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MKT478
Preview: MKT478 Social : Media Campaign
Course Guide
Prerequisites
Course Description
Instructional Materials
MKT465
Students will develop and execute on a social media campaign. Using all of their social media
profiles, social media tools and networks, media content (blogs, whitepapers), and websites,
students will be required to develop a social media campaign to market and grow their brand/profile.
This course will use the Dragon Fly Effect method to track campaign performance.
Required Resources
Keith A. Quesenberry. 2020. Social Media Strategy: Marketing, Advertising, and Public Relations in
the Consumer Revolution. MKT478 Blackboard Course. https://www.strayerbookstore.com
Online Resources Available Through the Strayer Library
For your convenience, the following required online resources are provided by the Strayer Library at
no cost. Links to the online library resources are also available in Blackboard via the Course Info
page. You may also search by title in the online Strayer Library .
Jennifer Aaker. 2010. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social
Media to Drive Social Change. https://search-ebscohost-com.libdatab.strayer.edu/login.aspx?
Ⓒ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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Course Learning Outcomes
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Christina Newberry. 2020. How to Create Social a Media Strategy in 8 Easy Steps (Free Template) .
https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/
Loudmouth Projects. December 3, 2011. Social Media Marketing Plan .
https://www.youtube.com/watch?v=KzVjIsTIgkE
Maddy Osman. October 1, 2020. Instagram for Business: How to Location Add Tags and Why
They’re Important . https://fanbooster.com/blog/instagram-location-tags/
Howard Walker. June 6, 2014. 5 Social Media Marketing Content Ideas for Excellent Customer
Engagement. https://www.youtube.com/watch?v=cju1p1EMIDQ
The Disruptive. November 20, 2014. 13 Social Media Tips for Driving Engagement and Revenue
Immediately. https://www.youtube.com/watch?v=DaE7kmjuisU
Social Media Worldwide. December 1, 2015. How to Handle Negative Comments on Social Media.
https://www.youtube.com/watch?v=cUGdW-K1Mrw
Harish Manwani. 2013. Profit's Not Always the Point .
https://www.ted.com/talks/harish_manwani_profit_s_not_always_the_point
Dhariana Lozano. February 23, 2018. 7 Questions to Ask (and Answer) Before Building Social a
Media Strategy. https://www.socialmediatoday.com/news/7-questions-to-ask-and-answer-before-
building-a-social-media-strategy/517682/
Profile Booster. February 8, 2016. Top 3 Tips to Boost Your Social Media Marketing Strategy .
https://www.youtube.com/watch?v=oiJda_qHG7g
Warby Parker. No date. https://www.warbyparker.com
Prepare a social media marketing plan that includes platform selection, goals
and micro goals, and a rationale for either a push or pull strategy.
1
Prepare a social media marketing plan, including SMART objectives, a
SWOT and needs analysis, strategies for engaging the target market,
targeted content and a brand evangelist program.
2
Ⓒ 2020 Strayer University. Rights Reserved. This All 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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Weekly Course Schedule
Week 1 - To Do List
Learn: Read Chapters 1 and 7 from Social
