BA 172 - Social Media Marketing

3 Credits
Outline Effective Date: Academic Year 2025/226
Revised Date: Sep 1, 2025
Date Approved: Sep 1, 2025

Lecture Hours: 45

Course Description:
This course teaches students how to take a strategic approach to marketing utilizing social media. This includes learning how to establish strategic goals and objectives and how to implement and monitor a social media marketing plan through both coursework and a hands-on approach. By the end of the course, students are able to demonstrate their knowledge of the social media landscape and how businesses can best market themselves through varying platforms.

Rationale:
This is an approved elective for business diploma programs and is required for the Administrative Professional program. Many businesses struggle with social media because they lack a definite plan. Some businesses are often overwhelmed with the social media landscape and struggle to use the tools available effectively. This course focusses on creating a strategy, objectives, and explores steps to use in evaluating social media activities. Like any form of marketing, a strong strategic plan for social media is required for success. Students learn theories and skills that enable them to create an effective strategy, set objectives, and create a plan to improve his/her company’s social media marketing (SMM).

Prerequisites: None
Corequisites: None

Course Learning Outcomes:
A student who successfully completes the course will have reliably demonstrated the ability to

1.explain why social media is important to businesses around the world.

2.describe types of social media platforms with emphasis on social networking.

3.identify and evaluate the main forms of social media platforms utilized by businesses.

4.describe what SMM tools are and how they can be used.

5.define the key elements of a SMM plan.

6.explain the nature and importance of social media monitoring.

7.determine the most beneficial SMM evaluation tools based on the social media platform.

8.analyze social media analytics and interpret them.

Required Resource Materials:
Barker, Barker, Bormann, Roberts, & Zahay. (2019). Social media marketing: Strategic approach (3rd ed.). Cengage Learning.

Optional Resource Materials:
None

Conduct of Course:
This is a distance education course that is taught using a textbook and various online tools. The course instruction is delivered online through the Desire2Learn (D2L) learning management system. The course is organized into four learning methodologies: (1) textbook readings, (2) online resources, and (3) D2L Learning Activities (4) hands-on social media management experience. Students may be required to access various websites, YouTube videos, and read additional instructional materials as needed. Students must have access to a computer in order to access D2L, e-mail, and online resources. A smartphone with the ability to download social media apps onto it for field-work is required as well.

A course outline is provided on D2L as a guideline for students to complete assigned chapter readings, view videos, and assessments. As this is an online course, students need to be self-disciplined and practice good time-management skills. As in face-to-face courses, students should keep up with assigned readings/videos and come prepared to participate with meaningful contributions to both individual and group activities.

Because this is an online course, attendance is demonstrated by keeping up with readings and assignments, participation in dialogue on the discussion board, and completing course work and assignments to the satisfaction of the instructor.

In cases where illness impedes participation or assessments, the student may be requested to submit a medical certificate.

Content of Course:
This course consists of 4 compulsory units:

Part 1: The Role and Importance of SMM

Part 2: Social Media Platforms and Social Media Networking

Part 3: Marketing: video, photos,

Part 4: SMM plan and monitoring.
Course Assessments:
The final grade is an aggregate of the following components:

Discussions	16%
Assignments	36%
Quizzes	28%
SMM Plan	20%
Total	100%

Grading emphasis is on both content and presentation of content.

All assignments must be submitted on time to D2L.

Official final grades will be available on My Lakeland. Grades posted in D2L should be considered interim grades.

“Lakeland College is committed to the highest academic standards. Students are expected to be familiar with Lakeland College policies related to AC 16.0 - academic conduct, AC 20.0 - student rights and responsibilities, and AC - 15.0 academic integrity procedure and to abide by these policies. Violations of these policies are considered to be serious and may result in suspension or expulsion from the College.”

The final grade is an aggregate of the following components:

Discussions	16%
Assignments	36%
Quizzes	28%
SMM Plan	20%
Total	100%

Grading emphasis is on both content and presentation of content.

All assignments must be submitted on time to D2L.

Official final grades will be available on My Lakeland. Grades posted in D2L should be considered interim grades.

The final grade is an aggregate of the following components:

Discussions	16%
Assignments	36%
Quizzes	28%
SMM Plan	20%
Total	100%

Grading emphasis is on both content and presentation of content.

All assignments must be submitted on time to D2L.

Official final grades will be available on My Lakeland. Grades posted in D2L should be considered interim grades.
“Lakeland College is committed to the highest academic standards. Students are expected to be familiar with Lakeland College policies and to abide by these policies. Violations of these policies are considered to be serious and may result in suspension or expulsion from the College.”

Course Pass Requirements:
A minimum grade of D (50%) (1.00) is required to pass this course.

Letter	F	D	D+	C-	C	C+	B-	B	B+	A-	A	A+
Percent Range	0-49	50-52	53-56	57-59	60-64	65-69	70-74	75-79	80-84	85-89	90-94	95-100
Points	0.00	1.00	1.30	1.70	2.00	2.30	2.70	3.00	3.30	3.70	4.00	4.00

Students must maintain a cumulative grade of C (GPA - Grade Point Average of 2.00) in order to qualify to graduate.

Every effort has been made to ensure that information in this course outline is accurate at the time of publication. Lakeland College reserves the right to change courses if it becomes necessary so that course content remains relevant.

In such cases, the instructor will give students clear and timely notice of changes.

No part of this course outline may be reproduced in any form or resold without written permission from Lakeland College.

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