Syllabus

Schedule

Weekly Dates

Week One: 8/28 – 9/3

Week Two: 9/4 – 9/10

Week Three: 9/11 – 9/17

Week Four: 9/18 – 9/24

Week Five: 9/25 – 10/1

Week Six: 10/2 – 10/8

Week Seven: 10/9 – 10/15

Week Eight: 10/16 – 10/22

Week Nine: 10/23 – 10/29

Week Ten: 10/30 – 11/5

Week Eleven: 11/6 – 11/12

Week Twelve: 11/13 – 11/19

Week Thirteen: 11/20 – 11/26

Week Fourteen: 11/27 – 12/3

Week Fifteen: 12/4 – 12/10

Week Sixteen: 12/11 – 12/15

Major Assignment Due Dates

Syllabus Contract	9/3
Discussions	Every Sunday and Tuesday
Checkpoint Assignment 1: Executive Summary/Overview	9/10
Checkpoint Assignment 2: Competitive/Market Analysis	9/17
Checkpoint Assignment 3: Target Market	9/17
Checkpoint Assignment 4: Goals	9/24
Checkpoint Assignment 5: Selected Social Media Platforms	10/1
Checkpoint Assignment 6: Timeline and Monitoring Plan	10/15
Checkpoint Assignment 7: Budget	10/29
Checkpoint Assignment 8: Return on Investment	11/5
Key Assessment 1: Final Product	11/19
Key Assessment 2: Video Presentation	11/26

 

Week One: Introduction to Social Media Marketing and Brand Development

Weekly Learning Outcomes

• Discuss the importance, history, and myths of social media
• Define a social media plan and explain the steps involved in creating a social media strategy
• Review the components of the Integrated Marketing Communications

Lectures

• Intro to APN 720 Course lecture
• Lecture 1: Introduction to Social Media Marketing and Brand Development

Readings

• Required:
  • Chapters 1 in course text.
  • Kumar, S, Bhaskar, PK. Social media branding and brand image development-Concepts and cases. International Journal of Research in Management & Social Science. 2014; 68 -72
• Recommended: The brand called you. Fast Company Website. https://www.fastcompany.com/28905/brand-called-you

Discussion

• Introductions and First Impressions

Week Two: Understanding the Rules of Engagement in Social Media

Weekly Learning Outcomes

• Develop an executive summary for a fictional brand or company
• Write a mission/vision statement for an Executive Summary for a fictional brand or company

Lectures

• Lecture 2: Understanding the Rules of Engagement in Social Media
• Video: How to Create a Mission and Vision Statement (With Examples) link: https://www.youtube.com/watch?v=pu40g1XN-U4

Readings

• Required: Chapter 4 in course text.
• For Assignment: “Writing a Compelling Executive Summary” and “Composing a Brief Summary” on pages 271-273 in Chapter 15.
• Recommended: Best and Worst Practices Social Media Marketing. Top Rank Marketing Blog Web site. http://www.toprankblog.com/2009/02/best-worst-practices-social-media-marketing/

Assignment

• Checkpoint Assessment #1: Executive Summary/Overview

Week Three: Understanding the Market and Target Audiences

Weekly Learning Outcomes

• Utilize research about audience behavior to define target segments and develop appropriate strategies to achieve marketing objectives
• Identify target audiences and marketing personas
• Assess the competitive market and conduct a SWOT analysis
• Determine the target markets you belong to
• Evaluate the impact of social media marketing in your own life
• Describe the target audience for an IMC plan

