By the end of the course, students will have:
• Evaluated what companies have done or are currently doing, and learn what
makes some marketing communications strategies succeed but others fail;
• Stayed abreast of recent and current trends and innovations in social media;
• Learned about how consumers interact socially, e.g., via word-of-mouth, and what
information spreads/diffuses over social networks and how it spreads;
• Developed a social media strategy for a real brand or company that was
appropriately integrated with overall marketing strategy (i.e., segmentation,
targeting, positioning, marketing mix); and
• Learned how to evaluate the effectiveness of a media campaign using appropriate
and informative metrics for tracking campaign/strategy performance.
