Understanding Your Customer: The Art and Science of Entrepreneurial Marketing

Social Media Marketing

Social media is changing how business is done around the world in almost every industry. The marketing and business worlds are undergoing fundamental changes in how consumers interact with brands and each other. Social media has helped give consumers a voice and connect them with their friends and other like-minded consumers, and it has also opened up numerous new communication channels available for marketers and brands to connect with current and potential customers.

This course will offer you an opportunity to:

• Understand what social media is and how this new type of media and communications technology influences how business and marketing is done
• Understand key principles of “connected consumers” from psychological and sociological perspectives, and how these principles can be leveraged when developing social media marketing strategies

• Develop skill in using the predominant social media tools currently available for business/marketing communication
• Discover innovative uses for social media in a variety of business areas and processes (e.g., new product development and service management)
• Understand how to use various social media channels to publish and disseminate relevant branded content in order to engage consumers and to increase social impact, influence, and value
• Develop a strategic plan for identifying opportunities for using social media in a company