This course is designed to give you a good understanding of the fundamentals of social networks and social media such as Facebook, Twitter, Linkedin, and Youtube and how to leverage them to achieve strategic marketing and sales objectives for the organization. The focus will be on understanding and application of social network and media concepts and tools in the form of presentation, discussion of real world examples, and breakout case exercises. The course will emphasize the following key elements: 1. Strategic Analysis of Social Networks and Social Media: Issues of focal concern include analysis of the four Cs of social networks and media: connect, create, consume and control and their implications for strategic marketing and sales management. 2. Strategic Marketing Decision Making Process: This process enables executives and managers to systematically organize the learning from social networks and media for effective marketing and sales strategies. The major emphasis of this process will be on application of the relevant analysis tools to make strategic decisions.
