Branding and Social Media Marketing University of Florida Fall 2017 … · 2017-08-15 · Branding...

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BrandingandSocialMediaMarketingUniversityofFloridaFall2017COURSEINFORMATIONMMC6728Credits03MeetingTime:DistanceAsynchronousviaCanvasShellOfficeHoursByAppointmentINSTRUCTORRobertHughesMArjhughes@jou.ufl.edu970-368-2021@rjhughes_UFPleaseseemyBio—andaplaceforyours—undertheDiscussionstabinCanvas.Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.IMPORTANT!FollowthissyllabusONLYforyourclassinformation.Printitoutandcheckthingsoffascompleted.THEREMAYBEINFORMATIONINCLUDEDHERETHATISNOTFULLYEXPLAINED/INCLUDEDONCANVASPAGES!!!AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformation(butnotallAnnouncements)willbesentviaemailwhenitispostedinthistab.COURSEWEBSITESCanvasClassroom:https://ufl.instructure.com/courses/341545

ConnectLearningSystem:http://connect.mheducation.com/class/b-hughes-fall-2017 ContactUFHelpdeskhttp://helpdesk.ufl.edu/(352)392-HELP(4357)ifyouhaveanytroublewithaccessingyourcourse.COURSEDESCRIPTIONBytheendofthiscourseyouwillunderstandthebasicsofdevelopinganIntegratedMarketingCommunication(IMC)plan,therolethesocialmediamarketingplanplaysintheIMC,learntodevelopaSocialMediaMarketingPlanwithafocusonbranding,andtheimpactofsocialmediaonabrand.Withthisunderstandingasafoundation,youwillalsolearnhowto:

UnderstandthelandscapeofsocialmediainwhichmarketersoperateBeabletousethemostinfluentialtoolsinsocialmediamarketingandbrandingDevelopbrandstrategiesforsocialmediamarketingandcommunicatethosestrategiesAuditthecompetitivescopeofsocialmediaactivitiesforabrandAssesstheeffectivenessofsocialmediamarketingstrategies.

COURSEDESIGN/EXPECTATIONSLectures:Notethattherearenolivelecturesforthiscourse.Youwillviewrecordedmaterialsthathelpyoutounderstandkeyconceptsandassignments.Thesearereinforcedinanonlinehomeworksystemandinwrittensubmissions.However,IreservetherighttoprovideyoueitherrecordedclassupdatesorliveupdatesessionsthatwillbescheduledasneededduringtheFallsemester.Thesewillbeabout½hourinlengthandwillberecordedforlaterviewingifyoucannotattendthesession.Iexpectyoutocompleteworkontimeandparticipateinclassdiscussionsinaprofessionalmannerwhilerespectingeveryoneinvolvedinourclass.ThesediscussionsarenotlimitedtotheCanvasshell,butallplatformsthatinvolvecoursework.

AssignmentsSummaryYouwillhaveregularassignmentsasapartofyourfinalgrade.

Eachweekyouwillreadtheassignedmaterials,viewonlinelecturesandansweringaquestionortwothatareposedintherecordedlectureundertheDiscussionstabinCanvas,anddiscussacriticalissuethatispostedundereachweeklysectionofthesyllabus.YouwillpostyourinitialreplyintheDiscussionstabANDreplytoatleastoneclassmatespost.

Additionally,youwillenrollinHootSuiteAcademytogainknowledgeandexperienceusingvarioussocialmediachannels.YouwillreceiveaHootsuiteAcademyCertificationuponsuccessfulcompletionofthisareaofourcourse.

YouwillprepareaSocialMediaMarketingandBrandingPlanforapublicallytradedcompany/brandyouselectasasemesterlongfinalproject.PleasepostyourchosencompanyforapprovalfromProf.HughesbySaturdayofWeek6at11pmESTandsubmityourplantohimbySaturdayofWeek12at11pmESTasaWorddocumentattachmentthroughtheCanvasshellunderthe“Assignments”tab.Ifyouwouldprefertosubmitthisplanasawebsite(usingWordpressorsimilarplatform,insteadofasaWorddocument)thatisfineaswell.

ConnectandCanvasHomework(5pointseach.11total)Eachweek(exceptweek12)youwillcompleteahomeworkassignmenteitherinConnectorinCanvas.SeeWeeklyCourseWorkandScheduleinthissyllabusformoredetails.

