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Social Media and Marketing

Social Media and Marketing (IMC 641) examines the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Explores popular platforms, such as Twitter and Facebook, that are used to connect with and analyze target audiences.

Upon completing the course, you will complete the following certification:

  • Facebook Blueprint Certification

Course Learning Outcomes

Upon successful completion of IMC 641, students will be able to:

  • Provide a broad overview of social media and the social web.
  • Explain the role of social media in IMC.
  • Research and engage current social media communications channels.
  • Evaluate what companies have done or are currently doing, and learn what makes some social media strategies succeed but others fail.
  • Discuss how consumers interact socially and via word-of-mouth.
  • Discuss the types of information that spread on social media networks, as well as how that information spreads.
  • Evaluate the effectiveness and ROI of a social media plan using appropriate and informative metrics for tracking performance.
  • Understand the importance of trust and transparency in social media marketing.
  • Understand the latest guidelines provided by The Federal Trade Commission.
  • Develop a comprehensive social media marketing plan for a real company or brand.


  • Social Media Marketing: Setting the Stage Understanding the Digital Consumer
  • Building a Strong Foundation: Engagement Principles
  • Social Media Listening Monitoring
  • Social Media Channels
  • Measurement Metrics to Quantify Success
  • Content Development Social Media Engagement
  • Truth, Trust Transparency
  • Wrap-up Week


Kristen Buzan
Profile: Buzan
Karen Freberg
Profile: Freberg
Eric SanInocencio
Profile: SanInocencio