Lectures

• Lecture 3: Understanding the Market and Target Audiences

Readings

• Required: Chapters 2 and 3 in course text.
• For Assignment:
  • “Conducting a Competitive Analysis” (on pages 275-278) and “Identifying a Target Market (on pages 280-281) in Chapter 15
  • Greenwood, S, Perrin, A, Duggan, M. Social Media Update 2016. Pew Research Center. 2016. http://www.pewinternet.org/2016/11/11/social-media-update-2016/
  • Brooks, Gail, Heffner, Alan, Henderson, Dave. A SWOT analysis of competitive knowledge from social media for a small start-up business. The Review of Business Information Systems (Online), 18(1). 2014; 23-34.
• Recommended:
  • Vinerean, S, Cetina, L, Dumitrescu, I, Tichindelean, M. The effects of social media marketing on online consumer behavior. International Journal of Business and Management 8 (14). 2013; 66-79. http://dx.doi.org/10.5539/ijbm.v8n14p66
  • An, Jisun, Cho, Hoyoun, Kwak, Haewoon, Ziyaad Hassen, Mohammed, Jansen, Bernard J. Towards automatic persona generation using social media. In Future Internet of Things and Cloud Workshops (FiCloudW), IEEE International Conference on, pp. 206-211. IEEE, 2016. DOI 10.1109/W-FiCloud.2016.51
  • How Cisco achieved 281% ROI with Social Listening. Salesforce Blog Web site. http://blogs.salesforce.com/company/2013/08/cisco-social-listening.html
  • What is Search Engine Optimization? Search Engine Land Web site. http://searchengineland.com/guide/what-is-seo

Assignments

• Checkpoint Assignment # 2: Competitive/Market Analysis
• Checkpoint Assignment #3: Target Market

Discussion

• Target Markets and Rules of Engagement

Week Four: Setting Goals for a Social Media Plan

Weekly Learning Outcomes

• Develop SMART goals that align with the mission and vision of a fictional brand/company

Lectures

• Lecture 4: Setting Goals for a Social Media Plan

Readings

• Required: Chapter 5 in course text

Assignment

• Checkpoint Assignment #4: Goals

Week Five: Selecting Social Media Platforms

Weekly Learning Outcomes

Students will be able to:

• Determine which social media platforms would be best suited for a brand
• Evaluate the social media habits of a target audience
• Determine how various social media platforms might be used to effectively market to your target audience
• Determine the best social media platforms for marketing health/wellness products

Lectures

• Lecture 5: Selecting Social Media Platforms

Readings

• Required: Chapters 6 in course text
• For Assignment: Review Chapter 2 (pgs. 31-39) and “Selecting Platform-Specific Tactics” on pages 282-289 in Chapter 15 of course text.
• Recommended :
  • Levy, A. How to Choose the Best Social Media Platform for Your Business. Entrepreneur. 2013. https://www.entrepreneur.com/article/230020
  • Loss, J, Lindacher, V, Curbach, J. Online social networking sites—a novel setting for health promotion? Health & place 26. 2014; 161-170. http://dx.doi.org/10.1016/j.healthplace.2013.12.012
  • De Choudhury, M, Ringel M, Meredith, White, RW. Seeking and sharing health information online: Comparing search engines and social media. In Proceedings of the 32nd annual ACM conference on Human factors in computing systems, pp. 1365-1376. ACM, 2014.
  • How do I create a page? Facebook Web site. https://www.facebook.com/help/104002523024878
  • Getting started with Twitter. Twitter Web site. https://support.twitter.com/articles/215585

Assignment

• Checkpoint Assignment #5: Selected Social Media Platforms

Discussion

• Social Media Platforms

Week Six: Monitoring Social Media

Weekly Learning Outcomes

• Examine how to evaluate an implemented IMC Plan for quantitative and qualitative outcomes
• Identify and defend how specific insights from Facebook would be useful in monitoring your implemented IMC plan

Lectures

• Lecture 6: Monitoring Social Media

Readings

• Required: Chapter 13 in course text
• Recommended:
  • Facebook Insights. Facebook Web site. https://www.facebook.com/help/178043462360087
  • Google Analytics Web site. https://www.google.com/analytics/#?modal_active=none
  • Google Trends now shows the Web’s obsession in real time. Wired Web site. http://www.wired.com/2015/06/google-trends-real-time/
  • Bartholomew, D (2013) “Unlocking Business Performance” http://www.amecorg.com/wp-content/uploads/2013/06/Social-Media-Valid-Framework2013.pdf
  • Kill Useless Web Metrics: Apply The “Three Layers Of So What” Test. Occam’s Razor Web site. http://www.kaushik.net/avinash/kill-useless-web-metrics-apply-so-what-test/

