MKTG 6226F 3.

00 Social Media Marketing and

Management

Course Outline
Winter 2015
Thursdays, 11:30-2:30, beginning January 15, 2015
W133

Instructor

Assistant

Robert Kozinets, Professor of Marketing, Schulich Sheila Sinclair

School
Marketing Area
(416) 650-8167
(416) 650-8167
rkozinets@schulich.yorku.ca
ssinclair@schulich.yorku.ca
Office hours: Tuesday, 2:30-4:00 pm and by
appointment

Brief Description
Social media (i.e, Facebook, Twitter, blogs, wikis) are changing society, marketing,
and management. Beginning with an examination of the role of social media, this
course expands into methods for researching and understanding it. We learn
throughout about its strategic business applications. The course concludes with a
focused team project that examines the reality and utility of this new
communication form.
Prerequisites/Corequisites/Course Exclusions: MKTG 5200

Contents
Course Learning Outcomes 2
Deliverables at a Glance 2
Course Material 2
Student Preparation for Class and Class Participation: Expectations 3
Written Assignments/Projects and Exam[s]: Descriptions 6
Evaluation of Written Assignments/Projects and Exams 8
Calculation of Course Grade 8
General Academic Policies: Grading, Academic Honesty, Accommodations and
Exams 8
Quick Reference: Summary of Classes, Activities and Deliverables 10

MKTG 6226F 3.0 p. 2

Course Learning Outcomes

Social networking sites, mobile apps such as Instagram, blogging, and other
interactive uses of information and communications technology are changing the
way people communicate and understand their world. Social media is changing
society, changing the nature of marketing, and changing the way business is
conducted and managed.
In this course, we explore the strategic role of social media in business and
management. The learning objectives of this course are: (1) to introduce Schulich
BBA/iBBA students to the managerial use of social media, particularly in marketing,
(2) to explore the principles of its strategic use, (3) to learn through case and
exercise how to face the strategic and tactical challenges involved in applications of
social media marketing
The course is realistic, applied, intense, and demanding. It also offers cutting
edge theory and thinking. By studying these developing, expanding cutting-edge
techniques in detail, it is expected that students will gain valuable knowledge and
expertise. As with all classes, attendance at discussions and participation is
expected. We will also be sharing online material using a Facebook page that has
been in operation since the beginning of this course. The deliverables for the course
are extensive, and are explained in this document.
The course content is designed to be practical, and to help people pursuing
careers in marketing management, brand management, product management,
human resources/organizational communications, IT businesses, public relations,
advertising, content production, digital marketing, product and service consulting,
as well as those undertaking or involved in entrepreneurial ventures or SMEs
involving social media, advertising, or public relations.

Deliverables at a Glance

Your course grade is a weighted average of class participation, written case

analysis, one individual project, and one multi-stage group project. There is no final
exam in this course.
In the table below, the impact of each task on your final grade for the course is
indicated in the % weight column.
Assignment/Task

Quanti
ty
6

%
Weight
5

Personal branding audit/report

20

Social media marketing group project

Class participation

2
2

10+20
10

Individual hand-in cases

Total
%
30
20
30
20
100%

Author
Individu
al
Individu
al
Team
Individual

For details, see Written Assignments/Projects and Exam[s]: Descriptions (p. 6) and
Evaluation (p. 8).

MKTG 6226F 3.0 p. 3

Course Material

Reading material for the course has been organized in two main locations: a course
package and the course CMD. Every week, you should check the Session-by-Session
Syllabus below for readings and their locations. The course package is the only
required reading for this course.
Course kits are available for purchase from the York University Bookstore.
Reserved readings at the library have been selected from periodicals and journals.
Go to http://www.library.yorku.ca, click on the Reserves tab and type in MKTG
4226 to access these readings.
The Course Materials Database (CMD) has been created within Schulichs Lotus
Notes. It contains general information for Schulich students and information and
materials specific to this course. Check it frequently.

