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JOHN CABOT UNIVERSITY

COURSE CODE: "BUS 360"
COURSE NAME: "Social Networks and Media Management"
SEMESTER & YEAR: Spring 2014
SYLLABUS

INSTRUCTOR: Luca La Mesa
EMAIL: [email protected]
 HOURS: T 6:30 PM 9:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: Junior Standing
OFFICE HOURS: On email request
COURSE DESCRIPTION:

The goal of this course is to provide students with a in depth understanding of the significance of Social Networks and their impact on business. Specifically, the aims of the course are :

- Review the economic implications of the rise of Web 2.0 and Social Networks.
- Develop an understanding of how the architecture and the social nature of the Internet facilitate transactions between producers and consumers and among consumers as well.
- Provide the necessary tools in order to assess Return of Investment in Social Networks.

- Assess the most effective Social Media Strategies in many different markets. For instance: Sports, Fashion, Politics, Television.
SUMMARY OF COURSE CONTENT:

Course Description: Social Networks and Media Management aims at exploring strategies of social media management for brands and business organizations. The focus of the course regards not only the aspects of communication with prospects and customers, but also internal processes to perform strategic decisions. Hence, this course analyses every stage required to use social networks for business.

 
Approach: Course Format will consist of a combination of lecture and workshops, encompassing case study analyses and discussions. Final group presentations and group projects will take place at the end of the course. Due to the extremely quick pace at which new technologies influence the subject of this course, new sources and new case studies may be illustrated and shared throughout the semester.

Summary of course content: Social Networks, Web 2.0, Social Media Strategy, E-Business, E-Marketing.

Case Discussion/Preparation: Students will be assigned several cases for analysis, discussion and/or presentation in many different markets: Sports, Fashion, Politics, Television.


Additional sources: 
Online Social Media News: Mashable (http://mashable.com/), AllFacebook.com, Social media Today (http://socialmediatoday.com/), Social Fresh (http://socialfresh.com/), SocialMediaB2B (http://socialmediab2b.com/), Facebook Studio http://www.facebook-studio.com/

Selective Web Sites: Online Business Models (http://digitalenterprise.org/models/models.html), The Definitive Guide to B2B Social Media (http://pages2.marketo.com/social-media-definitive-guide-newmedia.html?comment=onlinead-newmedia-feb2012), Wikinomics (http://www.wikinomics.com/blog/).
LEARNING OUTCOMES:
Students completing this course should be able to:

- Formulate social media strategies evaluating risks and benefits for businesses.
- Be able to work together as team members in social media strategy.
- Understand how the Web potentially influences the internal structure of business organizations.
- Measure the most important metrics in Social Networks.
- Understand legal and ethical issues surrounding online information flow and interaction.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Socialnomics: How Social Media Transforms the Way We Live and Do Business (second edition)Erik QualmanWiley978-1-118-23265-1     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance, Participation, and Strategic Briefings with instructorStudents will work on 4 case studies in different markets during the course. Students may work with up to another student on their chosen project or may select to complete the project on their own. Grades will be determined both by individual contribution, team effort in gathering, and evaluating information on the topic and quality of consultations with the instructor. 30%
Personal BrandingThe professional presence of the student on Social Networks10%
Final Project: Proposal / Social Media Strategy / PresentationThe student/team will work on a final case study with an in-depth, focused analysis of the social media strategy of an existing firm and its closest competitors. The final presentation should focus on best social media strategies in the selected industry and specify return on investment (ROI) and the right metrics to assess the efficiency of social media strategy. Each part will be prepared as a sophisticated, professional quality document. The final presentation will include an oral summary to the class using PowerPoint.30%
Final Exam Includes a combination of open questions, definitions, essay questions, and a case.30%

-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:
Students are expected to attend all scheduled class meetings presented in the course outline. Since success in the field requires a high level of interpersonal skills, grading to a greater extent that in other classes will be based on active class participation with the major emphasis on the quality of your attitude and contribution and not the quantity. If you come to class with the intention of being a “spectator,” than you may expect to see your final course grade lowered by as much as 20%. In this class, students are encouraged and expected to be a part of this class and not apart from it.
 
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

1.      Course Introduction – Overview of aims and learning outcomes

2.      What really is Social Media? World of Mouth goes World of Mouth. We No Longer search for the news – it find us (Exercise)

3.      Facebook, Twitter, Google+, YouTube(Viral Videos), Instagram, Linkedin, Pinterest. Social Media Tools Map.

4.      Facebook ADS – How it works. Best Practices – Exercise. What’s next.

Social Media ROI – The most important metrics on Social Media

5.      Winner and Losers in a 140-character world (Twitter). Case Studies & Exercise.

6.      You as a Social Media Manager: ways to create great Branded content

You & Social Media: “I Care More what my neighbor thinks than what Google thinks”.

7.      Social Media and Sports: AS Roma & the Best soccer teams on Social Media.

8.      Social Media and Sports: MotoGP / SBK / Formula 1 / NBA / NHL

9.      Social Media & Fashion: Top brands on Social Media (exercise)

10.  Social TV: The Rise of the Second Screen

11.  Social Media & Politics. What we can Learn from Politics (Case Study).

12.  STARTUPS: Top Startups to follow. The Italian Scene. Special Guest       

13.  Project Presentations

14.  Project Presentations

15.  Project Presentations