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Mktg 4226: Course Outline- Social Media for Marketing & Management Course: MKTG 4226R Semester: Winter 2014 Title: Social Media for Marketing & Management Instructor Aleem Visram Wednesdays 2:30-5:30pm, W133

Office: N304J Email: avisram@schulich.yorku.ca Office Hours: By appointment Course support: Maria Rizzuto (mrizzuto@schulich.yorku.ca) Brief Description Social media (i.e, Facebook, Twitter, blogs, wikis) are changing society, marketing, and management. Beginning with an examination of the role of social media, this course expands into methods for researching and understanding it. We learn throughout about its strategic business applications. The course concludes with a focused team project that examines the reality and utility of this new communication form.

Prerequisite: SB/MKTG 2030 3.00


Course Objectives This course is designed to introduce you to the cultural terrain of social media, offer you an opportunity to explore its use as a method for marketing and organizational research, consumer-generated innovation and design, and marketing and organization communication, to enable and equip you to converse intelligently and in a disciplined manner about the principal roles of social media in business, and to help you develop an initial understanding of the principal strategic and tactical challenges involved in applications of social media marketing. By the end of this course, you should be able to: 1. Understand what social media is, identify its key characteristics and different types, and understand its relationship to other relevant terms such as Internet marketing, Web 2.0, and word-of-mouth marketing. 2. Demonstrate knowledge about the underlying characteristics of social media, including its historical basis and the reasons why people use it. 3. Get familiar with research techniques and methods that can be applied to social media. This includes understanding how each method works and what types of business and market research questions it can answer. 4. Apply the general rules and guidelines for using social media in marketing and organizational communications, observing the underlying principles guiding their use. 5. Distinguish between marketing problems to which social media are suited for from those to which social media are not appropriate. 6. Evaluate social media communications campaigns in terms of their quality and success.

7. Plan and implement a social media campaign to solve a marketing problem. Organization of the Course This course is organized in four phases: (1) First we explore the role of social media in the life of the marketer and business manager. Because a detailed understanding of the nature of social media is crucial, we begin with a theory and research-based socio-cultural understanding of the foundations of the social movement online. (2) The second phase of the course explores the social web as an opportunity for consumer insight, understanding, and marketing research. In an applied setting and assignment, you will learn the technique of netnography and other related research methods applicable to business and consumer research. (3) In the third phase, through an analysis of business models and companies whose success is based upon these insights, you will proceed to understand how marketing and business management practices transform based upon a careful incorporation of data obtained in social media. (4) The fourth and final phase of the course looks at the opportunities and challenges that social media and online word-of-mouth present for the marketers and business managers of today and tomorrow. Specific topics include: The origins of social media and the online community movement Terminology issues: distinguishing the different types of social media and social media marketing campaigns Similarities and differences between new and traditional media, and between organic and amplified word-of-mouth Cultural and social bases of online community, culture, and tribes Marketing and organization research methods, including online observation, social network analysis, and netnography Building social media communications into marketing strategy and tactics Social Media Metrics: how to measure and track online and offline word-of-mouth and influence Ethical aspects and codes of the industry

The course is realistic, applied, intense, and demanding. By studying these developing, expanding cutting-edge techniques in detail, you can expect to gain valuable knowledge and expertise that is on high demand in the marketplace. As with all classes, attendance and participation is expected. You participation grade will be 10% in class and 5% online on the facebook discussion group. We will use a reading package and online materials to conduct a real-time learning experience that blends theory and practice with talk and action, as well as school and business. The course will also feature guest speakers working in this rapidly growing industry. The course content is designed to be maximally practical, and to help people pursuing careers in marketing management, brand management, product management, human resources/organizational communications, IT businesses, public relations, advertising, content production, digital marketing, product and service consulting, as well as those undertaking or involved in entrepreneurial ventures or SMEs involving social media, advertising, or public relations. Required Course Readings 1. Course Kit (Available for purchase at York University Bookstore) 2. Cases for Class Discussion purchase cases at https://cb.hbsp.harvard.edu/cbmp/access/23512626 After you register, you can get to the coursepack at any time by doing the following: A) Visit hbsp.harvard.edu and log in. B) Click My Coursepacks, and then Social Media Marketing- Winter 2014 Note: Because of the rapidly changing nature of this courses topic matter, new, updated, online material will likely supplement some of the readings for the course.