ForweeksthatyouarecompletingConnecthomework,goto:http://connect.mheducation.com/class/b-hughes-fall-2017andloginwithyourusernameandpassword.Yourscoreswillbeautomaticallycalculated.YoudoNOTneedtosubmitanythinginCanvas

ForweeksyouarecompletingCanvashomework,seetheAssignmentstabinCanvas.Instructionswillbeprovidedintheassignmentdetails.PleasesubmityourassignmentasaWorddocumentusingtheattachmentstab.SubmityourworkinCanvas.

LectureReplies(5pointseach.10total)TherewillbeweeklylecturespostedtoCanvas.Theseweeklylectureswillcoverclassmaterialforthatweek.Theselectureswillvaryinlengthbutwillincludequestionsposedtotheclassabouttheweek’ssubject.Itisyourresponsibilitytowatcheachlectureandprovideawrittenreaction.PostyourlecturerepliesintheDiscussionstabinCanvas.Ifyouseesomethinginaclassmate’spostyouwishtoreplyto,pleasedo.Thiskeepsthediscussiongoing!

Thesein-lecturequestionswillbeclearlynotedduringthelectureaswilltheminimumlengthoftheanswer.Notalllectureshaveaquestion.Lengthwillvary!

Sincethisisanasynchronousclassitispossibletowatchtheselecturesatanytime,butyouwillfinditeasiertowatchinconjunctionwiththeweeklyreadingsastheywillbuildoneachotherthroughoutthesemester.Theselecturereplypostsaredueby11pmESTThursdayoftheassignedweek.

NOTE;ThereisnorequiredlecturereplyFORWEEKS11AND12.YOUMAYSAFELYIGNORETHOSEQUESTIONS!!

Youwillseeadditionalindividualassignmentsandexpectationsinthesectionsthatfollow.REQUIREMENTSYouwillneedanInternetconnectiontoaccessyourtext,viewthelectures,andcompleteassignmentsOwnershipEducationAsgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athreadwhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudentwhichlimitstherestoftheclassfromgainingthisknowledge.REQUIREDTEXTBOOKS

EssentialsofMarketing15thedition,byPerraultandCannon.BesuretopurchasetheConnectversiontogetaccesstothehomeworksystem.TheCONNECTSystemandtextisavailableat:

http://connect.mheducation.com/class/b-hughes-fall-2017CONNECTwillgiveyouboththehomeworksystemandthee-book.

SocialMediaMarketing2ebyTutenandSolomon.Thetextisavailableat:

SocialMediaMarketing2ndE

PLEASEBESURETOORDER/PURCHASETHECORRECTEDITIONOFEACHOFTHETWOTEXTBOOKS.FORTHEESSENTIALSOFMARKETING,ITISTHE15THEDITION.FORTHESOCIALMEDIAMARKETINGTEXT,ITISTHE2ndEDITION.

COURSEPOLICIESAttendancePolicyThisisanonlineasynchronouslydeliveredcourse,attendanceintheformofcallingrollwillnotoccur;

LateWorkandMake-upPolicy:Youareexpectedtoprepareandsubmityourassignmentsonatimelybasis.Duedatesareclearlylaidoutinthissyllabusandintheattendantclasscalendar.Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Extensionsfordeadlineswillonlybeforpreapprovedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Withthisinmindtherewillbepenaltiesforlatework:

• Lessthananhourlate 05pointsoff• Morethananhourlatebutlessthan24hourslate 10pointsoff• Morethan24hourslatebutlessthan48hourslate 15pointsoff• Morethan48hourslate 25pointsoff• 49hoursandgreaterlate Notacceptedatall

Issueswithuploadingworkforagradeisnotanexcuse.IfyouhavetechnicaldifficultieswithCanvas,thereareothermeanstosubmitcompletedwork.Youmayemail.zipfilesorevenlinkstoDropboxfolderstoInstructorviaUFemail.Anothersuggestiontocompensatefortechnicaldifficultiesbynotwaitinguntilthelastminutetosubmitwork.Technicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajorpersonalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituationsbeyondtheircontrolshouldnotifytheirinstructorsimmediately.StudentsarealsoadvisedtocontacttheDeanofStudentsOfficeiftheywouldlikemoreinformationonthemedicalwithdrawalordropprocess:https://www.dso.ufl.edu/care/medical-withdrawal-process/.StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,andshemaybereachedattrobbert@jou.ufl.edu.Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx

CourseworkSubmissionsIngeneral,asnotedthroughoutthissyllabus,mostcourseworkshouldbesubmittedthroughtheAssignmentstabintheCanvasclassroom.GeneralDeadlinesThisclass,likeothers,involvesmanydeadlines.Hereisasummaryreminder.

