AC 472 — Social Media for Integrated Marketing Communications
3 credits; 3 lecture hours
This course analyzes social media from a marketing communications strategy perspective, and examines the new media landscape where traditional and social media co-exist. Students learn how social media strategies can be used effectively in marketing communications programs, what social media platforms should/should not be used, how to build engagement and how to measure, track and evaluate performance and effectiveness.
Prerequisite(s): AC 321 and DM 435.
School of Business and Technology Applications accepted for fall and spring. NYSED: 20788 CIP: 09.0903 Students in the Advertising and Marketing Communications major develop integrated marketing communication (IMC) campaigns, media plans, and special events; direct and produce television and radio commercials; and write print ads, press releases, and newspaper and magazine articles. Guided by a faculty of practicing professionals, students acquire the knowledge and skills necessary to apply for positions in the communications industry in advertising management, advertising strategy and creative execution, public relations/publicity, fashion journalism, corporate communications, media planning, electronic media production, IMC management, and brand management. Curriculum below is for the entering class of fall 2022.