Discussion

• Monitoring Social Media

Week Seven: Creating a Social Media Timeline

Weekly Learning Outcomes

• Create a timeline for social media marketing efforts
• Develop a monitoring system to evaluate the success of your social marketing plan

Lectures

• Lecture 7: Creating a Social Media Timeline

Readings

• Required: Chapter 14 in course text
• For Assignment:
  • “Monitoring” and “Tuning” (on pages 291-294) in Chapter 15
  • HOW TO: Get Started With Google Analytics. Mashable Web site. http://mashable.com/2011/05/23/how-to-use-google-analytics/#I1nJymiRh8qT
• Recommended:
  • The Complete Guide to Choosing a Content Calendar: Tools, Templates, Tips, and More. Buffer Social Web site. https://blog.bufferapp.com/all-about-content-calendar
  • The Socialdraft Drag & Drop Scheduling Calendar (video). YouTube Web site. https://www.youtube.com/watch?v=TtXAgNDVWvs

Assignment

• Checkpoint Assignment #6: Timeline and Monitoring Plan

Week Eight: Mobile Devices in the Social Media Environment

Weekly Learning Outcomes

• Explain the connections of social media to the mobile environment
• Determine the ways that mobile devices can be used to enhance brand identity
• Describe how mobile devices can be used to market products and services in the health/wellness industry

Readings

• Required: Chapter 12 in course text
• Recommended:
  • Mobile Internet Access Grows Across Age Groups. Marketing Charts Web site. http://www.marketingcharts.com/online/mobile-internet-access-grows-across-age-groups-53034/
  • 90% of US Mobile Internet Time Said Spent in Apps. Marketing Charts Web site. http://www.marketingcharts.com/online/90-of-us-mobile-internet-time-said-spent-in-apps-58693/
  • Smartphone Internet Users’ Leading Mobile Website Access Methods. Marketing Charts Web site. http://www.marketingcharts.com/online/smartphone-internet-users-top-mobile-website-access-methods-50573/

Discussion

• Week 8: Mobile Devices in Branding and Marketing

Week Nine: Creating a Social Media Budget

Weekly Learning Outcomes

• Develop a comprehensive budget for a social media marketing plan

Lectures

• Lecture 8: Creating a Social Media Budget

Readings

• Required: “Budgeting” (on pages 294-298) in Chapter 15
• Recommended:
  • Stefko, Robert, Bacik, Radovan, Fedorko, Richard. Spendings on social media as part of marketing budgets. Polish journal of management studies 8. 2013; 243-250. https://www.infona.pl/resource/bwmeta1.element.baztech-8dc42c71-c77e-4af2-95a4-25dae2df6cb1/content/partDownload/fc272b58-4c25-3c64-8472-e9e2e9e79d0c

Assignment

• Checkpoint Assignment #7: Budget

Week Ten: Understanding Return on Investment (ROI)

Weekly Learning Outcomes

• Calculate a projected Return on Investment (ROI) from the successful implementation of social marketing strategies

Lectures

• Lecture 9: Understanding Return on Investment (ROI)

Readings

• Required:
  • “Calculating Return on Investment” (on page 298) in Chapter 15
  • Hoffman, D, Fodor, M. Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review. 2010. 41-49

Assignment

• Checkpoint Assignment #8: Return on Investment

Week Eleven: Using Social Media Tools to Brand Yourself and Showcase Products/Services

Weekly Learning Outcomes

• Discuss the marketing benefits of blogging, podcasts, webinars, streaming video, photo sharing sites, and video marketing
• Reflect on the challenges inherent in the creation of an audio/visual marketing presentation