• WeeklylecturesonMonday• WeeklyhomeworkonTuesday• LectureReplyonThursday• InitialDiscussionpostonThursday• DiscussionpostclassmatereplyonSaturday• SocialMediaPlanbrandSaturdayWeek6• HootsuiteAcademcybySaturdayWeek11• FinalSocialMediaPlanSaturdayWeek12

Grading

Gradingparametersfortheclassprojectsareprovidedintheformofrubrics.Yourcoursegradewillbeevaluatedaccordingtothisdistribution:

Weeks1–12LectureReplies(5ptsx10) 50pointsDiscussionassignments(10ptsx11) 110pointsConnect/Canvashomework(5ptsx12) 60pointsHootSuiteUcompletion 40pointsSocialMediaBrandPlan 100pointsTOTAL 360points100%AndgradeswillbedeterminedasfollowsA 333-360points 93-100%A- 323-332points 90-92%B+ 315-322points 87-89%B 297-314points 83-86%B- 287-296points 80-82%C+ 276-286points 77-79%C 261-275points 73-76%C- 251-260points 70-72%D+ 240-250points 67-69%D- 215-224points 60-62%E 0-214points 0-59%Note--Whenthegradefallsata.5,Iwillcarrythegradetothenextdecimalpointforroundingpurposes.

GradingpolicyGeneralUniversitypoliciesregardinggradescanbefoundathttps://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspxCourseandAssignmentDetails

Rubricforgradingthelecturereplyposts:

5points Completeresponseandpostedbeforeweeklydeadline.Reactionmeetswordcountminimumandprovidesstudentreactiontothelecture,notsimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

4points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumandprovidesstudentreactiontothelecture,notsimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

3points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumanddoesnotprovidestudentreactiontothelecture,butissimplyasummaryofthepresentation.Allquestionsposedduringthelectureareanswered.

2points Completeresponseandpostedbeforeweeklydeadline.Reactiondoesnotmeetwordcountminimumanddoesnotprovidestudentreactiontothelecture,butissimplyasummaryofthepresentation.Questionsposedduringthelecturearenotanswered.

0points Noreactionpostmade.

HootSuiteAcademyAspartoftheclass,youareenrolledinHootSuiteAcademyatnocosttoyou.YouwillcompleteweeklymodulesinHA,whichwill,uponyoursuccessfulcompletionofthemodules,resultinaHootSuitePlatformCertification.Duringthefirstweekofclass,youwillreceiveanemailatyourUFL.EDUemailaddresswithaccessinformationforregistrationanddirectionsforsettingupyourHAaccount.

YoumustuseyourUFL.eduemailaddressforthisassignment.IfyoualreadyhaveaHootsuiteaccount,youcannotuseit.

PleasesendProf.HughesanemailconfirmingyouhavesetyourHUaccountup.HootSuiteAworkcanbecompletedatyourdiscretion,butmustbefinishedbytheendofWeek11.

HootSuiteAwillprovideaparallellearningexperiencetoourclass,givingyouaviewofSocialMediaMarketingandbrandimpactfromaleadingproviderofsocialmediaservices.

BythecompletionofHootSuiteAcourse,youwillbeableto:

Understandsocialmediafundamentals

Understandbasicsocialmediaetiquette

Createasocialmediastrategy

Publishsocialmediaupdatesandengagewithacommunity

Applysocialmediabestpracticestoenhancetheirpersonalbrand

Drivetraffictotheirblogusingsocialmedia

Createacontentmarketingcalendar

Understandsocialmediaadvertising

ManagesocialmediausingtheHootSuitedashboard

MeasuresitetrafficusingGoogleAnalytics

Createandfollowasocialmediapolicy

IMPORTANT—uponcompletionofthelastmoduleyouwillreceiveaHootSuiteAcademyPlatformCertification.PleaseforwardyouremailedCertificatetoProf.

Hughesatrjhughes@jou.ufl.eduby11pmESTSaturdayofWeek11toreceiveyourcreditforthisareaofourcourse.