Assignment Submissions All Assignments (Case Analysis, Individual Class Leadership Report, Group Presentation and Report, etc) are all due via turnitin.com before class on Wednesday, NO EXCEPTIONS. You can join the class by going to www.turnitin.com and searching by course 'Social Media Marketing- Winter 2014' or instructor 'Aleem Visram.' The password is 'socialmedia' (one word, all lower case). Evaluation of Student Performance There are no exams in this course. Final Grades will be based on the following assessments, weighted as indicated below: 1) 2) 3) 4) Class Participation (In Class and online facebook discussion) Individual Class Leadership Individual Case Analyses (2 cases) Social Media Team Project 15% 25% 30% 30%

1) Class Participation and Contribution Two-thirds of your Class Participation and Contribution Grade will be based on your attendance, contributions to in-class debates and discussions, and awareness of issues in required readings (10% of your total mark). The remaining one-third of your class participation and contribution (5% of your total mark) will be based on the quality of your Facebook online discussion postings and discussion comments. You can join the Facebook discussion group by searching: 'Social Media Marketing- Winter 2014' or click this link: https://www.facebook.com/groups/650899854951649/ You will receive a mid-term class participation grade to help you assess your performance throughout the semester. Your participation grade will be assigned based on these factors. If you expect to be late or miss a class, please contact me in advance. You will lose marks for participation if you do not have a valid excuse. 2) Individual Class Leadership The Individual Class Leadership assignment is an opportunity for you to read and study one aspect of social media in detail. For this assignment, you will be responsible for analyzing the topic you chose in the first class. You will also take a leadership position and lead the class through the discussion of that particular topic, incorporating the course readings. Here is how it works: 1) You will work individually on your topic, but you will be required to coordinate efforts with other students who have the same topic. 2) On the day of the class, each student leading that class will briefly introduce and explain his/her topic and related readings. Each presentation will last a maximum of 5 minutes per person. Those leading the same topic (if there are 2 people signed up for the same topic), will need to work together to ensure that their in-class presentation does not overlap. They must also work together to present the topic with different examples (maximum 10 minutes total for both presenters). You are expected to engage the whole class, so make your presentation appealing and interesting to your colleagues! 3) Your brief presentation must be shared in the social media format of your choice. It can take the form of a blog posting, a YouTube video (edited), a SlideShare slideshow, a series of Tweets,a powerpoint or Prezi presentation or a combinations of these. Whatever the format(s), the results must be posted to the course Facebook page so that they are accessible to all members of the class. Comments on the posting will be viewed and assessed by the professor.

4) Finally, a 2 page hardcopy individual summary of your research on the topic is due on the day of your presentation. Please include complete references as these will be shared with the class. Late assignments will not be accepted. Your class presentation and written assignment (700 words or less) will answer the following: 1. What is the definition of your topic or subject? 2. What are some examples of a product or service that executes your topic WELL? Why do you think it is GOOD? 3. What are some examples of a product or service that executes your topic POORLY? Why do you think it is BAD? 4. Provide some guidelines of what companies should do (or not do) with respect to your topic USING RESEARCH SUPPORT. 5. Provide a summary of your recommendations and conclusions (based on your analysis and outside research). 3) Individual Case Analyses There are 4 case assignments in this class, and you will be responsible for reading and analyzing all of them, as they will be discussed in-class. Initial guidelines and instruction will be provided on the basics of marketing case analysis so that you can gain confidence and experience with this important aspect of your management education. You can choose two among these four cases to write up and submit. This is an individual assignmentno collaboration is permitted. Your case assignment write-up has a limit of 700 words, or 2 pages (1.5 spacing, 12 point font, 1 inch margins in all sides) and is your answer to a directed question. Write-ups are due before class via turnitin.com box. Late assignments will not be graded. Your case assignment write-ups are worth 25% of your total final grade and will be assessed based on your analysis and recommendations. 4) Social Media Marketing Project In a 4-5 person team (exceptions need to be discussed with me), you will engage in a detailed social media marketing project. Your project will be directed at developing and presenting a social media marketing program outlined in the first class. Assume a budget of $15,000 CDN. Part 1: The team will analyze the brand strategy, 3Cs (consumer, competition and corporate capabilities) and 4ps (product, place, price, promotion). The team will use netnography and/or other online research techniques to investigate, report upon, and analyze the online environment. This research may include the companys and competitors existing online initiatives. It will definitely include data collection related to the online community activity related to the business or organization and the campaign. In the Team Project Progress Report (due April 9, 2014), you will offer your initial research findings and analysis. Your report should follow this flow and answer the following questions: A. Describe the research 1. What sites did you examine to do your research? 2. What kind of data did you find? 3. What did that data tell you about the campaign? Part 2: For the projects next stage, the team will build upon research findings in the first stage as you plan an actual social media marketing program. After an initial review meeting with the professor in Week 10 (optional, but highly recommended),

