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392437: Social Media Marketing
MGMT-X 460.398

  • Summer 2023
  • Section 1
  • 2 Credits
  • 06/26/2023 to 07/30/2023
  • Modified 07/20/2023

Meeting Times

This course is fully online and has no regular live meeting times.  

The course schedule includes a week by week schedule.


Log into Canvas, our online learning management system. Review the course syllabus, connect with the instructor and classmates in the discussion portal.

  • Retrieve course materials, which may include discussion boards, readings and videos, webinars, and other activities.
  • Connect with your instructor with questions about your assignments, your progress, or to gain deeper insights on various topics.
  • Submit your coursework via Canvas for feedback and evaluation.


This course looks at the channels of marketing, advertising, and communication that make up social media and the Web, exploring how these tools fit into a company's traditional integrated marketing strategy. Using case studies and real-world examples from large corporations and small businesses, students explore current examples and future opportunities of how marketing professionals embrace online social networks, user-generated content, and content sharing to create brand awareness and buzz. Learn practical tips and techniques, as well as see the bigger picture to help successfully leverage social media marketing for your own environment and purpose.


This course will examine how marketers are strategically integrating social media into their overall marketing program and how they're measuring its success in digital world. With deeper industry analysis and understanding the competitive landscape, you will learn about the multi-disciplinary approach of managing successful social media for your brand and/or company with a new perspective. 

  • Critically evaluate various social media and determine their uses and drawbacks
  • Understand branding and how brands are perpetuated, enhanced and damaged online
  • Analyze the various stakeholders and how to integrate their needs into a campaign
  • Distinguish between rules, conventions, etiquette, ethics, and best practices
  • Plan a social media marketing campaign to achieve measurable
  • Gain real world insight of social media successes and challenges at well-known brand and corporations
  • Learn about specific social media and digital marketing job roles within organizations


At the completion of this course, you will be able to:

  • Create a social media marketing plan
  • Successfully integrate social media into an overall marketing plan to promote a brand or company awareness
  • Effectively blend social media and digital marketing components with traditional marketing efforts
  • Strategically review and evaluate various social media strategies, approaches, platforms and purposes


Required Reading

You're encouraged to read the following news articles and case studies in addition to the lectures and guest speakers

If you have issues accessing any of these links please let me know and I will provide a hard copy. 


Optional Reading

There are no textbooks in this class because the material changes to quickly but if you'd like to read more around social media marketing, I recommend the following books:

SLASHED: The Ultimate Social Media & Influencer Marketing Guide by Unsah Malik

Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk


  • Class participation by viewing professor's weekly lectures and our guest speaker lectures
  • Participation in Discussions Threads based on guest speaker lectures
  • Quizzes based on required reading, articles and case studies
  • Final Social Media Content Series Project



Course grades will be based on class and group participation, as well as completion of the following assignments:

Types of evaluations and related weights
Type Weight Topic Notes
Participation in Discussion Threads 25%

Participation credit is earned when a student participates in Canvas discussion threads corresponding to the course material. Students must respond to the original question posed in the Discussion Thread and interact with at least one other student's response.

Completion of Quizzes 15%

There are two quizzes based on the required readings. The quizzes will be posted in the corresponding Canvas module along with deadline to submit. Any quiz that is completed and submitted AFTER the deadline will be deducted points for being late in addition to points that may be lost from grading.

Social Media Projects 60%

Social Media Projects

Each student is required to develop three social media projects for a brand chosen by the instructor.

This will include:

1. One social media audit and SWOT analysis based on Ggiata Deli's social strategy (15%)

2. One piece of social media content to promote DiGiorno’s Fully Stuffed Crust Pizza (15%)

3. One cross-channel integrated marketing plan for DiGiorno to promote their Fully Stuffed Crust Pizza (30%)


*The Instructor reserves the right to make changes or modifications to the Final Presentation outline and deliverables throughout and during the course of the term based on the pace of the class and student progression.