Discussions(10pointseach.11total)Discussionisanintegralpartofouronlinecourse.Youwillbeexpectedtoreadtheassignedchapter(s)andaccompanyingreadingsaswellaswatchingassignedvideos(allsharedinthesyllabusundereachweek’ssection)andactivelyparticipateinweeklydiscussionsthroughtheCanvase-learningsite.(Underthe“Discussions”tab.)Youwillbeexpectedtodemonstratethatyouarethinkingaboutthetopicathandbyaskingquestions,offeringyourownopinionsandsharejustificationsforthoseopinions,participatinginclassdebate,postingcommentsandquestionstothee-learningsiteandkeepingyoureyesandearsopenforcurrenteventsthatmayrelatetoclassdiscussions.Pleaseberespectfulofthecontributionsofothersandhelpcreateaclassenvironmentthatiswelcomingandinclusive.Foreachweekofthesemester(exceptforWeek12)youwillneedtoprovideathoughtfulanalysisofatopicorquestionlistedlaterinthesyllabusintheWeeklyAssigmentssection.Eachweekyouwillalsopostresponsestoatleastoneofyourclassmate’sinitialposts.TheseassignmentsarelocatedintheDiscussionstabinsidetheCanvasshell.Yourinitialpostshouldaverage250words;theinitialreplyshouldaverage200words.YourinitialresponsepostsaredueonThursdayby11pmEST,andyourcomments/discussionresponsesonSaturdayby11pmEST.Youshouldcompletethereadingsbeforeyouwriteyourinitialpost.Latesubmissionswillbepenalized.Youwillbeexpectedtousereferencesinyourinitialposts(andinyourresponses)andtocreateameaningfuldiscussionwithyourclassmates.Pleasefollowthesameguidelineswhenwritingdiscussionpoststhroughouttheentiresemester.Pleasekeeptheseguidelinesinmindasyoucreatetheseposts:1)Yourwritingshouldbethoughtful,reflective,andfocused.Youshouldalsoattempttobepersuasive,bywhichImeanyoushouldtrytoconvinceothers,especiallyotherswhodisagreewithyou,thatyouhaveavalidandcredibleperspective.Youmayfindthefollowingpiecehelpfulasaguide:http://opinionator.blogs.nytimes.com/2013/04/25/the-shadow-lobbyist/2)Yourinitialdiscussionpostsshouldaverage250words.Youarestronglyencouragedtodocumentanyfactsyoubringtobearinmakingyourarguments.Ingeneral,whenyouprovidefactualinformation,itshouldbereferenced.Besuretouseonlyyourownideasandwriting.Ifyouareunsureaboutwhatplagiarismis,readthis:http://www.uflib.ufl.edu/msl/subjects/images/plagiarism_26_guidelines.pdf

Ignoranceofplagiarismwillnotexcuseagradeofzeroonanyassignmentwhereitisfound.3)Yourinitialreplyshouldaverage200words.Personalattacksordisrespecttowardsothersisinappropriateandwillcostyoupointsontheassignment.Yourgoalshouldbetohelptheauthorofthepostyouarecommentingonseeanotherperspective.Hereisanexampleofaresponsetothepostinthelinkinpoint1thatdoesagoodjobofaccomplishingthis:TheaverageAmerican,thankstoasubstantialeducationalandsocialdeficit,simplydoesn'tunderstandpoliticsorpublicpolicy.Theinterestingquestion,then,ishowdoesthepoliticalclassgoverninthenameofThePeoplewhenThePeoplearemissinginaction?Formanydecades,thepoliticalclassmaintainedtheself-delusionofrunningademocracybycreatingtheirownechochamber--issuesandideaswouldechoamongelitesinD.C.orothercapitalsofthecountryuntilenoughsteamwouldbuildupbehindapolicythatitseemedliketherewasaconsensusontheissue.Asamemberofthepoliticalelite,ifyouheardthesamestoryfrommultiplequarters,youcouldperhapsconvinceyourselfthatwhatyouwerehearingreflectedthetrueinterestsofthepublic,evenifthatpublicwasrarelyinvolvedinsuchsurgesofeliteopinion.Itwasperhapsinevitablethatasthetechnologyandcapacitytomicro-targetsmallportionsoftherealpublichaveadvancedthatpoliticallobbyistswouldeventuallyrealizethattheycouldinsertthemselvesintothepoliticaleliteechochamberbymanufacturingaground-swellof'publicopinion'bywhippingupopinionsonparticularpoliciesbyenlistingsomeideologicalorignorantfractionofthepublic.Therealquestioniswhetherthepoliticalclasswilleventuallytireoftheabsurdityofthissituationandactuallyenlistthepublicinmeaningfuldeliberationofissues,thoughthiswouldmeanalossofcontrol.Hereisanother:BackonJuly12,2002,duringaBillMoyers"Now"interview(transcripthere:http://www.pbs.org/now/transcript/transcript_lewis.html)withChuckLewisoftheCenterforPublicIntegrity,Iheardthatin1968therewereamere62registeredlobbyistsinD.C.-butthatthisfigurehadrisento20,000bythedateofthatprogram.Threeyearslater,therewasaJune22,2005WashingtonEssayarticle,"TheRoadToRichesIsCalledKStreet"(stillpostedonlineandeasilyfoundwithasearchofthatheadline),whichtoldhow:"ThenumberofregisteredlobbyistsinWashingtonhasmorethandoubledsince2000tomorethan34,750,"thathiringwasbooming,andthatfeesandretainershad

