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SMD201 - Internet Writing and Content Development Strategies

This subject will explore the theory and practice of writing for the social web in its various forms (posts, long and short form narratives, YouTube scripting etc.), for different strategic purposes and with marketing, crisis management and public relations requirements in mind. It will also take a look at the core components of successful and workable content strategies.

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SMD202 - Internet Market Research

Through applied learning, this subject will explore how online qualitative and quantitative data is collected, analyzed, and applied. Topics include segmentation; data collection tools like online focus groups, forum analysis, email and interactive surveys; crowdsourcing research; online research design, concept testing, and analysis. Real case studies and guest lectures will help students grasp concepts and themes on leveraging Internet Market Research.

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SMD203 - Web Mining and Analytics

It is important to measure the effectiveness of social media marketingprograms. This subject will explore the integration of email profile data and web analytics; site recency, frequency, monetary (RFM) analysis; site usage; and Social Media Monitoring and Dashboards. 

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SMD204 - Influence Based Marketing

Influencer marketing is quickly becoming a key pillar in the marketing mix. As consumers change their media consumption habits and the traditional media landscape continues to shrink, social influencers have risen as the new class of persuasive and credible voices, able to sway consumer opinion and drive sales for brands around the globe. This course will take a deep dive into influencer marketing, unpacking the discipline's roots, providing best in class campaign examples and detailing the different types of influencers and the roles they can play in integrated campaigns. Students will learn how to find and vet influencers to maintain brand safety and how to create content that aligns to the consumer decision journey. At the end of the course, students will be able to measure and identify key performance indicators of success, developing their own strategic influencer marketing campaign.

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SMD300 - Social Media Capstone

This Capstone course will require you to combine multiple skills gained throughout the broader program and use them to create an actionable social media marketing plan on behalf of a real client assignment.
In addition, Capstone will include a look at what brands are successfully integrating social media into their brand building efforts and require active participation in assessing their effectiveness through group discussion.  Digital thought leaders will make guest appearances and active engagement will be required.


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FPL299 - Field Placement

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