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MKTG 6226F: Social Media for Marketing and Management
January 6, 2014 Class 1: Introduction Prof = Rob Kozinets Office - 329N Secretary = Sheila Sinclair Phone = (416) 736-2100 x. 20513 Email = [email protected] or [email protected]
So How Do We Get to Marke/ng?
• What are the key elements of social media marke/ng?
• How can we learn it in a 12 week class?
• What is the core philosophy, approach, and learning experience of MKTG 6226F?
Learning how to “do”? “What do I need to know and do in order to develop a successful social media marketing plan?”
Learning new ideas!
“How is social media an enabler that is changing our social dynamic—for people, business, other organizations, and governments alike?”
MKTG 6226: Learning Experience
• Classroom Code of Conduct: a few simple rules
• (1) come on time and prepared (door will lock),
• (2) take your team work seriously (prof will check)
• (3) no sidebar comments to your neighbors (cold call),
• (4) no surfing, email, FB in class, unless directed—computers CLOSED, no exceptions
Overall Learning Experience
• Course Focus is conceptual as well as applied
• Mainly a marketing POV, but extends into management, strategy, and beyond…
• Doubles down on fundamentals • Marketing Products AND
Services
• B2B AND B2C
• Global AND Local
• Start-ups and multinationals
• Significant but reasonable Workload
An Informed and Scholarly Learning Experience
• Self-directed learning • Emphasis on Realism & “Hands-on” Experience
• Heavying up on Discussion • No Exams • Collaborative & Intense • Lots of cases • Lots of examples • Team project with real-world
emphasis • Guest speakers • Many Recommended but not
required Texts…FYI
A Participative Learning / Experience
• In-class Participation = 15% of your final • 7.5% mid-term • 7.5% final = 15% • Cold-calling! • Be ready, be present, be
interesting
• Social Media Participation = 5% • Class FB page • https://www.facebook.com/
groups/136516809740820/ • Also, Twitter and LinkedIn • Got a blog? • Share, be relevant, be
present, and reach out!
A Personally Beneficial Learning
Experience
• Personal Branding Project (20% of final)
• Individual project • Begins In-class January
20 • One week take home
afterwards (does not disadvantage PT students)
• 500 word report • Hardcopy due in class
Jan 27
A Practical Team Based Experience: Team Class Leadership Presentation (Feb 24)
• In Teams of 5-7 • 15% of your final grade • 20 minute in-class presentation plus
5-10 minute Q&A • Present in Week 7 (Feb 24) • Bringing social media to life • Lead class through a learning-
oriented discussion • Must also have an online social media
component that recaps and expands the presentation and content
• Presentation must relate to and expand course learning
• Can include class handouts • Example Topics in course outline • Hardcopy deck due at beginning of
Class 6 (Feb 24) • We will form groups and topics after
the class introduction
A Case Based Learning Experience
• Seven cases in the course • You must read them all • Submit all of them (15% of your
final) • Deliverable due by the
beginning of class • Due by Turnitin only • Turnitin Class id = 7427204 • Turnitin enrollment password
= netnography • On time or a Zero • Each is focused on a Question
(see CMD) • 1 page • 250 words Maximum • Stay focused
• Basis of much cold-calling, class participation
Social Media Marketing Plan Project
• Social Media Marketing and Communication Plan
• 30% of your final grade • Team Project • Team of 5-6 people • Deadline for team formation, company, and
hardcopy hand-in mission = Class 3 (Jan 20) • Your group, your Project Team Leader (PTL) • You will be working on a specific company
or brand with an actual company with a real need
• 2 Staged Deliverables: • 0: Team mission (Feb 3) • 1: Research and Strategy (March 3) • 2: Tactical plan w/budget (April 4) • Presented in class March 31
• Takeaway: fully planned & budgeted new social media campaign
The Team Mission
• Due Jan 18 2012 • Company / Brand name • Social Media Campaign
name • Description of scope of
project • Industry • Key Consumers or
Constituents • Mandate or objectives of
project • Research plan • Deliverable = form
Roadmap of the course content
• Big picture first: • Rules of engagement • How the game has changed
• Marke/ng • Society • Business/management • Week 1 = the new rules • Week 2 = the landscape/ecosystem
Roadmap of the course content • GeRng deep into marke/ng
2.0 • Personal branding • Social media research, like
netnography & social network analysis Social media monitoring
• Communi/es and tribes • Conversa/ons • Week 3 = personal branding • Week 4 = Research and
Response • Week 5 = Rela/ng and
Conversa/ons
Roadmap of the course content
• GeRng even deeper into marke/ng 2.0
• Storifica/on • Social Narra/ves • Transmedia consump/on
• Gamifica/on • Week 7 = Storifica/on and Transmedia
• Week 8 = Gamifica/on
Roadmap of the course content • Delving into tac/cs and
prac/ces • Co-‐crea/on and consumer
genera/on • Mobile marke/ng • Metrics • SM decisions • SMM careers • Week 8 = Cocrea/on • Week 9 = Mobile • Week 10 = Metrics and
decisions • Week 11 = SMM Careers
A Responsible Graded Learning Experience
• Evaluation & feedback are my priority
• Percentage grades will be given for all deliverables (means shared as well)
• By end of term, percentages are translated into letter grades
• Ranking is thus your most important concern
• For elective courses, the section GPA will be between a B and a B+