risensubstantially.YetaRossDouthatcolumnfromSeptember22,2012,"WashingtonVersusAmerica"-anintriguingcommentarywhichnotedthatin2011,sevenofthetenmostaffluentcountiesintheU.S.wereintheD.C.area,statedthat:"ForMittRomneyandtheRepublicanParty,what’shappenedinWashingtontheselast10yearsshouldbeanaturalpartofthecaseagainstObamanomics"-seeminglyimplyingthatasurgeininfluence-buyinginD.C.wasthefaultofthepresident,andnottheWashingtonEssay-notedboomoftheBushyears.4)Rubricforyourweeklydiscussionpostandresponses—

Note:alllateworkispenalized.

Excellent Good Fair Poor 10-9 8-7 6-5 4-0Thoughtfulness(25%)

Postrepresentsoutstandingthinkingandlogicalreasoning.Thepresentationisopinionatedbutbalancedandfairtoopposingideas.

Postrepresentsgoodthinkingandlogicalreasoning.Thepresentationisopinionatedwithmentionofopposingsides.

Postshowssomeweaknessinthinkingandlogicalreasoning.Itlacksaninformedperspectiveand/orignoresopposingsides.

Missingsignificantsectionsorinformation.

Documentation(25%)

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Manysourceswereconsultedandeasysources(likeWikipedia)areusedsparingly.

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Adequatesourceswereconsultedandeasysources(Wikipedia)areusedsparingly.

Mostfactsinthepostaredocumentedbutfewsourcesareused.

Unclearwherefactshavecomefromorfactsorfewsourcesconsulted.

Coherent,clear,persuasive(25%)

Writingisclear,compelling,organized,powerfulandgrammaticallycorrect.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems

Writingqualityispoor,difficulttoread.

Responsesto Responsesare Responsesare Responseis Responseis

theessaysofother(25%)

engaging,challengethepeerpostwithoutdemeaningit.Responsesshowkeyareasinwhichtheoriginalisflawed,limitedorshortsighted.

respectfulinchallengingthepeer’spost.Keyareasofdisagreementareidentified.

opinionatedbutsomewhatlackinginrespect.Responsefailstoclarifythepointofdifferenceorthelimitsoftheoriginalpost.

opinionatedbutignoresthestrengthsorweaknessesoftheoriginalpost.

SocialMediaBrandPlan(100points)Yoursemester-longprojectistodevelopasocialmarketingandbrandingplanforabrandofferedbypubliclytradedfirm.YoushouldproposethecompanythatyouwillstudytoProfessorHughesbySaturdayat11pmESTduringWeek6oftheclass.Pleasedosoviaemailtorjhughes@jou.ufl.eduInproposingabrand,besuretoindicateyourrationaleforit’schoice.Youshouldalsobesurethereissufficientpublicinformationavailableonthecompanytodeveloptheplan.Youhavethesemestertodevelopandwritetheplan.Youmay,ifyouchoose,followtheSMPoutlineformatonpage47oftheTutentext.Theminimumwordcountforthisplanis2500words.RUBRICFORGRADINGTHESOCIALMEDIABRANDMARKETINGPLAN Excellent Good Fair Poor No

Credit 100-90

(total)

89-80 79-70 <70 0

Completeness(25%)

Planhasmaterialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

Planhasmaterialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

Planhassomesectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

Missingsignificantsectionsorinformation.

Quality(25%) Informationisofoutstanding

Informationisofgoodquality(recent,useful,

Informationisofadequatequality

Informationisofpoorquality

quality(recent,useful,relevant).

relevant). (somewhatdated,occasionallynotusefulorrelevant).

(dated,notusefulorrelevant).

Coherent,clear,persuasive(25%)

Writingisclear,compellingandwithnospellingorgrammarerrors.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheplan.

UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:

Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:CounselingandWellnessresourceshttp://www.counseling.ufl.edu/cwc/Default.aspx352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:

Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheFall1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:

Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.WeeklyCourseWorkandScheduleFall2017SemesterWEEKONE—Aug22-27Courseintroductionandunderstandinghowsocialmediaistransformingmarketing.