you will work your strategy into a coherent and integrated social media marketing plan, complete with budget and media spend projections. Part 3: You will outline how you will measure the effectiveness of the SSM plan and include a short term and long term plan for the campaign and complete Part 4: The team will make a full report to the class in a 20 minute presentation, followed by a brief Q&A/comment session. You will present your completed new Social Media Marketing Plan in class on either March 26 (Group 1-4) or April 2 (Group 5-8) in a 20-minute PowerPoint (or other, such as Prezi) presentation. This presentation will be graded by both your peers and by the Professor and will count for 15% of your final course grade. The presentationconsisting of the PowerPoint deck accompanied by your report with 1-page executive summaryis your complete project deliverable. It is due via softcopy through turnitin.com. The slides from your presentation are due on the date of your presentation. Strict time keeping will be in effect. Depending on the number of groups each group will have 20 minutes to present, with another 10 minutes for questions and class feedback (based on available time). If you wish to use PowerPoint slides, you are responsible for bringing in your own USB key or laptop and quickly and efficiently setting it up at the predetermined time. It is always best to practice your presentation to get the timing right. You do not want to run out of time during your class presentation. Try to limit your presentation to one or two presenters. A sample 20-minute presentation should: Briefly overview the brands competitive assessment (3Cs and 4Ps vs. the competition) (2-3 minutes; 1-2 slides) Describe the research method and highlight the results of your social media research study (3-4 minutes; 1-3 slides) Then, provide details and rationale for your new marketing strategy focusing on the desired target segment and your positioning strategy (3 minutes; 2-3 slides) Then, run in detail through your new social media marketing plan encompassing your new, follow-up campaign, providing interesting details as you go (5-7 minutes; 4-7 slides) Finish by summarizing your key takeaways from the project (your teams learning experience) (1-2 minutes; 1-2 slides)

The Final Project written deliverable will consist of 10 pages double-spaced, exclusive of cover, content list, executive summary and appendices. Use Times New Roman size 12, space 1.5 lines spacing, and 1 inch margins on all sides. Ensure that your financial appendices reflect and are integrated with your detailed written descriptions of social media (and other supporting) marketing tactics and their budgets. Please limit appendices to maximum 10 pages. The report will count for 15% of your final grade. Mutual integration of your market research analysis, strategy, and tactics will be a key differentiator between strong and not-asstrong projects. The written report is due on April 9, 2014 via turnitin.com, no hardcopy please. Your projects will be returned via turnitin.com. File sizes are limited to 5 Megs. You may, of course, wish to accompany your presentation with online, hyperlinked, social media-integrated material. These initiatives and creativity will be rewarded. Recommended Template for Final Report: You are free to write your project in a creative format, and one that interests you. However, the conveyance of certain basic learnings must be covered. The following descriptions are intended as guidelines, and have been found useful by past students of this course. Your written deliverable should cover these major topical categories (plus data appendix) and answer the following questions: 1. Executive Summary: not more than 1 page 2. Strategy Assessment: Who is the consumer target audience? What are the companys strengths, weaknesses, opportunities and threats? How does the company current market their product? Where is the product available, at what price point, what

