Innovation & Social Media: The Development of a New Integrated Marketing Communications Course presentation at the Marketing Management Association Fall Conference 2011 (http://mmaglobal.org/)

1. Innovation and Social Media: The Development of a New Integrated Marketing Communications Course Sara G. N. Kerr and Mary U. Henderson

2. Overview St. Catherine University Dynamic Expectations Teaching Challenges A New Course Learning Goals Pedagogy Challenges Feedback Next Steps 9/22/11 2 © St. Catherine University

3. School of Business and Leadership Practice Ready Today's employers seek exceptional communicators who think critically and creatively, find innovative solutions to complex problems, and embody ethics and global social awareness in all they do. 9/22/11 © St. Catherine University 3 St. Catherine University educates students to lead and influence.

4. Dynamic Expectations Goal To meet student and employer needs around social media and writing in a dynamic technological environment 9/22/11 © St. Catherine University 4

5. Teaching Challenges Writing Students must write well so they can effectively communicate through various social media tools. Social Media Students must be able to strategically leverage social media in order to compete in the global marketplace. 9/22/11 © St. Catherine University 5

6. A New Course 9/22/11 © St. Catherine University 6 “Integrated Marketing Communications calls for recognizing all touchpoints where the customer may encounter the company and its brands.” Kotler, Phillip and Gary Armstrong. (2012). Principles of Marketing. Upper Saddle River, NJ: Pearson Prentice Hall. Page 412.

7. A New Course: Learning Goals Writing across the marketing communication curriculum in the public sphere of Blogging Social networking (LinkedIn, Facebook) Microblogging (Tweeting) Social bookmarking (Diigo, Delicious, Stumble Upon, etc.). Creating a multidimensional plan for a local business 9/22/11 © St. Catherine University 7

8. Examples 9/22/11 © St. Catherine University 8

9. A New Course: Pedagogy Action Research URLs in the syllabus Diigo bookmarks Private class blog Writing in the Social Medium Public blogs on IMC theory Twitter scripts in the customer voice Google Docs for team projects 9/22/11 © St. Catherine University 9

10. A New Course: Challenges Privacy Currency Creating Pedagogy Technology and Trends Efficient methodology to deliver a plethora of web-only articles 9/22/11 © St. Catherine University 10

11. Feedback Students Integrate Web 2.0 tools in a marketing communications plan Appreciate 140-character communication (i.e. Twitter) Understand personal Internet privacy Utilize the internet to personally brand and market themselves Employers Employ St. Kate’s interns for social media projects Hire St. Kate’s graduates as social media strategists and writers 9/22/11 © St. Catherine University 11

12. Next Steps Ongoing program assessment and incorporation of industry input Multimedia “Hands On” Social Media Seminar Fully explore social media tools Produce and publish podcasts and video channels Explore writing a book on teaching social media for instructors 9/22/11 © St. Catherine University 12

13. Contact Information Dr. Mary U. Henderson Email: muhenderson@stkate.edu Sara G. N. Kerr Email: sgkerr@stkate.edu Twitter: @sara_g_n_kerr LinkedIn: Sara Geneva Noreau Kerr Blog: sara-kerr.com 9/22/11 © St. Catherine University 13