Syllabus for HT-391 in the School of Hospitality Leadership at the University of Wisconsin-Stout

1. HT-391 Principles of Social Media Marketing Management
Eric T. Brey, Ph.D. | 1
University of Wisconsin – Stout | School of Hospitality Leadership
PRINCIPLES of SOCIAL
MEDIA MARKETING
MANAGEMENT
Eric T. Brey, Ph.D.

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Instructor Contact Information
Instructor: Eric T. Brey, Ph.D.
Professor, School of Hospitality Leadership
Email: breyer@uwstout.edu
Remember, email is a formal means of communication. You need to include the course
title in the subject line, appropriate salutation, proper punctuation and spelling.
Office: 402 Heritage Hall
Office Hours: Tuesday: 11:10 – 12:30, 2:30 – 4:30
Thursday: 11:10 – 12:30, 2:30 – 4:30
Social Media: Facebook.com/professorbrey
Availability: I will respond to emails and questions posed through Canvas in a timely fashion
(typically, close of business) and if you need to meet with me, I maintain regular office
hours and can meet by appointment as needed.
Course Overview
Social Media. Almost everyone knows and understands how to use Facebook, Twitter, and YouTube for
entertainment or communicating with friends and family. However, with social media becoming the
number one online activity, we are witnessing one of the most monumental shifts in marketing – the
realization of the conversation economy. Simply put - word of mouth on steroids. Successful businesses
and entrepreneurs need to understand that information is no longer driven by business but rather
conversations. Within this environment, professionals with the ‘know how’ of maximizing social interactions
will successfully drive loyalty and profitability. To address these new realities, learners are exposed to how
social media impacts marketing strategy, brand development, internal and external engagement along with
legal concerns, customer service and reputation management.
Learning Objectives
At the end of this course, students will be able to:
1. Differentiate between social platforms needed for successful social media implementation and
program management within various organizations.
2. Demonstrate the reasons that organizational shift and consumer change dictates firms be engaged
with social platforms.
3. Implement various methods available to marketers to engage organizational stakeholders outside
of traditional consumer segments (i.e., employees, suppliers, community).
4. Compare and contrast core marketing and management concepts in engaging & effectively
handling customer complaints.
5. Effectively assess current social media best practices to implement additional social media
marketing activities within an organization.

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Required Course Materials
Textbook: Barker, M.S., Barker, D.I., Formann, N.F., Zahay, D., and Roberts, M.L. (2017).
Social Media Marketing, (2nd
ed.). Boston, MA: Cengage.
Course Requirements
A working knowledge of Canvas is required due to the digital integration of course delivery. Students
should have access to a computer with appropriate word processing software, email address as provided
by the university, a high-speed Internet connection, and the ability to function at a professional level. You
will also need to have taken any prerequisite courses as identified in your program plan.
Unique Requirements
In this class, all students are required to create multiple social media accounts for channels covered in
class, including Facebook, Twitter, and Pinterest amongst others. If you currently have an account using
one of these programs, but do not feel comfortable sharing information with your peers and instructor, or
do not want to post course-specific content on your personal account, you will need to create a
secondary account where ‘friends’ and ‘fans’ can be established and information is openly shared.
Course Information
Name: HT391 – Principles of Social Media Marketing Management (3 credits)
Session: 2019 Fall Semester
Time: T/Th 12:55pm – 2:20pm
Room: Heritage Hall, Rm. 460
Learning Activities & Evaluation
A variety of methods will be used to facilitate and assess student-learning throughout this course. You are
expected to actively participate in classroom activities while completing assignments in a timely fashion.
Active Participation 30% 300
Social Media Marketing Plan 45% 450
Channel Introduction Presentation 20% 200
Applied Insights 5% 50
Total Course Points 1000