are the advantages and disadvantages of the product? How does this compare to the competition (Porters 5 Forces, Analysis, 4Ps and 3Cs)? 3. Research Description: Describe your teams research activities. What did you read and examine? What methods did you use? Netnography? Observation? Social network analysis? Interviews? What other sources of information did you consult? Provide references and footnotes of cited secondary research materials, including reports and blogs, in your paper. Provide explicit details of your primary research in your data appendix. 4. Research Findings: Describe the findings of your research analysis. What conclusions did you reach about the social media campaign, and, perhaps, social media in general? What useful facts about consumers and their interactions did you learn from your research? How does the company and competition use social media? 5. New Campaign Marketing Strategy: Based upon your analysis of marketing research, provide your marketing strategy for a new campaign for the same brand (or company). What is the right target segment? What is consumers frame of reference for your new product or service? What are the relevant goals of the members of your segment? What is your point of parity, and your point of difference? What is your positioning statement? Present a detailed positioning analysis, positioning triangles, and positioning statement. 6. New Campaign Tactical Marketing Plan. Carefully drawing from and tying into your positioning statement, provide specific, detailed, budgeted, integrated, and actionable tactics regarding: A. The Social Media campaign itself: including message(s), locations (sites), timelines, and cross-connections, be as detailed as possible (including design elements, if possible); please attempt to make this campaign as actionable as possible from your tactical descriptions B. Additional product or service specifications, features, packaging, experiential, design considerations, and optimum launch date to fit in as part of an integrated campaign, as applicable C. Channel considerations, if applicable D. Metrics: how should the success of your new campaign be measured? How will these measurements be built into the campaign itself? E. Financial Analysis: Provide legitimate and detailed estimates of applicable marketing expenses, costs, and other relevant budgetary items. Provide information about where and how you arrived at your costing data (financial appendices limited to three pages only). F. Metrics: Provide a detailed explanation of how you will measure the effectiveness of your social media marketing campaign. G. Action Plan: Develop a short term (1-6 months) and Long Term (6 months- 2 years) Action Plan. 7. Key Lessons Learned from the Project: Reflect honestly and deeply on the experience of the entire group project. Is social media marketing what you thought it was at the beginning of this course? How is it different (or the same)? Please provide a few bullet points to summarize the non-obvious, subtle, deep takeaways from the project. 8. Data Appendix: Include some important data from your research and research report. This should be data that you have cited and relied upon for important conclusions in the body of your report. Provide screenshots, text files, and copies of the primary research materials you used. You may also provide full references for information and reports you have cited as authoritative (books, magazine articles, journal articles, blog posts, and so on). Schedule of topics and readings CLASS 1- Jan 8: Introduction Course Outline (see web-page version, with other course-relevant web-page documents) Gossieaux, Francois and Edward K. Moran (2010), The Hyper-social Organization: Eclipse your Competition by Leveraging Social Media, Chapter 1: How Did We Get Here? TRUSTe Whitepaper, "The Pros and Cons of Social Media Marketing," 2010, pg 1-7.

CLASS 2- Jan 15: Community & Word-of-Mouth

Dichter, Ernest (1966), How Word-of-Mouth Advertising Works, Harvard Business Review, 16, 147 Fournier, Susan and Lara Lee (2009), Getting Brand Communities Right, Harvard Business Review, April, 105-111. Kaplan, Andrea and Michael Haenlien (2010), Users of the world, unite! The Challenges and opportunities of social media, Business Horizons, 53, 59-68. Deliverable: Team Member List for Final Group Project & topic for individual class leadership assignment Class Presentations: Word of Mouth (WOM) Regulation and norms Brand Communities E-tribes Consumer resistance

CLASS 3- Jan 22: Reputation, Influence, and Spreadability Quantas Airlines Ivey Case W12338 United Breaks Guitars case, HBS, 9-510-057 Bernoff, Josh and Red Shadler (2010), Peer Influence Analysis: Using Social Technologies to Identify Your Businesss Most Influential Customers, except from Empowered: Unleash your Employees Kozinets, Robert V., Kristine de Valck, Andrea Wojnicki and Sarah Wilner (2010), Networked Narratives: Understanding Word-of-mouth Marketing in Online Communities, Journal of Marketing, 74 (March), 71-89. Deliverable: United Breaks Guitars & Quantas Airlines Case

CLASS 4- Jan 29: Social Media Marketing Research Kozinets, Robert V. (2010), Netnography: The Marketers Secret Weapon; White Paper. Kozinets, Robert V. (2010), Netnography: Doing Ethnographic Research Online. Sage: London, Chapter 3. Researching Online: Methods

Class presentations: How to go viral, Social network analysis Brand Advocates Blogging for business; Forums

CLASS 5- Feb 5: Managing Social Media 1: Market Strategy & Content Marketing Susan Ritter, Four Things to Consider When Promoting Your SEO Content, Marketing Profs: http://www.marketingprofs.com/articles/2013/11631/content-marketing-four-things-to-consider-when-promotingyour-seo-content#ixzz2hIzTLUxX Veronica Marie Jarski: A Guide to Marketing Genius: Content Marketing Infographic, Marketing Profs: Gupta, Armstrong, and Clayton (2010), Social Media. HBS Reading # 9-510-095

http://www.marketingprofs.com/chirp/2013/11084/a-guide-to-marketing-genius-content-marketing-infographic

