BMKT 370 Social Media Marketing

This course examines current trends in social media marketing and provides a broad overview of social media strategy, tactics, metrics, analytics, and tools. Students will participate in social platforms, content creation, and applied projects, integrating social media tactics within a wider marketing strategy. The course addresses generative AI in content production, the creator economy, short-form video, social commerce, paid social advertising, and ethical issues in platform marketing. Students will create a social media marketing plan for a real-world organization.