MKT6343 - Social Media Marketing and Insights

MKT 6343 Social Media Marketing and Insights (3 semester credit hours) This course is designed to provide students with a theoretical foundation and working knowledge of social media strategies and tools used by marketing departments and agencies. Students are exposed to best practices in social media marketing for brand awareness improvement, lead generation, customer relationship management, viral campaign, influencer marketing, and Generative AI-assisted content creation. The course also provides a strategic foundation for social media analytics in both B-C and B-B environments, including AI-powered social listening and media analysis, platform selection, attribution and ROI measurement of social media interventions using various metrics. The course includes a hands-on component. Prerequisite: MKT 6301. (3-0) Y