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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Social Media Marketing

While “Management” focuses on community, “Marketing” focuses on conversion. This course explores social media as a performance channel. Students will learn to design data-driven campaigns, master Paid Social (Ads Manager/TikTok Ads), and execute “Social Commerce” strategies. The curriculum emphasizes moving users through a funnel—from a viral hook to a purchase event.

§ 01 By the end you can
  1. Design comprehensive Social Media Marketing strategies aligned with business goals
  2. Master Paid Social: Targeting, Bidding, and Creative Testing (A/B)
  3. Execute "Social Commerce" campaigns (Instagram Shop/TikTok Shop)
  4. Measure ROI using Pixels, Conversion APIs, and UTM parameters
  5. Differentiate strategies for B2B (LinkedIn) vs. B2C (Instagram/TikTok)
§ 02 Sixteen sessions

The whole semester.

  1. 01Social Media Strategy: Organic vs. Paid
  2. 02The Social Funnel: Awareness to Advocacy
  3. 03Content Marketing Matrix: Educate vs. Entertain
  4. 04Visual Storytelling for Conversion
  5. 05Facebook & Instagram Marketing Strategy
  6. 06TikTok & Short-Form Video Marketing
  7. 07Twitter/X & Real-Time Marketing
  8. 08 · MidtermMidterm Examination
  9. 09Paid Social I: Campaign Structure & Objectives
  10. 10Paid Social II: Audience Targeting & Retargeting
  11. 11Influencer Marketing: Contracts & ROI
  12. 12Social Commerce: The In-App Purchase
  13. 13B2B Marketing on LinkedIn
  14. 14Analytics & Attribution: Proving Value
  15. 15The Future: AR Ads & Metaverse Marketing
  16. 16Final Project: The Paid Social Campaign Proposal

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Paid Social Campaign Proposal

How it’s judged

Recommended reading
  1. Social Media Marketing Workbook by Jason McDonald
  2. The End of Marketing by Carlos Gil
  3. Traffic Secrets by Russell Brunson
  4. Instagram Power by Jason Miles
  5. Ultimate Guide to Facebook Advertising by Perry Marshall
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