Student Preparation for Class and Class Participation: Expectations

Expect to spend at least 4-5 hours per week preparing for this class and completing
assignments. It is important that you have read the material in the course packet
prior to attending class. In addition, you should familiarize yourself with any data
that we will discuss that day. You will need to check the course web site on the CMD
to obtain data and instructions for both homework assignments and in-class
analysis.
Classroom Etiquette: Slides from the upcoming class will be posted on the CMD.
Laptop use is allowed for in-class data exercises only, under the direction of the
professor. This is the only time when laptop usage is allowed in class. You may not
use laptops for taking notes. As a courtesy to your fellow students, to guest
speakers, and to the professors, use of all other electronic devices (e.g., mobile
phones, tablets) is prohibited unless you receive permission of the professor.
Inappropriate use of electronics will result in expulsion from the class.
Classroom Attendance and Participation: Class participation counts for 15% of
your final grade and is assessed after each class by the professor. Poor attendance
(more than two classes missed without reason/permission) will affect your grade.
Class participation also includes participation in the course Facebook page, which is
assessed at regular intervals throughout the semester. Finally, the in-class exercises
and assignments, given in many of the weeks, will be directly assessed in a random
assignment fashion.
Your Class Participation and Contribution grade will be assigned based upon (1) your
attendance, (2) contributions to in-class discussions (quality as well as quantity), (3)
contributions to the online Facebook page and other relevant social media regarding
the class, and, in terms of quality (4) fluency with and insights on the readings and
central course topics, (5) ability to start and maintain interesting classroom and
online conversations, and (6) your performance when called upon for the class
exercises. You will receive a mid-term class participation grade after Reading Week
to help you assess your performance throughout the semester. This will constitute

MKTG 6226F 3.0 p. 4

7.5% of your final grade. The remaining 7.5% of the grade will be assessed after the
final project is submitted.
Late assignments: Late homework assignments are not accepted. We may
discuss homework assignments in-class the day that they are submitted. In fairness
to everyone in the class, I cannot accept any late assignments. A late homework will
result in a zero for that assignment. There is no way to make up for a missed
assignment; I do not offer additional assignments or extra work in lieu of a missed
assignment. Given these facts, please pay close attention to deadlines. You will find
the homework assignments on the CMD. You are required to submit your completed
assignments on Turnitin. Turnitin course identification information will be given in
the first class. Assignments will be returned electronically via email or Turnitin. To
smooth the return of assignments, please indicate the email address that you
would like the assignment returned to on the front page.
Class-by-Class Syllabus
This course is organized into sections that lead you through the practical steps of
assessing, understanding, and working with large retail datasets in order inform
retail strategy. Each class will run slightly differently, mixing discussion,
assignments, lecture, and guest speaker as needed to maximize learning outcomes.

Topics, readings, and other preparations for every class are listed below. Note:
Because of the rapidly changing nature of this courses topic matter, new,
updated, online material will likely supplement some of the readings for the
course.
Note: If any changes in this schedule become necessary, notifications will be
posted on the course CMD, and when changes need to be announced between
classes, an email will be sent to students Lotus Notes email accounts,
notifying them of the change.

January Introduction
15,
Prep:
2015
1. Review course outline
(Class
2. Get course materials
1)
3. Check out course Facebook page
4. Review course materials
Read:
1. Cluetrain Manifesto (www.Cluetrain.com)
2. Rainie and Wellman (2012), Networked, Chapter 2 (package)
January The Media Ecosystem
22,
Read:
2015
1. The Birth of Wikibrands, from Wikibrands
(Class
2. Social Brand Engagement (GfK MIR), issue available at www.gfkmir.com )
2)
3. The Megaphone Effect in Social Media (GfK MIR)

MKTG 6226F 3.0 p. 5

January Social Media C2C Brand Campaigns

29,
2015
Read:
(Class
1. Brand Positioning, Tybout and Sternthal, from Kellogg on Marketing
3)
2. The Uninvited Brand
3. Lost in Translation (GfK MIR)
Assignment Due:
Ford Fiesta Movement case due