Lectures

• Lecture 10: Using Social Media Tools to Brand Yourself and Showcase Products/Services

Readings

• Required: Chapters 7, 8 and 10 in course text

Discussion

• Social Media Tools for Branding

Week Twelve: Final Comprehensive Integrated Marketing Communications (IMC) Plan

Weekly Learning Outcomes

• Develop a comprehensive Integrated Marketing Communications (IMC) plan with targeted objectives and measurable outcomes
• Draw conclusions about the overall plan and vision for incorporating your IMC Plan
• Utilize appropriate metrics to monitor and measure the effectiveness of implemented social media marketing strategies

Readings

• Required
  • Chapter 15 (pages 269-271, 299)

Assignment

• Key Assessment, Part I: Final IMC Plan

Week Thirteen: IMC Plan Presentation

Weekly Learning Outcomes

• Develop a professional visual presentation to showcase an IMC plan

Readings

• Required: Chapters 9 and 11 in course text
• Recommended: Top 10 YouTube tips for small businesses. Mashable Web site. http://mashable.com/2010/04/23/youtube-small-business/#m3L6bIdaSiq3

Assignment

• Key Assessment, Part II: Video Presentation

Week Fourteen: Effectively Communicating on Discussion Boards

Weekly Learning Outcomes

• Assess elements of IMC Plan audio/visual presentations
• Utilize constructive techniques to communicate critical feedback of IMC Plan audio/visual presentations to professional colleagues

Lectures

• Lecture 11: Effectively Communicating on Discussion Boards

Readings

• Required: Fuller, M, Allen, T. Let’s Have a Tweetup: The Case for Using Twitter Professionally. Archives of pathology & laboratory medicine, 140(9), 2016; 956-957. https://doi.org/10.5858/arpa.2016-0172-SA

Discussion

• IMC Plan Presentation Feedback

Week Fifteen: Review of IMC Plan and Social Media to Develop Brand Identity

Weekly Learning Outcomes

• Review the components of an Integrated Marketing Communications Plan
• Review strategies for using social media to develop brand identity

Lectures

• Lecture 12: Review of Developing an IMC plan and using Social Media to Develop Brand Identity

Readings

• Required: Batra, R, Keller, KL, Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80(6), 2016. 122-145. DOI: 10.1509/jm.15.0419

Week Sixteen: Reflection on Nutrition Branding Using Social Media

Weekly Learning Outcomes

• Reflect on what you have learned about nutrition branding using social media

Discussion

• Course Reflection

Student Resources

Online Student Support

Your Student Support Specialist is a resource for you. Please don't hesitate to contact them for assistance, including, but not limited to course planning, current problems or issues in a course, technology concerns, or personal emergencies.

Questions? Visit the Student Support Applied Nutrition page

UNE Libraries:

• Library Access for all students:  Your library login ID and password are the same as the ones you use to log into Blackboard/Brightspace.
• Applied Nutrition Database
• Library Tutorial: Find an article
• Library Questions: Ask a librarian or phone library staff at (207) 602-2361 or (207) 221-4330.

UNE Student Academic Success Center

The Student Academic Success Center (SASC) offers a range of services to support your academic achievement, including tutoring, writing support, test prep and studying strategies, learning style consultations, and many online resources. To make an appointment for tutoring, writing support, or a learning specialist consultation, go to une.tutortrac.com. To access our online resources, including links, guides, and video tutorials, please visit:

• UNE Student Academic Success Center

Information Technology Services (ITS)

• ITS Contact: Toll Free Help Desk 24 hours/7 days per week at 1-877-518-4673

Accommodations

Any student who would like to request, or ask any questions regarding, academic adjustments or accommodations must contact the Student Access Center at (207) 221-4438 or pcstudentaccess@une.edu. Student Access Center staff will evaluate the student's documentation and determine eligibility of accommodation(s) through the Student Access Center registration procedure.