"Content Marketing: from Creation to Conversion- promoting content to the right audience", Marketo, 2012

Class presentations: SMM for small businesses Time & frequency in SMM Promotions & samples on SMM SM brand portfolios Content Marketing on SM

CLASS 6- Feb 12: Sites of the Social 1: SNS & Microblogs Case: Twitter, HBS Case # 9-710-455 Solis, Brian (2010), Engage, Chapter 21: The Social Marketing Compass: Creating a Social Media Plan, p. 268-280. Marketing Profs, "How to be Twitter Superfly in 12 Simple Steps," (2010) Pg 1-16 Deliverable: Twitter Case Analysis

BBA/ iBBA reading week- Feb 19- NO CLASS CLASS 7- Feb 26: Managing Social Media 2: Narrative Strategy, Storytelling and Transmedia Nudd, Tim, 7 Basic Stories: Which One is Your Brand Telling? Ad Week: http://m.adweek.com/news/advertisingbranding/7-basic-types-stories-which-one-your-brand-telling-144164 Jenkins, Henry (2007), Convergence Culture: When Old and New Media Collide, Chapter 3: Searching for the Origami Unicorn: The Matrix and Transmedia Storytelling Brown, Stephen, Robert V. Kozinets, and John F. Sherry, Jr. (2003) Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning, Journal of Marketing, 67 (July) 19-33.

Class presentations: Transmedia Brand narratives Storytelling and SMM Retrobranding and SMM

CLASS 8- Mar 5: Sites of the Social 2: YouTube, User-Generated Content (UGC), and Innovation Case Analysis: Social Media Content Strategy at Ayojak, Ivey Case #W12831 Fissel, Jeff: Six Ways to Make Your Video Strategy More Social, Marketing Profs: http://www.marketingprofs.com/articles/2012/9404/six-ways-to-make-your-video-strategy-moresocial#ixzz2AysZmJ00 Fller, Johann, Gregor Jawecki, and Hans Mhlbacher (2006), "Innovation Creation by Online Basketball Communities," Journal of Business Research, 60 (1), 60-71. Kozinets, Robert V., Hemetsberger, Andrea and Hope Schau (2008), The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing, Journal of Macromarketing, 28 (December), 339-354.

Class presentations:

International Social Networking Sites (SNS) Prosumers User Generated Content (UGC) Crowdsourcing Crowdfunding Deliverable: Ayojak Case Analysis

CLASS 9- Mar 12: Sites of the Social 3: Mobile Marketing Nanji, Ayaz: How Marketers Are Approaching Mobile in 2013, Marketing Profs: http://www.marketingprofs.com/charts/2013/11192/how-marketers-are-using-mobile-in-2013#ixzz2hJJm855r Lobard, Andy: Five Steps to Highly Social Mobile Campaigns, Marketing Profs: http://www.marketingprofs.com/articles/2013/11721/five-steps-to-highly-effective-social-mobilecampaigns#ixzz2hJMpFONI Julie Ask and Charles Golvin, "A Strategic Approach to Mobile Strategy," (Forrester Research, May 2012), pg 1-12 Kozinets, Robert V., Frank-Martin Belz, and Pierre McDonagh (forthcoming), Social Media for Social Change, in David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie L. Ozanne, eds. Transformative Consumer Research to Benefit Global Welfare, Routledge: London. Class Presentations: Mobile SMM Four Square Pinterest Instagram Linked In

CLASS 10- Mar 19: Making the Numbers: Metrics and a New Decisions Case: Old Spice Social Media (to be posted on CMD) Tsai, Jessica (2009), Taking the Measure of Social Media, Customer Relationship Management, July, 17-18. Hoffman, Donna and Fodor, Mark (2010), Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review, Fall 2010. Class Presentations: Measuring SMM Attention Measuring SMM Attitudes Measuring SMM Actions (ROI) Search Engine Optimization (SEO) Deliverable: Old Spice Case Analysis

CLASS 11- March 26: Social Media Marketing Presentations Groups #14 present CLASS 12- April 2: Social Media Marketing Presentations

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Groups #5-8 present Written Deliverable Due April 9th before midnight via TurnitIn (with Peer Evaluation Forms).

