(Fall 2009)

Developing a Social Media Strategy (Section 1) MGMT X461.54  (2)

A core course in the Specialized Studies Program in Social Media and Web 2.0.
This course represents the capstone class of the social media program. During this class students will develop a social media strategy as part of gaining a complete understanding of the POST (people, objectives, strategy, technology) strategy process. Social media and the next-generation Web platforms that make media sharable (broadly called web 2.0) is a highly disruptive phenomenon impacting organizations of every kind even if not proactively engaged in social media. The market forces of the expansion of the web are impacting the competitive landscape and business processes. Business leaders must be prepared to manage the accompanying fundamental cultural and process shifts. They should build cohesive strategies that integrate social media into sound business practices. This is an applied strategy course, providing a methodology to approach and plan a social media strategy in the enterprise. It introduces and applies technographics and social computing behaviors as more appropriate audience profiling techniques than traditional demographic profiling. This course contrasts traditional and non-traditional strategy and communications practices, presents a strategic methodology for social media, and assists in effectively implementing social media channels and venues for achieving business or brand objectives. This course is conducted through our online course management system. In addition, there are two scheduled WebEx sessions.

Richard Steele, B.S., is partner of International Sales and Marketing Group (ISMG). He is a business consultant with over 35 years experience in the sales and marketing of high technology products. His consulting activities are focused on product and business strategy, international market development, and distribution and sales channel programs. Steele served as senior vice president at Printronix for 10 years and personally led the development of new international marketing and sales operations in China, India, Europe, Russia and Middle East.