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COMM 4320 - Integrating Social Media

Social media techniques, including blogs, social networking sites, online video, bookmarking, and mobile marketing are accelerating the velocity of communications: content is now created, published, accessed, consumed and shared in real time. Organizations must evaluate social media techniques and determine how best to incorporate them to achieve their marketing communication objectives.

This course focuses on integrating social media elements into the enterprise-wide marketing strategy. Students will gain first-hand knowledge of various social media techniques through hands-on, practical exercises. Students will also develop their own Social Media Plan emphasizing goal setting, tactics, measurement and implementation. Through online research, case studies, and interaction with industry experts, students will experience the strategic application of social media marketing communication.


Autumn 2014 - Online/Distance (CRN - 5126)

Schedule Information

  • CRN: 5126
  • Instructor: Harben, Victoria
  • Credits: 4
  • Date/Time:
  • Delivery: Online/Distance
  • Location: ONLINE

Required Reading:

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. 4th ed. Scott, David Meerman. Wiley, 2013. ISBN: 9781118488768.

Pre-Class Assignment:

Create a 1-minute intro of yourself using whatever creative media you'd like. This can include podcast, video, infographic, photos, PowerPoint, Prezi—anything! Include your location, personal goals for the course, experience in social media, and your program/concentration. Post in the “Student Lounge” area of the online course.

Please check Canvas one week before class begins for any pre-class assignments;

If you wish to buy your books via the DU bookstore, please check their online site at "the DU Bookstore" to make sure your books are in stock before coming to campus or ordering online.

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