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CONNECTING YOU TO THE FRANKLIN P. PERDUE SCHOOL OF BUSINESS  NOVEMBER 2012
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MKTG 338: Social Media Marketing

How do you teach social media marketing to a group of digital natives who certainly know more about social media than most professors? That’s the challenge for the special topics in marketing class on Social Media Marketing.

The class is fun and fascinating. It includes two hands-on learning activities interspersed with in-depth looks at a variety of social media platforms and their business use and case studies of good (and not so good) approaches companies use to engage customers through social media.

To gain real-world knowledge, students have two applied leaning projects. First, they are building their personal brand online. After creating a ‘toolkit’ that includes business cards and updated resumes, they also take their professionalism online to build or enhance a Linked-in profile, clean up and polish their Facebook presence, and create at least one more platform. They set goals for the month and will measure and evaluate their own success.

Applying social media to the real world of business seems to be a larger challenge. Students understand how to utilize social media in a personal and professional networking capacity. Applying these concepts to customer engagement is a bit more challenging. The second applied learning assignment addresses this concept. Groups of students selected a real client that has interest in social media. This semester, our students engaged six different clients:

  • Atlantic Retreat, a day spa in Berlin
  • The OC Air Show
  • FACE, a non-Profit that works with Street Children in Africa
  • South African Lacrosse Project, bringing sport and education to a community struggling with the AIDS crisis
  • Kuhn’s Jewelers
  • Delmarva Education Foundation, a non-profit that helps individuals find funding for education

The students assess the client’s social media presence, review the skills and resources of the organization, make recommendations, implement a social media plan, and evaluate its effectiveness. Ultimately, each client receives an operations manual so they can continue the progress made and a social media policy.

Pictured here, at the halfway point in the semester, students meet with their clients to review progress and discuss challenges.

(From left) Paula Morris, Sam Greenburg, Ginny Pulos and Dani Hart
Students meet with Hala McIver from FACE
(From left) Paula Morris, Sam Greenburg, Ginny Pulos and Dani Hart
Students meet via phone with Kip Hart from South African Lacrosse project from FACE
(From left) Paula Morris, Sam Greenburg, Ginny Pulos and Dani Hart
(From left) Paula Morris, Sam Greenburg, Ginny Pulos and Dani Hart
Students meet with Terri Street from Atlantic Retreat
(From left) Paula Morris, Sam Greenburg, Ginny Pulos and Dani Hart
(From left) Paula Morris, Sam Greenburg, Ginny Pulos and Dani Hart
Students Skype with Steve Webster from the OC Air Show

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