Graduate Course Proposal Form Submission Detail - SPB6807
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Approved by SCNS
Submission Type: New
Course Change Information (for course changes only):
Comments: to GC 5/17/12 for proposed MS in Sports Mgmt; GC appd 6/18/12. to USF Syst 6/18/12. to SCNS 6/26/12. Appd eff 8/1/12. Nmbr 6901 appd as 6807
- Department and Contact Information
Tracking Number Date & Time Submitted 2880 2012-05-11 Department College Budget Account Number BA 140500 Contact Person Phone Sally Riggs Fuller 8139741766 firstname.lastname@example.org
- Course Information
Prefix Number Full Title SPB 6807 Social Media in Sport Is the course title variable? N Is a permit required for registration? Y Are the credit hours variable? N Is this course repeatable? If repeatable, how many times? 0 Credit Hours Section Type Grading Option 3 C - Class Lecture (Primarily) R - Regular Abbreviated Title (30 characters maximum) Course Online? Percentage Online C - Face-to-face (0% online) 0
Examines the role of social media in building and enhancing relationships with fans and explores the opportunities and challenges in leveraging a social media strategy to transfer the consumer’s use of social media from cyberspace to the real world.
A. Please briefly explain why it is necessary and/or desirable to add this course.
Needed for new program/concentration/certificate
B. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service?
20-30 students per year
C. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times?
D. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.)
Doctorate and experience in the educational field of sport management
- Other Course Information
Students will learn how to explore the possibilities and limitations of various social media and will learn how to apply and adapt marketing strategies to construct and critically evaluate social media texts, their impact, and their practical use in marketing contexts. Students will also examine the strategic use of social media to enhance the fan experience. Finally, students will learn how to measure the financial and CRM impact of social media strategies.
B. Learning Outcomes
• Explain the importance of aligning social media, marketing, and strategic business goals
• Identify key stakeholders and how they engage and share content
• Understand the links between social media, brand management, and reputation management
• Develop a social media marketing campaign that defines customer behavior and engagement
• Explain how to leverage investments in social media to promote a brand via viral and traditional marketing channels
• Evaluate success and failure scenarios in terms of cost, time, location, and permission constraints
C. Major Topics
• Aligning social media with marketing and strategic business goals
• How stakeholders engage and share content: ‘like’ can never replace love
• Phases of social media adoption
• Social media, brand management, and reputation management
• Using social media to enhance the fan experience
• Social media and CRM in the sport and entertainment organization
• Elements of a social media marketing campaign for sport and entertainment organizations
• Leveraging investments in social media to promote a brand via viral and traditional marketing channels
• Measuring financial and CRM impacts of social media
Blanchard, Olivier. Social Media and ROI: Measuring Social Media Efforts in Your
Organization ISBN 978-0-7897-4741-9 QUE Biz-Tech ($15.36 Amazon)
Sterne, Jim. Social Media Metrics: How to Measure and Optimize Your Marketing Investment
ISBN 978-0-470-58378 John Wiley & Sons ($16.47 Amazon)
E. Course Readings, Online Resources, and Other Purchases
Because social media is a new and rapidly evolving field, print and electronic materials used are expected to change each time the course is offered.
F. Student Expectations/Requirements and Grading Policy
The student’s grade for the course will depend on performance on one exam, an individual project, a summative team project, and active participation.:
Individual project 20%
Team project 35%
G. Assignments, Exams and Tests
The student’s grade for the course will depend on performance on one exam, an individual project, a summative team project, and active participation.
H. Attendance Policy
Course Attendance at First Class Meeting – Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation – Registration - 4.0101,
Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (http://usfweb2.usf.edu/usfgc/gc_pp/acadaf/gc10-045.htm)
In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. It’s the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.
I. Policy on Make-up Work
All work is expected to be turned in and exams taken on the dates for which they are scheduled. An opportunity to make up work missed or late may be provided in the case of a documented medical emergency.
The University’s policies on academic dishonesty and disruption of the academic process are clearly set forth in the USF Graduate Catalog. These policies will be strictly enforced. Please be advised that punishment for academic dishonesty, including plagiarism, includes an automatic “F” (or “FF”) in the course, and action that may result in suspension or expulsion.
J. Program This Course Supports
MBA concentration in Sport and Entertainment Management
- Course Concurrence Information