The course is conducted in Chinese but uses English textbook。

*Note1: The course will be taught primarily in Mandarin. But most of the assigned readings are in English. *Note2: Authorization code request rules: Please attend the first lecture if you are interested in adding this course. The instructions to request authorization codes will be given during the class. The number of people we can add to the course depends on the available room we have on the roster. We will prioritize students in the Branding and Customer Management Program, College of Management graduate students, seniors, and juniors, and those who have taken Marketing Management. Please note that the instructor will not respond to requests for authorization codes before the semester starts. Thanks for your cooperation. This course will provide the students with the philosophies, concepts, relevant theoretical background, and some fundamental skills needed to utilize new and constantly evolving social media marketing. Major topics covered in this course are marketing principles and the psychology of social media, content strategy, channel strategy, community building, and brand management. Our approach in this course aims to strike a balance between theory and practical application. In other words, in contrast to the social media workshops available on the web, this course places a stronger emphasis on delving into social media theory, fundamental concepts, and overarching strategies, complemented by practical exercises. This is because the primary objective of this course is not solely to impart fundamental knowledge of prevalent social media strategies, but also to enable students to grasp the factors that render social media impactful in today's landscape. This equips them to anticipate and adapt to future changes within the realm of social media. As a result, this program caters particularly well to two specific student profiles: 1) Individuals who have recently acquired knowledge of marketing principles but possess limited experience in using social media beyond personal usage. 2) Those seeking a comprehensive understanding of the mechanisms behind social media marketing strategies commonly employed by both firms and individuals.

1. Describe how social media marketing fits into the overall marketing plan to help a business, an organization, or a person. 2. Compare social media platforms from the perspective of media characteristics and user demographics and psychographics. 3. Develop a social media strategy for a specific business goal for a particular target audience. 4. Analyze social media performance results and suggest optimization plans.

Grading Components and Percentages 1. Term Project and Assignments 50% 2. Quizzes and Midterm Exam 20% 3. Worksheets and Class Participation 30%