Februar Social Media B2B Brand Campaigns

y 5,
2015
Read:
(Class
1. Creating and Managing Brands, Tybout and Carpenter, from Kellogg on
4)
Marketing
2. The Future of Influence Marketing, from Influence Marketing
3. Social Media for Brand Awareness, in How to Measure Social Media
Assignment Due:
Maersk Case
Februar Social Media and Personal Branding
y 12,
2015
Read:
(Class
1. The Brand Called You (online)
5)
2. The Future of You (online)
3. A New Blueprint for Powerful and Authentic Personal Branding
Assignment Due:
Team Mission statement
Februar Activism and Care
y 19,
Read:
2015
1. Participatory Culture (GfK MIR)
(Class
2. Getting Brand Communities Right (HBR)
6)
Assignment Due:
Personal brand audit/report
United Breaks Guitars case
March
SMM Analytics and Monitoring
5, 2015 Read:

MKTG 6226F 3.0 p. 6

(Class
7)

1. Can You Measure the ROI of Your Social Media Marketing? (Sloan)
2. Social Media Analytics: Making Customer Insights Actionable (IBM)
3. Reasons to Explore Big Data with Social Media Analytics (social media
today.com)
4. Creating Sustainable Digital Experience (GfK MIR)
5. Follow the Connections (GfK MIR)

March
12,
2015
(Class
8)

Netnography
Read:
1. Netnography: The Marketers Secret Weapon
2. Netnography: The Marketers Secret Ingredient
3. Online observation and netnography, from Belk, Fischer, and Kozinets,
QCMR
Assignment Due:
Nivea (A) case

March
19,
2015
(Class
9)

Co-Creation
Read:
1. Inno-tribes: Star Trek as Wikimedia
2. Refining Virtual Co-Creation from a Consumer Perspective, CMR
Assignment Due:
Project Stage 1
Vegemite case

March
26,
2015
(Class
10)

Global Social Media

Read:
1. Thinking Transnationally, from Spreadable Media
2. Diverse Digital Worlds, from Digital Anthropology
Assignment Due:
Decathlon case

April 2,
2015
(Class
11)

Gamification and Play

Read:
1. Beyond Bedlam, Deighton and Kornfeld (GfK MIR)
2. The Benefits of Alternative Realities from Reality is Broken
3. Sustaining Long-Term Customer Engagement, from The Gamification
Revolution
Assignment Due:
Zynga case

MKTG 6226F 3.0 p. 7

April 9,
2015
Final Presentations
(Class
12)
Prepare:
Presentations
April 6, 2015: Stage 2 Report is due

Written Assignments/Projects and Exam[s]: Descriptions

All written assignments are to be completed single-sided, in 12 point New Times
Roman font, double-space. Hardcopy is not required. All written work is to be
submitted either through turnitin.
Due
Date
Various
(see
calenda
r for
dates)

Individual Case Analysis (30% total) (see template on the CMD)

There are 8 case assignments in this class, and you will be responsible for
reading and analyzing all of them. You must also choose 6 to provide a
written analysis and submit it for evaluation. Initial guidelines and
instruction will be provided on the basics of marketing case analysis so
that you can gain confidence and experience with this important aspect
of your management education. This is an individual assignmentno
collaboration is permitted. Your case assignment write-up has a limit of
300 words and is your answer to a directed question. One page
maximum of tables, charts, diagrams or other analytic presentations is
allowed in addition to the 350 words as a one-page Appendix. Each of
your case assignment write-ups be graded on a three point scale only:
excellent, satisfactory, and sub-par. Write-ups are due before the
beginning of class. They can be delivered to the course turnitin.com box
and will be returned, with comments and grade, the same way.

