This course introduces students to strategic social media marketing communications, emphasizing how social platforms support business objectives across the customer lifecycle. Students learn to analyze audiences, design platform-specific tactics, produce and distribute content (text, visual, audio, and video), and build measurable campaigns that connect brand strategy to performance metrics.
Through a mix of case studies, hands-on labs, tools practice, and a capstone social media marketing plan, students will develop practical skills in targeting, paid social, influencer partnerships, mobile and content strategies, monitoring and analytics, and ethical use of AI and data. The course prepares students to create, implement, and justify integrated social media campaigns that deliver engagement, conversions, and demonstrable ROI.
This course introduces students to strategic social media marketing communications, emphasizing how social platforms support business objectives across the customer lifecycle. Students learn to analyze audiences, design platform-specific tactics, produce and distribute content (text, visual, audio, and video), and build measurable campaigns that connect brand strategy to performance metrics.
Through a mix of case studies, hands-on labs, tools practice, and a capstone social media marketing plan, students will develop practical skills in targeting, paid social, influencer partnerships, mobile and content strategies, monitoring and analytics, and ethical use of AI and data. The course prepares students to create, implement, and justify integrated social media campaigns that deliver engagement, conversions, and demonstrable ROI.
As entrepreneurs, small businesses and companies seek ways of communicating more effectively and efficiently with their targeted audiences, marketing communicators are continually challenged. In this class we will journey through the principles of advertising and public relations with a focus on the importance of integrated marketing communications (IMC), whereby all marketing communications elements are aligned and “speak with one voice” in delivering consistent messages and influencing action.
Marketing communications, or “marcom” for short, represents the collection of all elements in a company’s marketing mix that facilitate exchange by establishing shared meaning with its customers. The marcom elements include promotion, advertising, sales promotions, public relations, direct marketing, personal selling, and social media/digital marketing. We will examine each of these.
We will cover principles and current examples of IMC communication methods that break through the clutter and reach audiences with interesting and persuasive messages that enhance brand equity and drive sales. We will explore how marcom investments yield a good return on investment.
The design of this course and its primary objective is to enable participants to improve their understanding of the basic mechanics of business operations; manufacturing, marketing and maintaining financial focus in a rapidly changing and competitive market.
You will engage in the assessment of individual organizational leadership skills and be able to more readily decide your choice of the career challenges and awards that management offers.
Upon completion of this course, you will recognize the fundamentals of current management practices, the changing roles of managers and the managed, future trends in worldwide management structures and activities in manufacturing and service organizations.
- Teacher: Yudi Ross
You will learn how and why a good marketing strategy should be drawn from market research and focus on providing value for the target market with the marketing mix: product, place (distribution), promotion and price.
At the conclusion of this class, you should be able to apply marketing concepts to create and sustain customer value. You will work in a collaborative environment to develop good marketing strategies and marketing plans to achieve maximum profit and organizational growth.
- Teacher: Arthur Lyons
This course utilizes computers as a business tool through the use of database spreadsheets, word-processing, and presentation software, along with internet research.
The student will use computing tools to understand the requirements and learn the fundamental architecture and how to operate ae-commerce site. The final project will combine all the learning into a real case, and the students are expected to use Microsoft Word, Microsoft PowerPoint, and other tools as required/desired to produce the final document.
You will learn how and why a good marketing strategy should be drawn from market research and focus on providing value for the target market with the marketing mix: product, place (distribution), promotion and price.
At the conclusion of this class, you should be able to apply marketing concepts to create and sustain customer value. You will work in a collaborative environment to develop good marketing strategies and marketing plans to achieve maximum profit and organizational growth.
- Teacher: Randy Lichtman
- Teacher: Arthur Lyons