COURSE NUMBER: MBA267.1
COURSE TITLE: Social Media Marketing
UNITS OF CREDIT: 2 Units
INSTRUCTOR: Zsolt Katona
E-MAIL ADDRESS: zskatona@haas.berkeley.edu
CLASS WEB PAGE LOCATION: http://faculty.haas.berkeley.edu/zskatona/someclass.html
INTRODUCTORY VIDEO FROM INSTRUCTOR: https://www.youtube.com/watch?v=gXFmz2VQO10
MEETING DAY(S)/TIME: Thursday, 2:00PM-4:00PM (First 10-weeks,
8/29-10/31)
·
This
course will be taught in a new hybrid fashion, with some of the above classroom
time substituted with online activities.
·
The
course was originally scheduled from 2:00-5:00PM. It will now meet 2:00-4:00PM only.
·
The
third hour of class time has been replaced by online activities, including
instructional videos and asynchronous discussion.
·
These
activities will be completed at student's own convenience within the given
deadlines of the week.
·
Online
participation will be tracked and will count as part of the class participation
grade.
PREREQUISITE(S): MBA206
CLASS FORMAT: Mix of case discussions,
lectures, exercises, guest speakers, online material, and a group project.
BASIS FOR FINAL GRADE: Mixture of class participation,
individual and group projects.
ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
From a marketing perspective, consumers now have louder voices than they used to,
they are more socially connected than they ever have been, they expect more
from brands, and information reaches them faster than ever before. In light of
these fundamental changes, the overarching goal of this course is to help you
get a clear perspective on what’s really going on in marketing in the age of
social/digital/mobile so that you can start to see where the true value – to
consumers, to marketers, and to other corporate stakeholders – lies. The course
covers a number of topics including
• The differences and interaction
between traditional and social media
• Brand strategies on social media
• Best marketing practices for paid and
unpaid social media
• B2B marketing and social media
Since this is a new topic and the “jury is still out” on
best practices for social media marketing and using social media to support
business operations (e.g., CRM) the emphasis is on covering important
fundamental principles, identifying areas of opportunity, and pointing out challenges
(and developing plans for overcoming challenges).
The class will be one of the first new, hybrid online-offline format classes.
Some of the classroom time will be replaced by online activities, such as
instructional videos exercises, but we will spend most of the allocated time in
the classroom. The online material will serve mostly as a supplement and as
primary tool for lectures and exercises that can be conducted better online.
BIOGRAPHICAL SKETCH: Zsolt Katona is Assistant Professor of
Marketing at the Haas School of Business. Before joining UC Berkeley in 2008,
he received his PhD in Marketing from INSEAD. Prior to that, he had studied
mathematics and he completed a PhD in Computer Science in his country of
origin, Hungary. Zsolt's current research focuses on
how the Internet and especially social media transform marketing. He studies
how the new technologies enabling wide-spread social interaction affect the
firm’s marketing strategies. His research has been published in the top
academic marketing journals including Marketing Science, Management Science,
Journal of Consumer Research and the Journal of Marketing Research.