This document provides an overview and introduction to the MKTG 6226F: Social Media for Marketing and Management course. It outlines the key details of the course including the professor, location and contact information. It then summarizes the major components of the course including learning objectives, the participative and collaborative learning experience, assignments and their weightings, and the overall roadmap and timeline of topics to be covered throughout the 12 week class.

1. January 6, 2014
Class 1:
Introduction
Prof = Rob Kozinets
Office - 329N
Secretary = Sheila
Sinclair
Phone = (416) 736-2100
x. 20513
Email =
rkozinets@schulich.yorku.
ca
or rkozinets@gmail.com
MKTG 6226F: Social Media
for Marketing and Management

2. So
How
Do
We
Get
to
Marke/ng?
• What
are
the
key
elements
of
social
media
marke/ng?
• How
can
we
learn
it
in
a
12
week
class?
• What
is
the
core
philosophy,
approach,
and
learning
experience
of
MKTG
6226F?

3. Learning how to do ?
What do I need to know and do
in order to develop a successful
social media marketing plan?

4. Learning new ideas!
How is social media an enabler
that is changing our social
dynamic—for people, business,
other organizations, and
governments alike?

5. 6226F
=
A
HUMAN
Experience

6. MKTG 6226:
Learning Experience
• Classroom Code of Conduct:
a few simple rules
• (1) come on time and
prepared (door will lock),
• (2) take your team work
seriously (prof will check)
• (3) no sidebar comments to
your neighbors (cold call),
• (4) no surfing, email, FB in
class, unless directed—
computers CLOSED, no
exceptions

8. • Course Focus is conceptual as
well as applied
• Mainly a marketing POV, but
extends into management,
strategy, and beyond…
• Doubles down on
fundamentals
• Marketing Products AND
Services
• B2B AND B2C
• Global AND Local
• Start-ups and multinationals
Overall Learning
Experience
• Significant but reasonable
Workload

9. An Informed and Scholarly Learning Experience
• Self-directed learning
• Emphasis on Realism &
Hands-on Experience
• Heavying up on Discussion
• No Exams
• Collaborative & Intense
• Lots of cases
• Lots of examples
• Team project with real-world
emphasis
• Guest speakers
• Many Recommended but not
required Texts…FYI

10. • In-class Participation = 15% of
your final
• 7.5% mid-term
• 7.5% final = 15%
• Cold-calling!
• Be ready, be present, be
interesting
• Social Media Participation =
5%
• Class FB page
• https://www.facebook.com/
groups/136516809740820/
• Also, Twitter and LinkedIn
• Got a blog?
• Share, be relevant, be
present, and reach out!
A Participative
Learning / Experience

11. • Personal Branding Project
(20% of final)
• Individual project
• Begins In-class January
20
• One week take home
afterwards (does not
disadvantage PT
students)
• 500 word report
• Hardcopy due in class
Jan 27
A Personally
Beneficial Learning
Experience

12. A Practical Team Based Experience:
Team Class Leadership Presentation (Feb 24)
• In Teams of 5-7
• 15% of your final grade
• 20 minute in-class presentation plus
5-10 minute Q&A
• Present in Week 7 (Feb 24)
• Bringing social media to life
• Lead class through a learningoriented discussion
• Must also have an online social media
component that recaps and expands
the presentation and content
• Presentation must relate to and
expand course learning
• Can include class handouts
• Example Topics in course outline
• Hardcopy deck due at beginning of
Class 6 (Feb 24)
• We will form groups and topics after
the class introduction

13. • Seven cases in the course
• You must read them all
• Submit all of them (15% of your
final)
• Deliverable due by the
beginning of class
• Due by Turnitin only
• Turnitin Class id = 7427204
• Turnitin enrollment password
= netnography
• On time or a Zero
• Each is focused on a Question
(see CMD)
• 1 page
• 250 words Maximum
• Stay focused
• Basis of much cold-calling, class
participation
A Case Based
Learning
Experience

14. Social Media Marketing
Plan Project
• Social Media Marketing and Communication
Plan
• 30% of your final grade
• Team Project
• Team of 5-6 people
• Deadline for team formation, company, and
hardcopy hand-in mission = Class 3 (Jan 20)
• Your group, your Project Team Leader (PTL)
• You will be working on a specific company
or brand with an actual company with a real
need
• 2 Staged Deliverables:
• 0: Team mission (Feb 3)
• 1: Research and Strategy (March 3)
• 2: Tactical plan w/budget (April 4)
• Presented in class March 31
• Takeaway: fully planned & budgeted new social
media campaign

15. TSN

16. Matchs/ck

17. Custom
Performance
Solu/ons

18. The
Concerned
Kids

19. The Team Mission
• Due Jan 18 2012
• Company / Brand name
• Social Media Campaign
name
• Description of scope of
project
• Industry
• Key Consumers or
Constituents
• Mandate or objectives of
project
• Research plan
• Deliverable = form

20. Roadmap
of
the
course
content
• Big
picture
first:
• Rules
of
engagement
• How
the
game
has
changed
• Marke/ng
• Society
• Business/management
• Week
1
=
the
new
rules
• Week
2
=
the
landscape/ecosystem

21. Roadmap
of
the
course
content
• GeRng
deep
into
marke/ng
2.0
• Personal
branding
• Social
media
research,
like
netnography
&
social
network
analysis
Social
media
monitoring
• Communi/es
and
tribes
• Conversa/ons
• Week
3
=
personal
branding
• Week
4
=
Research
and
Response
• Week
5
=
Rela/ng
and
Conversa/ons

22. Roadmap
of
the
course
content
• GeRng
even
deeper
into
marke/ng
2.0
• Storifica/on
• Social
Narra/ves
• Transmedia
consump/on
• Gamifica/on
• Week
7
=
Storifica/on
and
Transmedia
• Week
8
=
Gamifica/on

23. Roadmap
of
the
course
content
• Delving
into
tac/cs
and
prac/ces
• Co-­‐crea/on
and
consumer
genera/on
• Mobile
marke/ng
• Metrics
• SM
decisions
• SMM
careers
• Week
8
=
Cocrea/on
• Week
9
=
Mobile
• Week
10
=
Metrics
and
decisions
• Week
11
=
SMM
Careers

24. A Responsible Graded
Learning Experience
• Evaluation & feedback are
my priority
• Percentage grades will be
given for all deliverables
(means shared as well)
• By end of term, percentages
are translated into letter
grades
• Ranking is thus your most
important concern
• For elective courses, the
section GPA will be between
a B and a B+