3 credits
Spring 2026 Lecture Upper Division
This course is designed to orient students towards understanding fundamental social media strategies and tactics. Topics this course cover include online engagement models, interactive MKT, digital storytelling, viral MKT, social currency, influencer MKT, social selling, digital service strategy, and social listening tools. Further, this course examines the structural elements of the digital environment by examining brand communities and digital ecosystems. The capstone project for this course is a practicum that involves students consulting non-profits on their social media strategy. Students will work in groups to complete a social media playbook for their selected non-profit.
Learning Outcomes1Learn how to collect and analyze consumer behavior and sentiment from social media platforms.
2Gain experience in understanding online consumer search terms and related consumer trends.
3Learn to become a marketing manager who would monitor competitors' products and pricing actions on the online space.
4Exposed to the challenges of recent online platforms where websites use dynamic content to increase user interactivities.
Prerequisites
Restrictions
made by Purdue students.