Grading Scale

A = 100% to 90% 

B = <90% to 80% 

C = <80% to 73%

F = <73% to 0

Course Policies

Instructor Expectations

  • Attendance: You are expected to attend ALL class sessions. If an absence is unavoidable, please contact the instructor beforehand. Absences are excused only for medical reasons and other emergencies, and you will receive a make-up assignment. More than 2 absences, excused or unexcused, will result in no credit for the course. Being late by more than 30 minutes will result in the loss of two class participation points unless instructor has been contacted beforehand.

  • Preparation: Come to the class prepared. You may be called randomly during class to provide insights on the readings/ and lectures, and will be graded on your readiness to initiate thoughtful conversation and incorporate lessons within this class.

  • Assignments: Weekly assignments are due before the following class. Unless noted otherwise all homework shall be submitted by email or through Canvas. You will be able to submit your assignments up until the last day of class. However, there are no extensions for the class beyond the last day.

  • Critical thinking: In marketing there are few "right" answers: what works for one company at one time might fail for another company or at another time. All assignments will be evaluated on the quality of the reasoning, the level of research, and how well they integrate the lessons. You must demonstrate critical thinking that describes "why" and "how," not just "what."

  • Clarity: Clear communications are essential in marketing. Please make your writing and class presentations comprehensible, professional, and free of egregious errors.

  • Respect: Accord your classmates, guest speakers, and instructor with courtesy. You may certainly question and criticize ideas — indeed, that is encouraged — but never criticize the person.

  • Professionalism: Being a professional does not necessarily mean wearing a suit or checking your personality at the door. For this class (and, hopefully, beyond), professionalism means giving every project and assignment your best effort; living up to your word to your teammates and instructors; being on time and meeting all deadlines; and conducting yourself in a manner appropriate to the policies and culture of a particular environment. Finally, all of us can improve what we do. Regardless of how marketing savvy we are at the beginning of this class, all of us should strive to become even better.

  • Incompletes: The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is your responsibility to discuss with the instructor the possibility of receiving an “I” grade as opposed to a non-passing grade. You are entitled to replace this grade with a passing grade and to receive unit credit provided you complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an “I” does not entitle a student to retake all or any part of the course at a later date.

  • Academic Honesty Policy: Academic dishonesty covers cheating, plagiarism, and fabrication of information. These behaviors are not tolerated. Students are encouraged to familiarize themselves with the UCLA Extension Student Conduct Code and the official statements regarding cheating and plagiarism at In particular, you must understand what constitutes plagiarism, which is a cardinal sin in academia. The penalties for plagiarism are substantial, including an "F" for the course and possible disciplinary action. Copying even one sentence without proper use of quotation marks and reference notes constitutes plagiarism.
  • Creativity: To end this list on a positive note, marketing is the one business discipline where wild leaps of imagination are not only allowed, they're encouraged. Have fun with the assignments, and remember that when it comes to new media marketing, your ideas are what matter most.

Policies and Procedures

  • Academic Integrity Policy: Academic integrity covers behavior in cheating, plagiarism, and fabrication of information. These behaviors are not tolerated. Students are encouraged to familiarize themselves with the UCLA Extension Student Conduct Code and the official statements regarding cheating and plagiarism at: 
  • Assignments: All written work should conform to APA guidelines. Be sure to indicate your name, course name and number, assignment title, and due date. Assignments should be electronically as a Microsoft Word file (.doc or .docx), Richt Text File (.rtf), or Adobe Acrobat file (.pdf) and posted to the appropriate Discussion Board Forum by 11:59 PM (Pacific) on the day on which this syllabus indicates it is due. Note: Any other file type submitted will not be graded, this includes Mac .pages files.
  • Deadlines & Late Work: Your work is late if it is not submitted the day it is due. If your work is posted late but during the week that it is due, you’ll receive full points at the discretion of your instructor. Work submitted beyond that may be accepted at the discretion of your instructor according to the guidelines below. All work must be turned in on time unless other arrangements are made with your instructor.

  • Evaluation: You will be invited to submit an evaluation at the end of class. Your feedback is a vital tool with which your instructor and UCLA Extension can provide a quality education for students. 
  • Grading: Assignments should typically be graded within seven days of their original due date.