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Class Date 1 Jan 8 2 Jan 15

Topic Introduction

Case Analysis

Class Leadership Presentations Assign teams and readings for Class Leadership Project & SMM teams Word of Mouth Regulations in SMM Brand Communities E-tribes Consumer resistance

Guest Speaker

Community and Word of Mouth

Eugene Miretsky, Founder, Vouch Poonam Kaur Billing, Blogger, Fashion Magazine Elana Safrosky, Online Editor, HGTV and Shaw Media Allison Saretsky & Sarah Dawley, Digital Marketing Managers, Bell Media Graeme Switzer, Digital Media Manager, Molson Canada Robert Kozinets, Author Netnography & Consumer Tribes Samira Dossani, Account Manager, Google Kobi Gulersen, Social Media Director, Master Card Aaron Levenstadt, Founder, Digital Shift Marketing

Assignment DUE - Choose topic for Class Leadership - Form SMM project teams Submit list of teams for Group Project - Case Report due (if chosen)

3 Jan 22

Reputation, Influence, and Spreadability

Quantas Airlines & United Breaks Guitars How to go viral Social Network Analysis Brand Advocates in SMM Blogging for business Forums SMM for small businesses Time & Frequency of SMS Promotions on SM SM brand portfolios Content Marketing on SM Twitter

4 Jan 29

Social Media Marketing Research: Netnography

5 Feb 5

Managing Social Media 1: Market Strategy & Content Creation

6 Feb 12

Sites of the Social 1: Social Network Sites (SNS) & Microblogs

- Case Report due (if chosen)

Feb 19 7 Feb 26

READING WEEK Managing Social Media 2: Narrative Strategy, storytelling and transmedia

READING WEEK Transmedia Brand narratives Storytelling Retrobranding in SMM Ayojak International SNS Prosumers User generated Content Crowd Sourcing Crowd Funding Mobile SMM Linked In Foursquare Pinterest Instagram Measuring SMM Attention Measuring SMM Attitudes Measuring SMM Actions SEO

READING WEEK

8 Mar 5

Sites of the Social 2: YouTube, User-Gen, and Innovation Sites of the Social 3: Mobile Marketing

- Case Report due (if chosen)

9 Mar 12

10 Mar 19

Making the Numbers: Metrics and a New Decisions

Old Spice

- Case Report due (if chosen)

11 Mar 26 12 April 2 April 9

Social Media Marketing team project PresentationsGroup 1-4 SMM team project Presentations Group 5-8 SMM Group Project Report DUE

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Grading Grades in this class will follow the usual distribution for BBA/iBBA electives. I will use percentage grades for all assignments (including class participation) and will translate percentages into specific letter grades by the end of the term, considering the class distribution. Please note that this is in accordance to Schulich grading policy as described in the BBA/iBBA Academic Handbook: A+ A B+ B 9 grade points 8 7 6 C+ C D+ D F 5 4 3 2 0

The letter grades that can be awarded are A+ through D (passing grades) and F. There are no minus grades in Yorks undergraduate grading scheme. In addition, Schulich does not use the E grade [marginally failing] that is used in other York degree programs, Students must maintain a cumulative GPA across all courses taken of at least 5.0 to remain in good standing and continue in the program, and to qualify for their degree. Schulich grading guidelines mandate a section GPA of between 5.5 and 7.0. If an instructor elects to use numerical or percentage grades when grading term work or examinations, Schulich grading policy does not require a preset translation of percentages into specific letter grades. Academic Honesty Academic honesty is fundamental to the integrity of university education and degree programs. The Schulich School will investigate and will act to enforce academic honesty policies where apparent violations occur. Students should familiarize themselves with York Universitys policy on academic honesty. It is printed in full in your student handbook and can also viewed on-line on the Schulich website, clicking through as indicated:
Schulich website Programs Bachelors Degree BBA Student Resources Academic Honesty Policy

While academic dishonesty can take many forms, there are several forms of which students should be highly aware because they are the ones that are most likely to occur in the context of a specific course. [1] Plagiarism. Plagiarism is the presentation of information, ideas, or analysis generated by other people as being your own. It includes direct quotations as well a substantive paraphrases where the course of that information or idea is not clearly identified to the reader. Students should be careful to present their written work in a way that makes it completely clear in each and every cases where a quotation, a paraphrase, or an analysis is based on the work of other people. (This includes information from all sources, including websites.) [2] Cheating. Cheating is an attempt to gain an unfair advantage in an evaluation. Examples of such violations include (but are not limited to) consulting prohibited materials during an examination or copying from another student. [3] Failure to follow limitations on collaborative work with other students in preparing academic assignments. Each class differs in the mix of assignments and group-versus-individual preparation that is allowed. The instructor will make clear the extent of collaboration among students that is acceptable among students on various pieces of assigned work. Students should abide by those limitations and, if they are unsure about whether a certain level or form of collaboration would be acceptable, to clarify that question with the instructor in advance.

