Social Media Marketing

Overview

Through the experiential learning of the Social Media Marketing program of Saint Leo University students gain confidence in advanced marketing data analysis tools and frameworks.

The increase of businesses using social media marketing has created new ways to identify, contact, interact, and satisfy consumers. We have reached the point where we have access to huge amounts of data that were inconceivable ten years ago. This creates opportunities to gain new insights and to improve decision-making in all activities, including business. These developments have also created a demand for managers with the technological and conceptual skills to understand and apply these technologies, and to take advantage of the existing data. “Big Data” is revolutionizing science, politics, entertainment, art, sports, the environment, social life, and business.

Graduates of our Social Media Marketing MBA are able to conduct traditional marketing research, as well as web and social media analytics using the latest data mining techniques. In addition, they will learn how to integrate all these findings into comprehensive marketing strategies using both the traditional and the new online tools.

Expected Program Outcomes

As a result of successfully completing the Specialization, the graduate will be expected to:

• Critique a company's social media and online marketing strategies.

• Design online marketing strategies, including gamification, social media, and web design decision.

• Select the appropriate web analytics metrics to measure variables critical to a brand's success.

• Identify the appropriate web analytics tools and methods to capture online the appropriate metrics for assessing the effectiveness and efficiency of marketing activities.

• Apply the appropriate traditional marketing research methods to measure variables critical to a brand's success.