MKT 322 Social Media and Marketing

3 unit(s)
This course examines social media as a strategic marketing system built on audience insight, content development, and measurable outcomes rather than simple platform management. Students learn to plan, develop, and integrate organic social media strategies into broader marketing and communication plans by setting objectives, analyzing target audiences, and creating content systems that build brand awareness, trust, and engagement over time. Key topics include audience segmentation, content strategy, platform roles, influencer and community engagement, and performance measurement, with emphasis on the use of artificial intelligence (AI) and emerging technologies for content creation, social listening, personalization, and analytics. Through hands-on projects, students develop and manage real-world social media campaigns using industry tools, while addressing ethical, legal, and macro-environmental considerations such as data privacy and platform dynamics. Corequisite(s): MKT 300.

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