|
Fall 2025 Course Syllabus
Course: MRKG-2472 (Section: 71, CRN: 93436) Social Media Tools II - Monitoring and Analysis |
|
| Instructor Information | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Instructor | Danielle Nicholson | ||||||||
| nicholsondm@lamarpa.edu | |||||||||
| Phone | (409) 681-4312 | ||||||||
| Office | Press Building - Room: 105C | ||||||||
| Office Hours | Mondays: 11 am - 3 pm Tuesdays: 2:30 - 3 pm Wednesdays: 11 am - 3 pm Thursdays: 2:30 - 3 pm Fridays: 11 am - 3 pm |
||||||||
| Additional Contact Information | See Blackboard for additional contact information. | ||||||||
| Course Information | |||||||||
| Description | Use analytical tools to establish metrics for measuring results. Maintain and modify social media campaigns on platforms such as Facebook, Twitter, YouTube, Instagram, and LinkedIn. Analyze data, identify promoters of, and threats to, organization reputation and brand. Put what you learn into practice by using reporting and user analysis methods to prove or disprove campaign results. Introduction to conversion rate optimization and testing methodologies. Applying analytical information to understand its effect on business goals. Preparation for the GAIQ (Google Analytics) certification. | ||||||||
| Required Textbooks |
Textbook Purchasing Statement: A student attending Lamar State College Port Arthur is not under any obligation to purchase a textbook from the college-affiliated bookstore. The same textbook may also be available from an independent retailer, including an online retailer.
Open educational resources (OER), readings, videos, and other content will be assigned directly in Blackboard. |
||||||||
| Additional Materials/Resources | None. | ||||||||
| Corequisites/Prerequisites |
|
||||||||
| Learning Outcomes |
1. Develop metrics to measure marketing results 2. Effectively analyze data within a digital marketing campaign |
||||||||
| Program Student Learning Outcomes |
• Explore current trends, emerging technologies, and future applications of social media and digital communications. • Communicate effectively with intended audiences using social media and digital communications. • Apply social media solutions using current best practices. • Apply effective problem-solving techniques in social media and digital communications marketing. |
||||||||
| Lecture Topics Outline |
What is Data? Intro to Marketing Metrics Social Media Metrics Why Analytics Matters Intro to Google Analytics Exploring Google Analytics GA Basics Campaign Monitoring Simple Comparisons Engagement Conversions – The Big Goal Audiences & Remarketing GAIQ Exam |
||||||||
| Major Assignments Schedule |
Week 1 – August 25 Unit: What is Data? Lesson: Everyday examples of measurement Week 2 – September 1 Unit: Intro to Marketing Metrics Lesson: Business metrics & KPIs Week 3 – September 8 Unit: Social Media Metrics Lesson: Platform metrics (FB, IG, YT, LinkedIn) Week 4 – September 15 Unit: Why Analytics Matters Lesson: How data helps decisions Week 5 – September 22 Unit: Intro to Google Analytics Lesson: What GA can do (overview) Week 6 – September 29 Unit: Exploring Google Analytics Lesson: Logging in and looking around Week 7 – October 6 Unit: GA Basics – Users & Sessions Lesson: What’s a “user”? What’s a “session”? Week 8 – October 13 Unit: GA Basics – Pages & Events Lesson: What pages people visit, what actions they take Week 9 – October 20 Unit: Campaign Monitoring Lesson: Where people come from (traffic sources) Week 10 – October 27 Unit: Simple Comparisons Lesson: Looking at “this week vs last week” Week 11 – November 3 Unit: Engagement Lesson: How long do people stay? Do they bounce? Week 12 – November 10 Unit: Conversions – The Big Goal Lesson: What counts as success (sign-ups, sales, downloads) Week 13 – November 17 Unit: Audiences & Remarketing Lesson: How businesses group visitors Week 14 – November 24 THANKSGIVING Week 15 – December 1 Unit: Capstone Project Lesson: Pulling it all together – beginner analytics plan Week 16 – December 8 GRADUATION WEEK |
||||||||
| Final Exam Date | December 1, 2025 - 12:00 AM Through December 4, 2025 - 11:59 PM | ||||||||
| Grading Scale |
100-90 = A 80-89 = B 70-79 = C 60-69 = D Below 59 = F Extra credit option = 10 points on any assignment |
||||||||
| Determination of Final Grade |
The course is made up of weekly assignments and a final exam (the GAIQ Certification exam). Weekly assignments = 70% GAIQ Certification Exam Results = 30% |
||||||||
| Course Policies | |||||||||
| Instructor Policies |
