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JOHN CABOT UNIVERSITY
COURSE CODE: "BUS/CMS 361"
COURSE NAME: "Social Networks and Media Management"
SEMESTER & YEAR:
Spring 2019
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SYLLABUS
INSTRUCTOR:
Mackenzie Garrity
EMAIL: [email protected]
HOURS:
TTH 8:30-9:45 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: Junior Standing
OFFICE HOURS:
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COURSE DESCRIPTION:
This course explores the significance of social networks in business and social life. The focus of the course is to critically appreciate social media platforms across a variety of contexts. The course investigates issues related to the management of social media in terms of the strategies and tactics related to successful deployment and cultivation of business/social initiatives and the redefinition of the customer/user as a central element in value creation. Issues related to participatory culture, communication power, collaborative work and production, privacy and surveillance, and political economy of social media are explored in depth through the use of contemporary cases.
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SUMMARY OF COURSE CONTENT:
This course investigates the impact of social media in contemporary business and social activities. It explores how social media redefines the relationships between customers and suppliers of goods and services, and between traditional institutions and constituents. It further reviews social media in a variety of contexts such as political groups, grassroots news media, and fan groups. Both theory and practical application will be incorporated into this course.
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LEARNING OUTCOMES:
By the end of the semester, students should be able to:
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Critically appreciate and analyze social networks and social media.
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Understand how social media affects the strategies and tactics of business organizations.
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Understand the role of social networks and social media in the context of global economic and
political structures.
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Evaluate the ethical issues surrounding social networks and social information, particularly in
relation to privacy and personal information online.
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Create a social media strategy.
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Define the target audience for a social media strategy and generate a focused social media
content plan catered to that audience.
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Demonstrate the creation of a new social media campaign, including creative deliverables.
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Social Media: A Critical Introduction 2nd Edition | Fuchs | Sage | 978-1446257302 | | | | | |
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REQUIRED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| The Art of Social Media | Guy Kawasaki | Penguin Group | B00O4RHN8M | | |
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class participation | | 10% |
| Midterm Exam | | 20% |
| Group Project | A collaborative group project on Social Media Strategy | 45% |
| Individual Assignment | An analytical essay on one of a selected range of topics related to Social Media | 25% |
-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
Absences: More than two unexcused absences may result in up to 10 percent being subtracted from your participation grade. More than three unexcused absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.
Tardiness: students arriving more than 5 minutes late for class will be marked as absent (though they may stay and follow the lesson).
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ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic
dishonesty will receive a failing grade on the work in which the dishonesty occurred.
In addition, acts of academic dishonesty, irrespective of the weight of the assignment,
may result in the student receiving a failing grade in the course. Instances of
academic dishonesty will be reported to the Dean of Academic Affairs. A student
who is reported twice for academic dishonesty is subject to summary dismissal from
the University. In such a case, the Academic Council will then make a recommendation
to the President, who will make the final decision.
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STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap.
Students with approved accommodations must inform their professors at the beginning
of the term. Please see the website for the complete policy.
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SCHEDULE
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1
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Introduction to Course Contents
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2
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Social Media: Key Concepts
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3
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Participatory Culture
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4
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Social Media Economy
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5
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Governments & Social Media
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6
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Attention & Social Media
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7
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Social Media Strategy
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8
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Midterm
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9
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Social Media Strategy Pt. 2
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10
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Practical: Organic Social Media
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11
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Practical: Paid Social Media
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12
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Practical: Content Creation for Social Media |
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13
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Group Project Workday
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14
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Final Review
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