Course ID: | MARK 9570. 3 hours. |
Course Title: | Advanced Seminar in New Media and Social Marketing: Theory, Methods, and Outcomes |
Course Description: | Exploration of the theories, concepts, and research in
marketing related to social media. Examines related theories
from social psychology, sociology, marketing, and their
limitations. In addition, we will explore existing research in
marketing on social media phenomena - focusing on
contributions, limitations, and research opportunities. |
Oasis Title: | ADV SEM SOCIAL MARK |
Prerequisite: | Permission of department |
Grading System: | A-F (Traditional) |
|
Course Objectives: | * Develop an understanding of related social psychology
and sociology theories
* Build ability to critically examine the application of
the theories to marketing phenomena and identify
limitations that point to research to research
opportunities
* Examine the research progress in marketing in this
domain and identify gaps in the existing literature
* Learn methods and approaches for conducting research in
this domain
* Gain expertise spanning the full research process from
conceptualizing a research problem to gathering data
to presenting results
* Produce a complete research paper that can serve as the
basis for future submissions |
Topical Outline: | Social Media
Social Identity Theory and Self-Categorization Theory
Word of Mouth and Social Media
Opinion Leaders and Influential Consumers in Social Media
Brand Community
Social Media and Hidden Consumer Behavior
Gathering Data Online: Practice, Challenges and Opportunities
Consumer to Consumer Helping and Social Media
Conducting CSR and CRM in Social Media Environment
Social Media and Rumors |