Februar Personal Brand Audit/Report Project (25%) (template will be handed out
y 19,
in class on February 12)
2015
This project consists of a personal brand audit and report, to be discussed
in class on February 3, 2015. At this time, the assignment will be initiated
with a series of in-class exercises. Following this, detailed instructions for
completing the assignment will be given and discussed. The deliverables
will be detailed in the assignment sheet.
Various
(see
calenda
r)

Social Media Marketing group project (25%) (see template on the CMD)
In a 4 or 5 person team (only), you will engage in a detailed social media
marketing project. Your project will be directed at assessing an existing
social media marketing or communications program, and then

MKTG 6226F 3.0 p. 8

Due
Date
recommending alterations to it, or a next generation program to follow it
Team Mission statement: In the first stage your team will identify a
particular company, investigate its social media history and challenges,
and gain approval from the professor to investigate it. This is the Team
Mission statement. The template for the statement is available on the
course CMD. It is due by February 12, 2015. The professor will offer
comments before you can proceed.
Stage 1 Report: Upon gaining approval, the team will use both analytics
and netnography to investigate, report upon, and analyze the 4 Cs of the
online environment: (1) customers, (2) contexts, (3) campaigns, and (4)
competitors. What are the major issues you identify? How will you
address them? You will suggest initial ideas for the next campaign. The
requirements for the Stage 1 report are contained in the SMMP Template,
available on the CMD.
SMMP Class Presentation: For the projects next stage, you will build
upon your findings in the first stage as you plan an actual social media
marketing or communications project for your chosen company. You will
assess problems and then recommend major improvements to the social
media campaign you investigated. What were the major faults of the
campaign? How can they be corrected? From assessments, you will
develop a new and revised strategic plan. After an initial review meeting
with the professor in Week 10 (optional, but highly recommended), you
will work your strategy into a coherent and integrated social media
marketing plan, complete with budget and media spend projections. The
requirements for the Stage 1 report are contained in the SMMP Template,
available on the CMD. It will be presented in class on April 9, 2015.
Stage 2 Report: The report consists of your (amended) slide deck,
social media brief, strategic plan, and budget. The requirements for the
Stage 1 report are contained in the SMMP Template, available on the
CMD. It is due on April 14, 2015.

Evaluation of Written Assignments/Projects and Exams

Homework is a combination of individual with group assignments. In our first class,
you should form a five people to work on the group assignment throughout the
semester. Most groups stay together for all of the course assignments, but this is
your choice. You may switch groups during the quarter, but please make sure that
the professor and group members are aware of any changes to group composition.
Class participation, individual assignments and the group project will be graded with
a percentage grade between 0 and 100. The case deliverables will be graded in a
three point system: excellent (assigned a numerical grade of 90%), satisfactory
(assigned a grade of 70%), sub-par (assigned a grade of 50%).
Occasionally there are issues of free riding within a group. Please try to resolve
these issues within your group and if this fails then please contact the professor as
soon as possible. It is best not to leave these matters for too long.

MKTG 6226F 3.0 p. 9

Calculation of Course Grade

Final grades in this class will follow the usual distribution for electives in
the Schulich MBA, which means that the average grade in this class will be
calculated as 5.7, between a B and B+. In this class, the following process will
determine final course grades. Raw numerical scores will be provided for all
assignments. Means and deviations for all graded assignments will be provided to
students. At the completion of the course, grades will be adjusted to reflect course
averages. Grades will follow a normal distribution.

General Academic Policies: Grading, Academic Honesty,

Accommodations and Exams
Grades at Schulich are based on a 9-value index system. The top grade is A+ (9)
and the minimum passing grade is C- (1). To keep final grades comparable across
courses, elective courses are expected to have a mean grade between 5.2 and 6.2.
For more details on the index, grading policy, and grade point average (GPA)
requirements, see the Student Handbook or the Student Services & International
Relations website:
http://www.schulich.yorku.ca/client/schulich/schulich_lp4w_lnd_webstation.nsf/page/Enrolment+Grades
+and+Convocation!OpenDocument#tabs-2

Academic honesty is fundamental to the integrity of university education and

degree programs, and applies in every course offered at Schulich. Students should
familiarize themselves with York Universitys policy on academic honesty, which
may be found in the Student Handbook and on the Student Services & International
Relations website:
http://www.schulich.yorku.ca/client/schulich/schulich_lp4w_lnd_webstation.nsf/page/Academic+Honest
y!OpenDocument

Accommodations. For accommodations sought due to exam conflicts, religious

reasons, unavoidable absences or disabilities, please refer to the Student Handbook
or contact Student Services.
For counseling & disability services, contact Student Services or see
http://www.yorku.ca/cds/.

