Instructor manual
Part I: Overview of Instructor Resources
1. Philosophy Behind the Social Media Marketing Course
2. Text Use for Undergraduate and Graduate Courses
3. Importance of Social Media Marketing Cases
4. Assurance of Learning Exercises
1. Philosophy behind the social media marketing course
Social media marketing is typically an elective for marketing majors, but it is also among the most
popular electives in the marketing curriculum. Given the importance of digital marketing concepts,
social media marketing provides a strong digital foundation for students.
Social media marketing students learn the theories that underlie strategic decisions for the use
of social media for marketing and study cases and examples that bring the theories to life. Social
media marketing is a challenging and exciting course for students.
Social media marketing is an interesting course to teach because the problems and issues of
social media marketing cover the whole spectrum of marketing. While much of social media
marketing is focused on the promotional mix, it also is used for customer care, research and more.
2. Text use for undergraduate and graduate courses
Social Media Marketing 4e can be used for both undergraduate and graduate courses but the
instructor’s approach will vary for the respective course level. This edition features a running
case which takes students through the social media marketing planning for a brand chapter-by-
chapter. Each chapter’s case features a set of discussion questions designed to help the students
further apply that chapter’s key concepts. Further, each chapter includes a mini-case focused on
issues which emphasise critical thinking, highlighted keywords to guide mastery of vocabulary,
review questions and suggested exercises. The exercises can be used in the classroom for active
learning, or assigned as out-of-class homework assignments. These pedagogical features provide
a strong foundation for undergraduate courses on social media marketing. Chapter 5 of the text
features tactical planning and activities that will be especially beneficial for preparing
undergraduate students for entry level jobs in social media marketing. Assignments that allow
students to practice tactical skills like writing for social media, planning content calendars,
creating social media ads and ad campaigns and running analytics reports are especially valuable
for undergraduate students.
3. Importance of social media marketing cases
Case analysis is one of the most commonly used methods for business instruction. A social media
marketing case typically describes the external conditions and internal situation facing a firm and
presents sufficient information to develop, analyse and choose among alternative strategies across
the four zones of social media.
concern well-known firms.
1. . Pilidou
4. Assurance of learning activities
Each chapter in the text concludes with suggested discussion questions. Part 2 of the Instructor’s
Manual includes learning objectives, chapter outlines and suggested activities and exercises for
use with the chapters. The activities are designed to get students involved, to increase students’
techniques and can be used as activities in a ‘flipped’ classroom or as out-of-class assignments.
5. Description of the online resources for instructors
Supplements are available for adopting instructors to download from the book’s website.
Registration is simple and gives the instructor immediate access to new titles and new editions.
Supplements include:
• Instructor’s Manual – This manual includes lecture objectives, chapter outlines
and teaching tips and resources. It also includes teaching notes for all cases in the
text as well as additional cases with accompanying teaching notes.