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[4] Aiding and abetting. A student is guilty of violating academic honesty expectations if he/she acts in a way that enables another student to engage in academic dishonesty. If a student knows (or should reasonably expect) that an action would enable another student to cheat or plagiarize, that students action constitutes an academic honesty violation. Illustrative examples include making your exam paper easily visible to others in the same exam or providing your own working or finished documents for an individual assignment to another student (even if that other student said that he/she just wanted to get an idea of how to approach the assignment or to check whether they had done theirs correctly). [5] Use of academic work in more than one course. Generally, academic work done for every course is new work, done for that course only. If a student wishes to use some or all of the academic work done for an assigned task in one course in another course, the student must get explicit, prior permission from both instructors so that they agree that the scope and nature of the overlapping use of that work is such that it can fairly be counted toward both courses.

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GROUP PROJECT EVALUATION Mktg 4226: Social Media for Marketing Instructor: Aleem Visram

% of Mark Phase 1 Initial Strategy Assessment - Exec Summary - 4Ps (Product, Price, Place, Promotion) - 3Cs (Consumer, Competition, Corporate Capabilities) - SWOT and Porter's 5 Forces - Netnography: current social media vehicles and effectiveness, consumer advocacy, word of mouth and feedback - Netnography: competitors social media vehicles and effectiveness, consumer advocacy, word of mouth and feedback Total Phase 1 Phase 2 Social Media Strategy - Develop social media objectives - Determine appropriate social media strategy to meet objectives - Determine social media vehicles and campaign tactics - Develop Budget Breakdown for Social Media Campaign Total Phase 2

5% 5% 5% 5% 10% 10% 40%

5% 10% 10% 5% 30%

Phase 3 Consumer Response, Monitoring and Evaluation, Action Plan - Campaign Evaluation & Metrics (Based on objectives in Phase 2) - Short Term Action Plan (1-6 months) - Long Term Action Plan (6 months- 2 Years) - Key Takeaways Total Phase 3 TOTAL PHASE 1-3

5% 10% 10% 5% 30% 100%

Appendix A: Media Buying Price List: National Canadian Market National Magazine Ad: (e.g.,. TIME, Newsweek) (Full page, 4-color)= $250,000-$300,000 Local Magazine Ad: (e.g.,. Chicago Magazine) (Full page, 4-color)= $25,000-$30,000 Primetime National Television Ad: (e.g., ER, NFL Football) (30 second spot)= $250,000-$300,000 National TV Ad (Lower Rated Show)=$100,00-$200,000 Local TV ads (sports, news, syndicated show) (30 second ad): $5,000-$50,000 depending on timeslot, ratings and city-size National Radio Advertising (30 second spot): $30,000-$50,000, depending on timeslot and ratings] Local Radio Advertising (30 second spot):: $2,000-$10,000, depending on timeslot, ratings and city-size National Newspaper (e.g., USA Today, WSJ) (full-page, B&W): $125,000 Local Newspapers: (full page, B&W): approx. $25,000 depending on city-size Flyers: Approx.$100/1000 households Direct Mail: Approx. $750/1000 household Internet Banner Ads: $40-50/CPM (cost per 1000 hits)

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Appendix B: Team Member Peer Evaluation Form MKTG 4226 Social Media M&M
Instructions: 1. You should only use this form if the Professor has been notified in advance of team problems by your Project Team Leader (preferably prior to Week 8), and the Professor has recommended its use. 2. Put your name at the bottom of the evaluation. Without your name and signature, this form is void. 3. List the names of the members of your group in the first column (include yourself). 4. For each assignment, please rate each team members contribution using a 1 point scale, with 10 = Excellent Effort (above and beyond the call of duty), 7 = Average Effort (nothing special, but okay), and 1 = Awful Effort (missed many meetings and deadlines, held us back more than helped us). Include in your assessment all meetings, conversations, assignments, and preparing of final deliverable materials. Please note that an equal distribution of points to everyone in your group is the existing default assumption , and that this will result in an equal distribution of the grade.

