Innovation & Social Media: The Development of a New Integrated Marketing Communications Course
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INNOVATION AND SOCIAL MEDIA: THE DEVELOPMENT OF A NEW INTEGRATED MARKETING COMMUNICATIONS COURSE Sara G. N. Kerr and Mary U. Henderson
description
Innovation & Social Media: The Development of a New Integrated Marketing Communications Course presentation at the Marketing Management Association Fall Conference 2011 (http://mmaglobal.org/)
Transcript of Innovation & Social Media: The Development of a New Integrated Marketing Communications Course
INNOVATION AND SOCIAL MEDIA:THE DEVELOPMENT OF A NEW INTEGRATED MARKETING COMMUNICATIONS COURSE
Sara G. N. Kerr and Mary U. Henderson
Overview St. Catherine University Dynamic Expectations Teaching Challenges A New Course
– Learning Goals– Pedagogy– Challenges– Feedback
Next Steps
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School of Business and Leadership Practice Ready
– Today's employers seek exceptional communicators who think critically and creatively, find innovative solutions to complex problems, and embody ethics and global social awareness in all they do.
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St. Catherine University educates students
to lead and influence.
Dynamic Expectations Goal
– To meet student and employer needs around social media and writing in a dynamic technological environment
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Teaching Challenges Writing
– Students must write well so they can effectively communicate through various social media tools.
Social Media – Students must be able to strategically leverage social
media in order to compete in the global marketplace.
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A New Course
“Integrated Marketing Communications calls for
recognizing all touchpoints where the customer may
encounter the company and its brands.”
Kotler, Phillip and Gary Armstrong. (2012). Principles of Marketing. Upper Saddle River, NJ: Pearson Prentice Hall. Page 412.
A New Course: Learning Goals Writing across the marketing communication
curriculum in the public sphere of – Blogging– Social networking (LinkedIn, Facebook)– Microblogging (Tweeting)– Social bookmarking (Diigo, Delicious, Stumble Upon,
etc.). Creating a multidimensional plan for a local
business
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Examples
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A New Course: Pedagogy Action Research
– URLs in the syllabus– Diigo bookmarks– Private class blog
Writing in the Social Medium– Public blogs on IMC theory – Twitter scripts in the customer voice– Google Docs for team projects
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A New Course: Challenges Privacy Currency
– Creating Pedagogy– Technology and Trends
Efficient methodology to deliver a plethora of web-only articles
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Feedback Students
– Integrate Web 2.0 tools in a marketing communications plan
– Appreciate 140-character communication (i.e. Twitter)– Understand personal Internet privacy – Utilize the internet to personally brand and market
themselves
Employers– Employ St. Kate’s interns for social media projects– Hire St. Kate’s graduates as social media strategists and
writers
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Next Steps Ongoing program assessment and incorporation
of industry input Multimedia “Hands On” Social Media Seminar
– Fully explore social media tools– Produce and publish podcasts and video channels
Explore writing a book on teaching social media for instructors
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Contact Information Dr. Mary U. Henderson
– Email: [email protected] Sara G. N. Kerr
– Email: [email protected]– Twitter: @sara_g_n_kerr– LinkedIn: Sara Geneva Noreau Kerr– Blog: sara-kerr.com
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