Assignments will be given each week. You will have one or two weeks, depending on the assignment, to complete it. The GAIQ Certification Exam must be completed no later than midnight on Thursday, December 4, 2025. No late work is accepted. Students are responsible for reading all content, watching all videos, etc. in Blackboard to be successful in the course. Academic dishonesty will result in a zero on any assignment (first offense); a second incidence of academic dishonesty will result in failure of the class. DO NOT wait until the last minute to complete class work or exams. I recommend you set up email notifications from Blackboard so you do not miss any information. If you are confused or need help, do not hesitate to contact me. I will share my cell phone in Blackboard. Some assignments in this course will require the use of AI tools, such as ChatGPT. AI may only be used when specifically permitted and must follow the instructions provided for that assignment, including proper citation and documentation of your process. Unauthorized or improperly cited use of AI will result in a grade of 0 for the assignment. |
||||||||
| Attendance Policy | Students must check Blackboard 2-3 times each week to stay on top of assignments. Students must submit their assignments within the timeframes indicated on Blackboard. | ||||||||
| Additional Information | |||||||||
| Institutional Policies | |||||||||
| MyLSCPA | Be sure to check your campus email and Course Homepage using MyLSCPA campus web portal. You can also access your grades, transcripts, academic advisors, degree progress, and other services through MyLSCPA. | ||||||||
| Academic Honesty | Academic honesty is expected from all students, and dishonesty in any form will not be tolerated. Please consult the LSCPA policies (Academic Dishonesty section in the Student Handbook) for consequences of academic dishonesty. | ||||||||
| ADA Considerations | The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please contact the Disability Services Coordinator, Room 117, in the Student Sucess Center. The phone number is (409) 984-6241. | ||||||||
| COVID 19 Information | The Lamar State College Port Arthur (LSCPA) Student Code of Conduct COVID 19 Policy requires students who have been diagnosed with COVID 19 to report their condition directly to their local health department. Students should also contact their course faculty to report their quarantine status. In addition, this policy requires all students to wear face coverings when directly exposed to COVID 19 in compliance with the criteria included in the policy. For more information please refer to the COVID 19 link on the LSCPA website. | ||||||||
| Facility Policies | No food or tobacco products are allowed in the classroom. Only students enrolled in the course are allowed in the classroom, except by special instructor permission. Use of electronic devices is prohibited. | ||||||||
| HB 2504 | This syllabus is part of LSCPA's efforts to comply with Texas House Bill 2504. | ||||||||
| Mandatory Reporting of Child Abuse and Neglect | As per Texas law and LSCPA policy, all LSCPA employees, including faculty, are required to report allegations or disclosures of child abuse or neglect to the designated authorities, which may include a local or state law enforcement agency or the Texas Department of Family Protective Services. For more information about mandatory reporting requirements, see LSCPA's Policy and Procedure Manual. | ||||||||
| Title IX and Sexual Misconduct | LSCPA is committed to establishing and maintaining an environment that is free from all forms of sex discrimination, including sexual harassment, sexual violence, and other forms of sexual misconduct. All LSCPA employees, including faculty, have the responsibility to report disclosures of sexual misconduct, including sexual harassment, sexual assault (including rape and acquaintance rape), domestic violence, dating violence, relationship violence, or stalking, to LSCPA's Title IX Coordinator, whose role is to coordinate the college's response to sexual misconduct. For more information about Title IX protections, faculty reporting responsibilities, options for confidential reporting, and the resources available for support visit LSCPA's Title IX website. | ||||||||
| Clery Act Crime Reporting |
For more information about the Clery Act and crime reporting, see the Annual Security & Fire Safety Report and the Campus Security website. |
||||||||
| Grievance / Complaint / Concern | If you have a grievance, complaint, or concern about this course that has not been resolved through discussion with the Instructor, please consult the Department Chair. | ||||||||
| Department Information |
|
||||||||