Group Member Name

Contribution to Preliminary Project Research Report

Contribution to Final Project

Comments (if desired use the space on the bottom of this sheet, use the back of this sheet, or add pages)

If you wish to elaborate further on your team peer ratings, please do so here (use extra paper if required): ________________________________________________________________________ ________________________________________________________________________ I HEREBY ATTEST TO THE TRUTHFULNESS OF THE EVALUATIONS I MAKE IN THIS PEER EVALUATION. TO THE BEST OF MY KNOWLEDGE, THIS IS A TRUE STATEMENT OF MY FELLOW TEAM MEMBERS PARTICIPATION IN THE MKTG 4226 CLASS AND THAT IT MAY AFFECT THE FINAL GRADES OF MY PEER TEAM MEMBERS. YOUR NAME:__________________________________________________________

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Instructor Biography- Aleem Visram Aleem Visram is the first teacher to ever win the Schulich School of Business Teaching Excellence Award in his first semester of teaching. The Award is the largest Teaching Award in North America. Aleem was nominated by the students as the top undergraduate Professors from over 200 Faculty at the Schulich School of Business at York University. Aleem teaches the Social Media for Marketing and Management, Consumer Behaviour, and the Marketing Management courses in the BBA Program at Schulich and was appointed as the Assistant Director at the Schulich Centre for Teaching Excellence in 2012. Aleem also has experience teaching Marketing Management at both the Undergraduate and Graduate level at the Richard Ivey School of Business. He wrote a business case on Kraft Canada that was published and used for Marketing Management classes in both the BBA and MBA classes at Harvard, Ivey, Schulich and Rotman School of Business. He was also a keynote speaker for the Schulich MBA & BBA Case Competition and the Richard Ivey School of Business Alumni Association. Aleem Visram graduated on the Dean's List from both the Honors Business Administration (HBA 2002) and Master of Business Administration (MBA 2006) programs at the Richard Ivey School of Business at the University of Western Ontario. Aleem has over 8 years of experience in Marketing Management at several Global Fortune 100 companies, including Pfizer, American Express, Kraft, Novartis and Tetley (Tata Beverages). As the Brand Manager at Tetley he was responsible for formulating and implementing the Marketing Plans to successfully launch Tetley Infusions, Good Earth Teas and Eight O'Clock Coffee. At Novartis Consumer Health Care Aleem revised the Brand strategy and positioning for NeoCitran through the Warming Syrups launch that lead to double digit growth and ranking among the Top 50 Canadian Brands (Superbrands). He also developed the launch strategies for Otrivin Complete, Otrivin Sea Water & Aloe and Triaminic Natural Syrups. At Kraft Aleem spearheaded the launch of Tassimo, the largest marketing campaign in Kraft Canada's history, making it the top selling Cappuccino Espresso machine across the country within the first 6 months. Aleem was also instrumental in creating the first eCommerce business for Kraft Canada, contributing to over 10% of Tassimo sales. Aleem also conducted a re-branding marketing strategy for Kraft's Maxwell House Coffee called 'Brew some good', that re-positioned the brand as the market leader within the first year through an extensive customer, CRM and integrated social media marketing campaign. The campaign was so successful that Maxwell House won 'the Best Overall Marketing Campaign' by the Canadian Marketing Association in 2008. Aleem spent a year as the English Program Manager in Afghanistan in 2004 with the Aga Khan Foundation Canada (AKFC) setting up schools for girls in remote villages and training teachers. The program grew to over 350 schools and 150,000 girls enrolled. When he returned to Canada he was appointed by the Canadian International Development Agency (CIDA) Global Youth Ambassador. He also lead the customer acquisition team at American Express in 2003 for a record of over 75,000 new accounts with a $1 million reduction in budget. Aleem is also Owner of Multi Insurance Retirement and Financial Planning (MIRFP). He has conducted seminars on Retirement Planning, RESPs, Estate Planning and Life Insurance for the Economic Planning Board (EPB) of Ontario. He volunteers as the National Social Media Director for the World Partnership Walk, the largest National event dedicated to raising funds to end global poverty that raised over $7 million last year towards AKFC Programs in Asia and Africa. He also serves as a Board Member for the Network of Indian Professionals (Net Ip) Toronto.