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JOHN CABOT UNIVERSITY

COURSE CODE: "MGT/CMS 361"
COURSE NAME: "Social Networks and Media Management: Practices and Representations"
SEMESTER & YEAR: Fall 2019
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:

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.
SUMMARY OF COURSE CONTENT:

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.

LEARNING OUTCOMES:

By the end of the semester, students should be able to:

  • Critically appreciate and analyze social networks and social media.

  • Understand how social media affects the strategies and tactics of business organizations.

  • Understand the role of social networks and social media in the context of global economic and

    political structures.

  • Evaluate the ethical issues surrounding social networks and social information, particularly in

    relation to privacy and personal information online.

  • Create a social media strategy.

  • Define the target audience for a social media strategy and generate a focused social media

    content plan catered to that audience.

  • Demonstrate the creation of a new social media campaign, including creative deliverables.

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
The Art of Social MediaGuy KawasakiPenguin GroupB00O4RHN8M  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm Exam  20%
Group Project Within a group, you will create a social media strategy for a brand of your choice with professor approval. There will be a written report component and a presentation during the final exam period.35%
Individual Social Media AuditStudents will conduct a two week Social Media Audit on their profiles or those of a business they work with. They will then develop a cohesive online brand based on their findings and create a week long content plan using their insights. 30%
Class ForumThere will be 7 forum questions or prompts spread out through the semester. Every student must post their key insights and respond to the key insights of one other student, either with a thoughtful continuation of the discussion, a dissent of opinion, or a question, before the start of class. Only one forum may be missed without penalty, all following incomplete or missed forums will result in a lower grade. Students will be evaluated on preparation, participation and interaction with other students. 15%

-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:

 


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.
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.

SCHEDULE

Week 1

Class A: Introduction to Social Networks and Media Management

Class B: Understanding the Internet and Social Media (Internet History by Raphael Cohen-Almagor)


Week 2

Class B. Understanding the Internet and Social Media Part 2

Class B: Participatory Culture (Version Daily)


Week 3

Class A: Social Media for Business (Kawasaki Ch. 10)

Class B: Online Business Models (Rappa)


Week 4

Class A: Theory of Branding For Social Media 

Class B: Practical Applications of Branding For Social Media


Week 5

Class A: Social Media Strategy Part 1 (Kawasaki Ch. 2)

Class B: Social Media Strategy Part 2 


Week 6

Class A: Midterm Exam Review

Class B: Midterm Exam


Week 7

Class A: Market Segmentation For Social Media

Class B: The Content Calendar 


Week 8

Class A: Theory of Organic Social Media (Kawasaki Ch. 11)

Class B: Practical Applications of Organic Social Media (Kawasaki Ch. 7, Ch. 9)


Week 9

Class A: Theory of Paid Social Media (Wordstream Ad Targeting)

Class B: Practical Applications of Paid Social Media


Week 10

Class A: Choosing Social Media Platforms

Class B: Choosing Social Media Platforms


Week 11

Class A: Theory of Content Creation For Social Media (Kawasaki Ch. 3, Ch. 5)

Class B: Practical Applications of Content Creation For Social Media (Kawasaki Ch. 9)


Week 12

Class A: Measuring Success: KPIs in the Context of Social Media 

Class B: Group Project Workday 


Week 13

Class A: Theory of Social Customer Relationship Management

Class B: Practical Applications of Social CRM


Week 14

Final Group Presentations During Our Final Exam Block (NO Exam, Just Group Presentations)