Course Description

Students develop comprehensive social media marketing campaigns from strategy through ROAS analysis. Course emphasizes critical evaluation of market opportunities, professional campaign documentation, and innovative content creation. Students master goal setting, budget allocation, content calendars, and ROAS projections while creating original campaigns that demonstrate strategic thinking, written communication excellence, and creative problem-solving.

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Athena Title

Social Media Market Strategy

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Equivalent Courses

Not open to students with credit in MARK 4450, MARK 7550, MARK 7550E

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Non-Traditional Format

This course will be taught 95% or more online.

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Prerequisite

MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E

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Grading System

A - F (Traditional)

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Student learning Outcomes

• Upon completion of this course, students will compose a comprehensive campaign strategy document, including situation analysis, goals, objectives, big ideas, and measurement frameworks.
• Upon completion of this course, students will create detailed content calendars with strategically crafted posts that align with campaign objectives and brand voice.
• Upon completion of this course, students will develop professional campaign presentations and ROAS justifications for executive-level stakeholders.

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Topical Outline

• Strategic Foundation & Analysis
• Big Idea Development
• Campaign Architecture
• Content Strategy & Calendar Development
• Budget Planning & ROAS Projection
• Creative Execution
• Measurement Framework
• Campaign Presentation

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