Policies

AMA Writing Style Statement

In keeping with the requirements of the Journal of the Academy of Nutrition and Dietetics and the Journal of Nutrition Education and Behavior, the American Medical Association (AMA) Manual of Style, 11th edition is the required writing format for this course and is available at both UNE libraries under the title "AMA Manual." Additional support for academic writing and AMA format is provided throughout the coursework as well as at the UNE Portal for Online Students.

Online resources: AMA Style Guide

Turnitin Originality Check and Plagiarism Detection Tool

The College of Professional Studies uses Turnitin to help deter plagiarism and to foster the proper attribution of sources. Turnitin provides comparative reports for submitted assignments that reflect similarities in other written works. This can include, but is not limited to, previously submitted assignments, internet articles, research journals, and academic databases.

Make sure to cite your sources appropriately as well as use your own words in synthesizing information from published literature. Webinars and workshops, included early in your coursework, will help guide best practices in AMA citation and academic writing.

You can learn more about Turnitin in the Turnitin Student quick start guide.

Technology Requirements

Please review the technical requirements for UNE Online Graduate Programs: Technical Requirements

Course Evaluation Policy

Course surveys are one of the most important tools that University of New England uses for evaluating the quality of your education, and for providing meaningful feedback to instructors on their teaching. In order to assure that the feedback is both comprehensive and precise, we need to receive it from each student for each course. Evaluation access is distributed via UNE email at the beginning of the last week of the course.

Attendance Policy

Online students are required to submit a graded assignment/discussion prior to Sunday evening at 11:59 pm ET of the first week of the term. If a student does not submit a posting to the graded assignment/discussion prior to Sunday evening at 11:59 pm ET, the student will be automatically dropped from the course for non-participation. Review the full attendance policy.

Late Policy

Assignments: Late assignments will be accepted up to 3 days late; however, there is a 10% grade reduction (from the total points) for the late submission. After three days the assignment will not be accepted.

Discussion posts: If the initial post is submitted late, but still within the discussion board week, there will be a 10% grade reduction from the total discussion grade (e.g., a 3 point discussion will be reduced by 0.3 points). Any posts submitted after the end of the Discussion Board week will not be graded.

Please make every effort ahead of time to contact your instructor and your student support specialist if you are not able to meet an assignment deadline. Arrangements for extenuating circumstances may be considered by faculty.

Student Handbook Online - Policies and Procedures

The policies contained within this document apply to all students in the College of Graduate and Professional Studies. It is each student's responsibility to know the contents of this handbook.

UNE Online Student Handbook

UNE Course Withdrawal

Please contact your student support specialist if you are considering dropping or withdrawing from a course. The last day to drop for 100% tuition refund is the 2nd day of the course. Financial Aid charges may still apply. Students using Financial Aid should contact the Financial Aid Office prior to withdrawing from a course.

Academic Integrity

The University of New England values academic integrity in all aspects of the educational experience. Academic dishonesty in any form undermines this standard and devalues the original contributions of others. It is the responsibility of all members of the University community to actively uphold the integrity of the academy; failure to act, for any reason, is not acceptable. For information about plagiarism and academic misconduct, please visit UNE Plagiarism Policies.

Academic dishonesty includes, but is not limited to the following:

1. Cheating, copying, or the offering or receiving of unauthorized assistance or information.
2. Fabrication or falsification of data, results, or sources for papers or reports.
3. Action which destroys or alters the work of another student.
4. Multiple submissions of the same paper or report for assignments in more than one course without permission of each instructor.
5. Plagiarism, the appropriation of records, research, materials, ideas, or the language of other persons or writers and the submission of them as one's own.

Charges of academic dishonesty will be reviewed by the Program Director. Penalties for students found responsible for violations may depend upon the seriousness and circumstances of the violation, the degree of premeditation involved, and/or the student’s previous record of violations.  Appeal of a decision may be made to the Dean whose decision will be final.  Student appeals will take place through the grievance process outlined in the student handbook.