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Active Participation
One of the distinguishing components of this course is the expectation that you actively apply, with your
peers, what you have independently learned. In addition to activities outside of the classroom environment
(i.e., homework), you are required to participate in classroom activities where you apply core concepts to
active problems. At the end of each class, I will assign either a +/- or neutral assessment of your
participation, based upon your level and quality of engagement, to inform your participation grade.
Social Media Marketing Plan
The final project is an applied activity with real-world implications where each team creates a social media
plan for our selected organization. Each team must create a comprehensive plan that provides a
marketplace overview, reasoning for the selected strategy, an explanation of sample posts, an
implementation schedule along with a plan for monitoring success. To keep with the social media theme,
each group is required to compile a final report along with an online repository of social media posts
through their team Facebook page.
Channel Introduction
Each team is required to present on a selected social media channel to inform your peers on the
successful use and implementation from a business perspective. Using an engaging style of presentation,
each team must prepare a presentation that introduces the tool, how it is used for personal and business
use, keys to successful implementation, relevant examples and any additional information that would
prepare someone who has never used the platform before. Each group will also create and lead a 10-15-
minute activity to support this presentation.
Applied Insights
During the semester, unique learning opportunities often present themselves. From industry-executive
speakers to week long discussions in support of course content, these learning opportunities often fall
outside traditional course structure. Because of this uniqueness, they are not always scheduled at the
start of the semester but will be announced at least two weeks in advance to ensure students can make
necessary accommodations to attend these valuable learning opportunities.
Grading Scale
You will receive a grade for each assignment based upon the scale presented below. All grades will be
posted to Canvas so you will be able to track your status throughout our time together.
90-100% A (Exceptional)
80-90% B (Good)
70-80% C (Adequate)
60-70% D (Improvement Needed)

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Policies
Active Participation
Attendance and active participation in the various activities, both in and out of class, are essential. Of
course, work, illness, or other commitments may interfere with class attendance, but this interference
should be kept at a minimum as missed classes will impact your grade. If you are absent from a session,
you must make arrangements to obtain notes from another student – instructors’ notes are not available.
Chronic tardiness will not be accepted, as this will significantly impact your participation grade.
Late Assignments
Assignments are expected on the date due. Assignments submitted past the due date will be penalized
10% of the possible points, per day, up to a maximum of 50% penalty. Exceptions can only be made by
prior arrangement with the instructor, especially as it relates to course presentations. Remember,
discussion and active participation points, along with quizzes, cannot be made up as they require timely
and engaged involvement.
Missed Points/Extra Credit
Given the importance of active participation and a course policy where points are awarded only if you are
present in class (regardless of reason for missing), there are two opportunities to recover points. The first
is joining a student club that is related to your major here on campus – if you join and get actively involved
you will receive 20 points (documentation of your membership required). In addition, you can complete up
to three (3) concept example activities, which are provided on Canvas, that require you to provide an
example and explanation of a course-related topic (points vary based upon the type of content you
provide). Both opportunities are due on the university scheduled final exam date (by 11:30pm) and should
be submitted to the appropriate missed points/extra credit dropbox.
Learning Disabilities
The University of Wisconsin-Stout offers reasonable accommodation to qualified students with
documented disabilities. If you have a disability that may require accommodations for this course, it is
essential that you be registered with the Disability Services Office. To ensure that you receive appropriate
accommodation based upon your needs, you should contact them within the first week of class to assure
that appropriate support and accommodations can be provided. You may contact the Disability Services
Office by visiting 206 Bowman Hall, calling (715) 232-295, or visiting their website.
Academic Integrity
Your professor does not accept knowingly copying the work of others without attribution (plagiarism), or
colluding with other students to share answers unless permitted in the course (e.g. group project). At the
instructor’s discretion, the consequence of these activities may include: failure for the assignment, failure
for the entire course, and/or notification sent to student’s advisor and the Dean of Students. Anyone
participating in any academic misconduct will be disciplined in accordance with the University Student
Handbook guidelines.
Students should not participate in any activity that could be deemed dishonest or in which a student:
• Seeks to claim credit for the work or efforts of another without authorization or citation

