Prerequisites: (COMM 210 or COMM 211) and COMM 213.
This interactive, hands-on, strategy-meets-execution course is designed to help you think like a social media campaign planner and campaign creator, capable of building insight-driven strategies, selecting platforms, developing creative ideas, and understanding paid/owned/earned dynamics. The goal is that at the end of the semester, you have mastered the fundamentals of consumer behavior on social platforms, strategic campaign development, creative ideation, media planning, and performance management that spans across advertising, public relations, and communication practices.
Outcomes: Develop comprehensive social media strategies based on consumer insights: Students will learn to identify target audiences, uncover behavioral and cultural insights, and translate these findings into high-impact social media campaign strategies; Assess specific platform nuances and audience expectations: No single platform is the same and serves different objectives for brand development. Students will examine how different social media platforms operate -- including their engagement patterns and algorithmic structures that shape content and communication strategies; Map customer journeys and identify high-impact touchpoints: Students will gain experience in mapping consumer paths across platforms and identify moments of opportunity for engagement, influence, and/or conversion within multi-platform journeys; Generate creative content strategies tailored to platform-specific audiences: Students will gain experience in creating platform-specific campaigns that are targeted to specific audiences, delivering on the client's brief expectations; Present professional-level social media campaign recommendations to clients: Students will get firsthand experience in presenting an industry-standard integrated social media campaign program.
This interactive, hands-on, strategy-meets-execution course is designed to help you think like a social media campaign planner and campaign creator, capable of building insight-driven strategies, selecting platforms, developing creative ideas, and understanding paid/owned/earned dynamics. The goal is that at the end of the semester, you have mastered the fundamentals of consumer behavior on social platforms, strategic campaign development, creative ideation, media planning, and performance management that spans across advertising, public relations, and communication practices.
Outcomes: Develop comprehensive social media strategies based on consumer insights: Students will learn to identify target audiences, uncover behavioral and cultural insights, and translate these findings into high-impact social media campaign strategies; Assess specific platform nuances and audience expectations: No single platform is the same and serves different objectives for brand development. Students will examine how different social media platforms operate -- including their engagement patterns and algorithmic structures that shape content and communication strategies; Map customer journeys and identify high-impact touchpoints: Students will gain experience in mapping consumer paths across platforms and identify moments of opportunity for engagement, influence, and/or conversion within multi-platform journeys; Generate creative content strategies tailored to platform-specific audiences: Students will gain experience in creating platform-specific campaigns that are targeted to specific audiences, delivering on the client's brief expectations; Present professional-level social media campaign recommendations to clients: Students will get firsthand experience in presenting an industry-standard integrated social media campaign program.