ReadingsCh.1EssentialsofMarketingCh.1SocialMediaMarketingDiscussionTopic

ReadTheDifferencesBetweenTraditionalCRMandSocialCRMlocatedhere:http://oursocialtimes.com/traditional-crm-vs-social-crm-infographic/ThearticleandinfographicraisesanumberofdifferencesbetweentraditionalmarketingandSocialMediamarketing.Choosetwoofthesedifferencesandexplainhowthesedifferencescouldimpactabrand.Then,pleasecommentontheresponsesofatleasttwoclassmates.Inexpressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.Thisweekonlyschedule:Read,watchlecture,completeConnecthomework:Fridayby11PMET.(NOTE:inallfollowingweeks,homeworkwillbedueeachTuesdayby11pmEST.)Discussionassignmentposted:Fridayby11PMET.(NOTE:inallfollowingweeks,initialDiscussionpostwillbedueeachTuesdayby11pmEST.)Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Fridayby11PMEST.(NOTE:inallfollowingweeks,lecturereplywillbedueeachThursdayby11pmEST.)EnrollinHootSuiteAcademyforPlatformCertificationandsendconfirmationofregistrationtoProf.Hughesatrjhughes@jou.ufl.edubySundayat11pmEST._________________________________________________________________WEEKTWO:Aug28-Sept3DevelopingtheStrategicMarketingPlanFocuson

ElementsoftheplanIntegratedMarketingCommunications(IMC)4p’sofMarketing(the5thPiscominginWeek4!)

ReadingsCh’s.2and3EssentialsofMarketingCh.2SocialMediaMarketing

DiscussionTopicReadandwatchtheChick-Fil-A“EatMorChikin”casestudyonpage606oftheEssentialsofMarketingtext.THEVIDEOISHERE:http://ezto.s3.mheducation.com/Media/Connect_Production/bne/OLC_Assets/Perreault_19e_0078028981/Video_Cases/ChickfilA.m4vThenreadthisarticle:http://www.nytimes.com/2012/07/26/us/gay-rights-uproar-over-chick-fil-a-widens.html?_r=0

Severalmorerecentarticlesonthissubjectcanbefoundathttp://www.huffingtonpost.com/news/chick-fil-a-gay-marriage/

Pleasebrieflyanswerthecasestudyquestions1and2(youmayusebulletpoints).ForQ#3,pleasedescribeifthechain’sstanceonclosingonSundayisacompetitiveadvantageandhowthatcanimpactthebrandpositivelyornegatively.Toconclude,asamarketer/communicator,explaintherolesocialmediaplayedinthiseventandrespondtohowthecompany’sstanceongayrightsimpactsthebrand.

Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.HootsuiteAcademyistobecompletedatyourownpace,butmustbecompletedbytheendofWeek11.Suggestedvideoviewing:YouTubevideoseriesonPreparingaSWOTanalysislocatedhere:http://www.youtube.com/playlist?list=PL47BE70B1D55EC509

WEEKTHREE:Sept4-10SocialMediaEssentialsFocuson

HistoryofSocialMediaGrowthofSocialMediaChannels

SocialMedia’sImpactonStrategicMarketingPlanReadingsCh.’s4–5-6SocialMediaMarketingDiscussiontopicGoogleandFacebookprovidemanyfreeservicesinexchangeforcustomersprovidingpersonaldata.Thishasproventobeacontroversialtopicforboth,Facebookinparticular.Readthesearticles:

ThePriceofFreeTheConvenience-SurveillanceTradeoffhttp://www.idcloak.com/learning-center/facebook-privacy-issues-who-looks-at-my-facebook-data/a338.htmlConsideringFacebook,explainhowprivacyissuesthatarisefromthatcompany’suseofconsumerdataimpactsthebrand.Findanotherexampleonthewebofacompanywhohashadprivacyissuesthatcouldimpactthebrand(eitherpositivelyornegatively)andexplainwhattheimpactwasandwhy.Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.

WEEKFOUR:Sept11-17DevelopingtheSocialMediaMarketingPlan

FocusonThe4ZonesofSocialMediaThe5thP“Participation”The4PhasesofSocialMedia

ReadingsCh.’s7-8SocialMediaMarketing

Read:SocialMediaBrandingStrategies

Watch“BuildingaBrandThroughSocialMedia”locatedhere:http://www.youtube.com/watch?v=oS8RTgFiGzo

DiscussiontopicRead“BuildingBrandsWithoutMassMedia”fromthe1997(!)HarvardBusinessReviewlocatedhere:

https://hbr.org/1997/01/building-brands-without-mass-media

Chooseoneofthebrandsprofiledinthisstudy.Usingtheweb,howdoesthatbrandusesocialmediatoday?Whatsocialmediachannelsdotheyuse?Howwouldyou,asabrandmanagerforthatproduct,usesocialmediaintoday’sworldtomeetthemarketingobjectivesforthatbrand?Howwouldyourplandifferfromtheplandescribedforthebranddescribedinthearticleandwhatdoyouthinktheimpactwouldbetoday?

Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.SuggestedReading:http://www.clickz.com/clickz/column/2323003/7-things-to-include-in-your-brand-s-social-media-strategyhttp://www.socialmediatoday.com/social-networks/10-strategies-social-media-optimization-and-building-your-brand-social-media

https://www.skyword.com/contentstandard/marketing/10-brands-that-have-perfected-their-social-media-marketing-voice/

WEEKFIVE:Sept18-24WhatisaBrand?Focuson

WhyitaBrandimportant?• Brandconcepts• Brandelements• Brandawareness

ReadingsCh.8EssentialsofMarketingDiscussiontopicReadthisarticleonBrandArchitecturelocatedhere:http://www.brandingstrategyinsider.com/2014/01/brand-architecture-strategy-guide.html-.Uv0X7UJdVtk

Theauthorexplainshowanorganizationcouldfindthatthenumberofbrandsandnamedproductstheyaremanaginghasgrownoutofcontrol.Howcouldsocialmediaaidinmanagingthevariousbrands?Inyourdiscussion,pleasebespecificastowhichSocialMediachannelsyouwouldrecommendforsolvingthisproblem.Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPostresponsetolecturequestion:Thursdayby11PMEST.______________________________________________________________WEEKSIX:Sept25-Oct1TheroleofBrandinginSocialMediaFocuson

ThenewrulesofbrandingintheAgeofSocialMediaImpactonBrandcommunicationsReadingsSocialMediaMarketingCh.5EssentialsofMarketingCh.16TheProblemswithSocialMediaMarketingProtectYourBrandonSocialMediaHowBrandsareTacklingSocialIssueswithSocialMedia(video)https://www.youtube.com/watch?v=yeRSZj-WJRkDiscussiontopicReadthisarticleonCocaColaandContentMarketinglocatedhere:http://bookmarkcontent.com/blog/coca-cola-quit-content-marketing-journey/

Theauthorofthearticlestates“…thisstatementthatgoestotheheartofmyreasoningthattheseefforts(i.e.socialmedia)producelittleinthewayofajustifiablereturn.”Refutetheauthor’sstatement.

Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.BrandselectedforSocialMediaPlantobepostedinCanvasbySaturdayat11pmEST.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET__________________________________________________________________________WEEKSEVENOct2-8

TheAudience

FocusonThepowerofdataUnderstandingmarketsegmentation

ReadingsCh.3:SocialMediaMarketingCh’s4and5:EssentialsofMarketing

BuildYourBrandVoiceonSocialMedia

ResearchandLocateYourAudienceonSocialMediaHowSocialMediaisChangingtheWorld

UserdemographicsforpopularSocialMediachannelshttp://www.pewinternet.org/2016/11/11/social-media-update-2016/

DiscussionTopicRead“SocialMediaandSociety:theGood,theBad,andtheUgly”locatedat:http://www.seochat.com/c/a/social/social-media-and-society-the-good-the-bad-and-the-ugly/

Ofthethreepointsraisedbytheauthor,which,asamarketer/communicator,doyoutendtoagreewith?Explainwhy.Issocialmediagood,bad,oruglyintoday’ssociety?Explainyourreasoningforyouranswer.Whatimpactwouldthathaveonabrand?Forthisexamination,useMcDonald’sasyourbrandunderconsideration.

Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET_______________________________________________________________________WEEKEIGHT—Oct9-15

AligningSocialMediawithMarketing/OrganizationGoals

FocusonMythsofSocialMediaMarketingandBranding

ReadingsCh.9SocialMediaMarketinghttp://www.inc.com/michael-mothner/6-myths-about-social-media-marketing.htmlhttp://online.wsj.com/public/resources/documents/sac_report_11_socialmedia_061114.pdfhttp://www.inc.com/jayson-demers/7-social-media-myths-that-cripple-marketing-campaigns.htmlDiscussiontopicBainandCompanyhaswrittenawhitepaperonputtingSocialMediatoworklocatedhere:http://www.bain.com/publications/articles/putting-social-media-to-work.aspxInthisBainstudy,theauthorssharefivekeyprinciplesindevelopingasuccessfulsocialmediabusinessapproach.ChosetwoofthoseprinciplesandshareanexampleofhowStarbucksCoffeehasmadeuseofthemintheirbrandingefforts.Inyourdiscussion,pleaseaddresswhoStarbucksistargetingwiththeeffort,thechannels(siteslikeFacebookorTwitter),andwhyyouthinkthatchannelwaschosen.Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.