About Your Online Assignments

Some course interaction will be handled in the learning management system, Canvas. Within the learning management system, you will access assignments, some quizzes, discussions, and other course materials and tools.

Institutional Policies

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.


The interim grade Incomplete (I) may be approved for a student who has completed the majority of the course requirements, with passing quality (grade C or higher), but is unable to complete a small portion of the coursework by the course end date for good cause. For courses in which an Incomplete may be allowed, approval by the instructor of record and the academic program director is required. The Incomplete grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses.

  • It is the student’s responsibility to petition for an Incomplete by emailing the appropriate academic program department at least one week before the end of the course. The Program Department will initiate the petition process once the email is received.
  • The student, the instructor, the CE/Program Director, and the program staff must complete the petition prior to the final course meeting or before the quarter end date. This process can take up to one week to complete. 
  • The instructor will approve or deny the request. The instructor will provide details on what the student needs to accomplish in order to complete the course, as well as a due date for submitting completed work. The due date cannot exceed the end of the ensuing quarter when a final grade must be reported or the Incomplete lapses to the grade “F,” “NP,” or “U.” Visit UCLA Extension Grading Scale for more information.  

An Incomplete allows the student to complete only work that is outstanding and does not allow prior completed work to be retaken or resubmitted.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. For more information, please view the University’s full Policy on Sexual Harassment and Sexual Violence.

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information, please visit Accessibility and Disability Services.

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns.

Additional Items

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students have access to courses via Canvas for an additional 30 calendar days after the course end date listed in the syllabus (the first 14 days are full access; the rest are read-only).
  • Students are encouraged to download/print content throughout the duration of the course and before the additional 30-day access ends. No further access is possible after the course becomes unavailable.

    To download all your assignment submissions in Canvas, please refer to the online support guide. for more information or contact Canvas Support via the help menu within Canvas.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Academic Technology and Learning Innovation
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 9 PM (Pacific Time), except holidays:

Campus Safety Escorts

For students taking classes held on the UCLA campus and in and around Westwood Village, the UCLA Police Department provides a free walking escort service every day of the year from dusk until 1 a.m. Community Service Officers (CSOs) are available to walk students, faculty, staff members and visitors to and from anywhere on campus, in Westwood Village, and in the village apartments. CSOs are uniformed students who have received special training and are employed by the UCLA Police Department. To obtain an escort, please call (310) 794-9255 and allow 15 to 20 minutes for your escort to arrive. For complete information, see UCLA Evening Escorts.




 Lecture Topic 

Assignments and Homework Due

  • Intro To Always On Marketing
  • Key Terms In Social Media Marketing
  • Organic Vs Paid Marketing
  • Elements Of A Social Media Strategy
  • Guest Speakers video: Square's Jeff Meltz and Good Help Co's Jenny McCoy 


  • Required Reading
  • Quiz 1
  • Discussion Thread



  • Tying Social Efforts To Business Goals
  • Benefits Of Social Media Marketing 
  • Key Metrics To Track
  • Guest Speaker video: Social Strategist Rachel Karten
  • Required Reading
  • Social Audit and SWOT
  • Discussion Thread



  • What Do People Expect From Brands On Social Media
  • How To Find And Connect With Your Social Audience
  • Researching Social Personas
  • Guest Speaker video: Audi's Kelsey Jackson
  • Required Reading
  • Quiz 3
  • Discussion Thread



  • Choosing The Right Social Media Platforms And Content Formats
  • 2022 Marketing Trends
  • Establishing A Social Media Schedule
  • Guest Speaker video: Art Director Kate Terentieva
  • Required Reading
  • Discussion Thread
  • Content Creation Assignment





  • How To Get Started With Influencer Marketing
  • Other 2023 trends: AI and short-form video
  • Guest Speaker video: Business journalist Kaleigh Moore
  • Required Reading
  • Discussion Thread
  • Integrated Marketing Plan Assignment

The Instructor reserves the right to modify and update the class schedule, topics and guest speakers based on pace of the class and progress of the students.