Social Media Marketing: Course Descriptions

About the Certificate Program (main)
Course Descriptions (all)
Academic-Year Courses (Fall, Spring)
About the Instructors

Note: Most courses in this program are either hybrid or 100% online. Please visit www.purchase.edu/online for details.

Social Media Marketing: Strategies and Tactics
Explore the realm of social media marketing and how it is revolutionizing the marketing landscape. Through case studies, discussions, and interactive exercises, learn about the history of communities and how to define and evaluate social media. Examine and assess the roles of the consumer, online communities, crowd sourcing, and the impact of new technologies and changing lifestyles. Identify market leaders and key tools, and learn how to effectively integrate them into your marketing mix.
CBU9051.10
CBU9051.11 (Purchase College employees and alumni, and early registration discount)
Description revised effective Spring 2013 (11/01/12)

Social Media Marketing: Using the Tools of the Trade
How does one create a viral marketing campaign in the digital world? Develop expertise in social media marketing by immersing yourself in practical online applications. Master real-world tools and best practices for effective communications via user-generated platforms and integrate them into your marketing strategies.
CBU9052.10
CBU9052.11 (Purchase College employees and alumni, and early registration discount)
Description revised and prerequisite eliminated, effective Spring 2013 (11/02/12)

Twitter
To Tweet or not to Tweet? There is no question—savvy marketers need to stay on the cutting edge. There is no better way to dynamically connect with audiences than via Twitter. Learn how to tap into this amazing community of people from around the world to find out what they are thinking, feeling, and experiencing. Create and maintain your own Twitter account and messaging. Discover ways to engage the community, build your following, drive communications, and reinforce your brand.
CBU9053.10
CBU9053.11 (Purchase College employees and alumni, and early registration discount)
Prerequisite changed from CBU 9052 to 9051, effective Fall 2012 (4/26/12); title revised and prerequisite eliminated, effective Spring 2013 (11/02/12): formerly Micromarketing: Short But Tweet

Facebook
Discover why Facebook initiatives add substantial value to any marketing campaign. Learn how to create and maximize a Facebook page, how to engage the Facebook community, and how to drive traffic. Explore and evaluate Facebook applications and advertising campaigns, discover why they are effective, and learn how to integrate them into your overall marketing plans.
CBU9054.10
CBU9054.11 (Purchase College employees and alumni, and early registration discount)
Prerequisite changed from CBU 9052 to 9051, effective Fall 2012 (4/25/12); title and description revised and prerequisite eliminated, effective Spring 2013 (11/02/12): formerly Facebook Marketing: Leveraging the Power of Community

Blogging
Considered word-of-mouth on steroids, blogs are a key platform in launching any successful marketing campaign. Marketers can effectively engage their target audiences via honest two-way communication—building credibility, enthusiasm, and customer evangelism along the way. Discover how the blogosphere has changed the face of marketing, advertising, public relations, and content development. Create and maintain your own blog, actively engage in blogger outreach, and integrate these tactics into your overall social network marketing strategies.
CBU9055.10
CBU9055.11 (Purchase College employees and alumni, and early registration discount)
Prerequisite changed from CBU 9052 to 9051, effective Fall 2012 (4/26/12); title revised and prerequisite eliminated effective, Spring 2013 (11/02/12): formerly Building Brands: Blogs—The New Website

Search Engine Marketing
Search engine marketing (SEM) is an effective advertising strategy for increasing your online visibility. Through case studies, discussions, and hands-on practice, learn the fundamentals of organic and paid search, contextual listings, pay- per-click campaigns, and paid inclusion. Create and maintain your own Google and Facebook pay-per-click campaigns, build keyword lists, and optimize copy to drive conversions. Students will be required to fund a $40 advertising campaign on their own charge card.
CBU9057.10
CBU9057.11 (Purchase College employees and alumni, and early registration discount)
Prerequisite changed from CBU 9052 to 9051, effective Fall 2012 (4/26/12); prerequisite eliminated, effective Spring 2013 (11/02/12)

Updated Jan. 17, 2013