Respondtoatleastoneclassmate:Saturdayby11PMET----------------------------------------------------------------------WEEKNINE—Oct16-22SocialMediaandBrandYOUFocusonTheImportanceofBrandYouinaDigitalWorldReadingsTheTomPetersarticlethatstartedBrandYouin1997locatedhere:http://www.fastcompany.com/28905/brand-called-you

http://www.youtube.com/watch?v=qeHtvuTcy70TedTalk;BuildingaPersonalBrand

UsingSocialMediatoBuildYourPersonalBrand

TheCompleteGuidetoBuildingYourPersonalBrand

http://www.wsj.com/articles/ignoring-linkedin-is-hurting-your-career-1460482905IgnoringLinkedinisHurtingYourCareer

Optional(ButHelpfulforyourcareer!)AppendixCEssentialsofMarketingDiscussiontopicReadForbesarticleonBrandYoulocatedhere:http://www.forbes.com/sites/glennllopis/2013/04/08/personal-branding-is-a-leadership-requirement-not-a-self-promotion-campaign/Discusswhetherornotyouagreewiththepremiseofthearticle:“PersonalBrandingisaLeadershipRequirement,notselfpromotion.”Explainwhyyoufeelasyoudo.WhatchannelsshouldoneuseinbuildingastrongonlineBrandYou?WhattypeofinformationshouldbesharedonthosechannelstobuildanonlineBrandYou?Read,watchlecture,completeCanvashomework(undertheAssignmentstab):byTuesday11PMET.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMET

WEEKTEN:Oct23-29

MeasuringtheImpactofSocialMedia

FocusonROIandotherSocialMediaOutcomes

ReadingCh.10SocialMediaMarketing

Articles:

PleaseseetheCanvasWeek10pagefortwoOraclePDF’sonSocialMediaROIMeasureSocialMediaROIDelightfullyShortGuidetoSocialMediaROI

http://adage.com/article/digital/manage-brand-s-social-life/234309/

DiscussiontopicYouaretheBrandManagerforCokeZero.YourVicePresidentdoesnotbelievethatyoucanprovideanROIforthesocialmediaspendinglevelyouarebudgetingforCokeZero.ShewouldpreferyoureallocatefundsputtingmoreinTVadvertising.Pleaseprepareamemotoherrefutingherbelief.Pleaseincludereferencescitedasanappendixforyourmemo.

Read,watchlecture,completeCanvashomeworkon(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Postresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKELEVEN—Oct30-Nov5

SocialMedia,BrandingandtheConsumer

FocusonTheconsumerisincontrolCustomerservicewithSocialMediaandtheimpactontheBrand

ReadingsSocialMediaMarketing:Chapter95WaysSocialMediaisImpactingCustomerService

Whatcustomersexpectfrombrandsonsocialmedia

WhyDoWeFollowBrandsonSocialMedia?

SocialMediaCustomerServiceStats

DiscussiontopicOnpage287oftheSocialMediaMarketingtextfindExerciseNumber2andcompletetheinstructionsshown.PleaseincludetheURL’sforthefiveYouTubevideosyouusedinyourContentAnalysis.

Toaidyou,readthesearticles:

http://www.socialmediaexaminer.com/social-media-audit/

http://www.youtube.com/watch?v=HUKPf00Z1Ms

Read,watchlecture,completeCanvashomework(undertheAssignmentstab):Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETHootsuiteAcademymustbecompletedbytheendofthisweek.PleaseemailyourcertificatetoBobbySundaynightat11pmEST._______________________________________________________________________WEEKTWELVE—Nov6-12TheFutureofBrandingandSocialMediaFocusonWhatsocialmediameanstobrandinginthefuture.Readinghttp://www.business2community.com/social-media/10-amazing-facts-future-social-media-01625197-1vpU84twSt9IvseA.97

http://www.thedrum.com/news/2015/12/07/what-future-social-media-means-brand-strategies-vice-bbc-and-salesforcehttp://www.fastcompany.com/3054347/the-future-of-work/5-trends-that-will-change-how-companies-use-social-media-in-2016Thereisnohomeworkordiscussiontopicthisweek.

PleasepostyourSocialMediaMarketingPlantotheAssignmentstabasanattachmentbySaturdayat11pmESTthisweek.Ifyouhavechosentocreateyourplanasawebsite(usingWordpressoranotherplatform),pleasesubmittheurlneededtoaccessthesite.

Branding and Social Media Marketing University of Florida Fall 2017 … · 2017-08-15 · Branding...

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