incompletely
incorporated
information
regarding the
observations of
social media
presence and
select platforms.
Needs
Improvement
Insufficiently
incorporated
information
regarding the
observations of
social media
presence and
select platforms.
Satisfactory
Satisfactorily
incorporated
information
regarding the
observations of
social media
presence and
select platforms.
Competent
Competently
incorporated
information
regarding the
observations of
social media
presence and
select platforms.
Exemplary
Thoroughly
incorporated
information
regarding the
observations of
social media
presence and
select platforms.
Cite three high-quality references. 10 %
Unacceptable
No references
provided.
Needs
Improvement
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary
Exceeds the
required number
of references; all
references are
high-quality
choices.
Clarity, writing mechanics, and formatting
requirements. 10 %
Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Week 10 Assignment - Strategic Social Media Plan Report and Presentation
Summary
Click the linked title activity title to access this assignment.
Text
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Use the information from your outline to create your Social Media Strategic Plan. Apply any
recommendations and updates based on faculty feedback and/or additional research. You are to
submit a final report and a voice-over PowerPoint presentation to your client. The following is the
criteria for this assignment.
Write a 5–8 page paper in which you:
1. Provide a detailed description of your plan in the form of an executive summary. (Note: The
executive summary should be no more than one page.)
2. Provide a detailed explanation of the goals and strategies that were met.
3. Provide assessment on current social media use and how it is working for the client. (Note: This
requires asking who is currently connecting with you on social media, which sites your target
market uses, and how the social media presence compares to your competitors.)
4. Provide assessment of social business maturity level. (See page 296.)
5. Provide a budget for your social marketing plan.
6. Create a voice-over PowerPoint presentation to include the following major points of social media
plan:
Profile of customer (that is, a bulleted list of the executive summary).
Selection of media platforms.
SWOT Analysis.
A brief synopsis of the budget.
Summary.
7. Project your voice to clearly convey your ideas in the PowerPoint presentation.
8. Present visuals, charts, and graphics in a professional manner.
9. Cite at least three of the references you included in your outline.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Create a social media plan that addresses the goals, social media use, social business
maturity level, and budget for a given customer.
Scoring Guide
Provide a detailed plan description in an
executive summary. 15 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Unacceptable
Did not submit or
incompletely
provided a
detailed plan
description in an
executive
summary.
Needs
Improvement
Insufficiently
provided a
detailed plan
description in an
executive
summary.
Satisfactory
Satisfactorily
provided a
detailed plan
description in an
executive
summary.
Competent
Competently
provided a
detailed plan
description in an
executive
summary.
Exemplary
Thoroughly
provided a
detailed plan
description in an
executive
summary.
Explain how your goals and strategies were
met. 10 %
Unacceptable
Did not submit or
incompletely
explained how
goals and
strategies were
met.
Needs
Improvement
Insufficiently
explained how
goals and
strategies were
met.
Satisfactory
Satisfactorily
explained on
how goals and
strategies were
met.
Competent
Competently
explained how
goals and
strategies were
met.
Exemplary
Thoroughly
explained how
goals and
strategies were
met.
Provide assessment on current social media
use and how it is working for the client. 15 %
Unacceptable
Did not submit or
incompletely
provided
assessment on
current social
media use and
how it is working
for the client.
Needs
Improvement
Insufficiently
provided
assessment on
current social
media use and
how it is working
for the client.
Satisfactory
Satisfactorily
provided
assessment on
current social
media use and
how it is working
for the client.
Competent
Competently
provided
assessment on
current social
media use and
how it is working
for the client.
Exemplary
Thoroughly
provided
assessment on
current social
media use and
how it is working
for the client.
Provide assessment of social business
maturity level. 10 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8644193/course/8644368/preview/courseguide 12/14
Unacceptable
Did not submit or
incompletely
provided
assessment
social business
maturity level.
Needs
Improvement
Insufficiently
provided
assessment
social business
maturity level.
Satisfactory
Satisfactorily
provided
assessment
social business
maturity level.
Competent
Competently
provided
assessment
social business
maturity level.
Exemplary
Thoroughly
provided
assessment
social business
maturity level.
Provide a budget for your social media plan.
15 %
Unacceptable
Did not submit or
incompletely
provided a
budget for your
media plan.
Needs
Improvement
Insufficiently
provided a
budget for your
media plan.
Satisfactory
Satisfactorily
provided a
budget for your
media plan.
Competent
Competently
provided a
budget for your
media plan.
Exemplary
Thoroughly
provided a
budget for your
media plan.
Present the major points of your marketing
plan in the PowerPoint presentation. 10 %
Unacceptable
Did not submit or
incompletely
presented the
major points of
the marketing
plan in the
PowerPoint.
Needs
Improvement
Insufficiently
presented the
major points of
the marketing
plan in the
PowerPoint.
Satisfactory
Satisfactorily
presented the
major points of
the marketing
plan in the
PowerPoint.
Competent
Competently
presented the
major points of
the marketing
plan in the
PowerPoint.
Exemplary
Thoroughly
presented the
major points of
the marketing
plan in the
PowerPoint.
Project your voice in order to clearly convey
your ideas. 10 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
https://atlas.strategiced.com/app#offering/8644193/course/8644368/preview/courseguide 13/14
Unacceptable
Did not submit or
incompletely
projected your
voice in order to
clearly convey
your ideas.
Needs
Improvement
Insufficiently
projected your
voice in order to
clearly convey
your ideas.
Satisfactory
Satisfactorily
projected your
voice in order to
clearly convey
your ideas.
Competent
Competently
projected your
voice in order to
clearly convey
your ideas.
Exemplary
Thoroughly
projected your
voice in order to
clearly convey
your ideas.
Cite at least 3 references. 5 %
Unacceptable
No references
provided.
Needs
Improvement
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Satisfactory
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Competent
Meets the
required number
of references; all
references are
high-quality
choices.
Exemplary
Exceeds the
required number
of references; all
references are
high-quality
choices.
Clarity, writing mechanics, and formatting
requirements. 10 %
Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Week 11 Discussion - Takeaways From Social Media Strategy
Summary
Click the linked activity title to access this weekly discussion. If you need help with completing
discussions, please watch this video for more information.
Text
Please respond to the following:
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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© 2021 Strategic Education, Inc.
What were your takeaways from the class?
Be sure to respond to at least one of your classmates’ posts.
Scoring Guide
Sample Criterion 100 %
Unacceptable Needs
Improvement
Satisfactory Competent Exemplary
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