MKTG 6226F 3.0 p. 10

Quick Reference: Summary of Classes, Activities and Deliverables

Class No., Title
and Date

In-Class
Case/Exercise

Reading Preparation (excluding

cases and optional readings )

1. Introduction
January 15,
2015

2.
The
Media
Ecosystem
January 22, 2015

Identifying the
players
Targeted Social
Media advertising
exercise

Best and worst

SM Brand
campaigns
Campaigns
January
29,
Ford Fiesta
2015

4. SM B2B
Campaigns
February 5,
2015

Best and worst

campaigns

Maersk case

5. SM &
Personal
Branding
February 12,
2015

Personal
branding
workshop

Activis
m and Care
February 19,
2014

Current activism
example

Movement case

1.

United Breaks
Guitars case

Written
Preparation

Course outline (CMD latest

version)
Course Facebook page (via
email link from Prof)
Cluetrain Manifesto
(www.Cluetrain.com)
Rainie and Wellman (2012),
Networked, Chapter 2
The Birth of Wikibrands,
from Wikibrands
Social Brand Engagement
(GfK MIR)
Lost in Translation (GfK MIR)
Creating Sustainable Digital
Experience (GfK MIR)
Brand Positioning, Tybout
and Sternthal, from Kellogg
on Marketing
The Uninvited Brand
The Future of Influence
Marketing, from Influence
Marketing

Ford Fiesta
Movement Case
Due

Creating and Managing

Brands, Tybout and
Carpenter, from Kellogg on
Marketing

Maersk Case Due

Social media for Brand

Awareness, from How
to Measure Social
Media
The Brand Called You
(online)
The Future of You
(online)
A New Blueprint for
Powerful and Authentic
Personal Branding
Participatory Culture
(GfK MIR)
Getting Brand
Communities Right
(HBR)

Team Mission
statement due

Personal Brand
Audit/Report
United Breaks
Guitars case due

MKTG 6226F 3.0 p. 11

Class No., Title
and Date

In-Class
Case/Exercise

Reading Preparation (excluding

cases and optional readings )

Written
Preparation

NO CLASS FEBRUARY 26 2015 (Reading Week)

2.

Analyti

cs,
Listening,
and
Monitoring
March 5,
2015

Netnogr
aphy
March 12,
2015
3.

Analytics
exercise
LOreal Paris
Case

Can You Measure the

ROI of Your Social
Media Marketing?
(Sloan)

Social Media Analytics:

Making Customer Insights
Actionable (IBM)
Reasons to Explore Big
Data with Social Media
Analytics
(social media
today.com)

Netnography
workshop

Nivea (A) Case

4.
SM
CoCreation
March 19,
2015
10. Global SMM
March 26, 2015

Co-creation
examples

Vegemite case
Decathlon case

11.
Gamification
and Play
April 2, 2015

Gamification
examples

Zynga

12. Final
Presentations
March April 9,
2015

LOreal Paris Case

Due

Netnography: The
Marketers Secret
Weapon
Netnography: The
Marketers Secret
Ingredient
Online observation and
netnography, from Belk,
Fischer, and Kozinets,
QCMR

Nivea Case due

Inno-tribes: Star Trek as

Wikimedia
Refining Virtual Co-Creation
from a Consumer
Perspective, CMR

Project Stage 1
Due

Thinking Transnationally,
from Spreadable Media
Diverse Digital Worlds, from
Digital Anthropology

Decathlon Case
due

Beyond Bedlam, Deighton

and Kornfeld (GfK MIR)
The Benefits of Alternative
Realities from Reality is
Broken
Sustaining Long-Term
Customer Engagement,
from The Gamification
Revolution

Zynga case due

Vegemite case due

None (Stage 2
Report is due on
April 14 2015)

MKTG 6226F 3.0 p. 12