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• Uses unauthorized materials or fabricated data in any academic exercise
• Forges or falsifies academic documents or records
• Intentionally impedes or damages the academic work of others
• Engages in conduct aimed at making false representation of a student’s academic
performance
• Assists other students in any of these acts
Peer Evaluation
Given the importance and level of group work, each student is required to evaluate the members of their
assigned group. At the semester’s conclusion, students assign each team member a grade using the
peer evaluation document provided on Canvas. Students will be able to increase their peer’s final grade
by 2% for exemplary work and can reduce their final grade by up to 4% for those who did not actively
contribute to the team. The peer evaluation is due on the university scheduled final exam date (by
11:30pm) and should be submitted using the appropriate dropbox.
Course Features
Digital Café
In this class, the Digital Cafe exists in the Discussion Forum on Canvas and is a great place to post your
questions about assignments, insights on business or general thoughts on everything from the importance
of Star Wars to the meaning of life. This is your digital classroom hangout and has nothing to do with your
grades – at all, nothing, so please feel free to post away! If you email any general questions about an
assignment or class schedule to the instructor, you will be asked to post it here so classmates
can learn from your inquiry. As always, if you have a personal or sensitive question, those will be
answered privately through university email. The bottom line, not sure what is needed for an assignment
or need further classification on any aspect of the course – you can ask (and answer) those questions
here!
Learning Activities
One of the distinguishing components of this course is the expectation that you actively apply, with your
peers, what you have independently learned. In this course, there are three learning components:
Absorb Activities
Absorb activities introduce relevant information thought traditional and interactive means, requiring learners
to absorb knowledge by listening, reading and watching content. An acute focus is given to introducing
learning materials, activities, assignments and relative information to the module.
Do Activities
Transforms information into knowledge by requiring learners to discern, examine, condense, refine and
elaborate on presented topics. Students will be presented with applied questions that they will need to
answer and discuss with class.
Connect Activities
Creates higher-level capabilities allowing learners to apply learning in business situations by relating
knowledge to real-world problems. Leveraging information from assigned learning resources, students are
tasked with relating learned information to applied organizational or business problems.

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Course Schedule
Date Course Content
Week 1
9/2-6
Introduction Module
Week 2
9/9-13
Module 1: Goals & Strategies (Chapter 2,3,4)
Week 3
9/16-20
Module 2: Content Creation (Chapter 7)
Week 4
9/23-27
Module 3: Social Networks (Chapter 5)
Presentation: Facebook
Week 5
9/30-10/4
Module 4: Microblogging (Chapter 6)
Presentation: Twitter
Week 6
10/7-11
Module 5: Video Marketing (Chapter 8)
Presentation: YouTube
Week 7
10/14-16
Module 6: Photo Sharing (Chapter 9)
Presentation: Pinterest
Week 8
10/21-25
Module 7: Aggregation & Commerce (Chapter 10)
Presentation: Hootsuite
Tuesday - Advisement Day
Week 9
10/28-11/1
Focus: Final Project
11/1: Checkpoint Due
Week 10
11/4-8
Module 8: Mobile Marketing (Chapter 12)
Presentation: Instagram
Week 11
11/11-15
Focus: Final Project
Week 12
11/18-22
Module 9: Content Concerns (Chapter 11)
Presentation: Snapchat
Week 13
11/25-29
Thanksgiving Break
Week 14
12/2-6
Module 10: Monitoring and Management (Chapter 13, 14)
Presentation: Yelp

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Week 15
12/9-13
Final Presentation
Finals
Week
12/18: Final Submission Due
12/18: Peer Evaluation Due
**To assist students by providing active reminders, all assignment deadlines are entered into our learning management system
Canvas**
Instructor Bio
Eric T. Brey, Ph.D., is a Professor in the School of Hospitality Leadership at the University of Wisconsin-
Stout where his work focuses on the implementation of customer-centric strategy and service design
influences on organizational success. He has been recognized for innovation as an AT&T Technology
Fellow and an extraordinary marketing mind by HSMAI while being quoted in international media outlets
including Forbes, Business Week, China Post, USA Today, New York Post, Washington Post, and CBS
News. He has received numerous scientific awards for his research and has been published in various top-
tier journals including the Annals of Tourism Research, Cornell Hospitality Quarterly, Tourism Management,
and Journal of Travel Research. As a teacher-scholar passionate about engaging with industry, he’s had
the privilege of working with the American Resort Development Association, British Virgin Islands Chamber
of Commerce, Caribbean Hotel and Tourism Association, Dalhoff Thomas Design Studio, Destination
Marketing Association International, Empresas Bern, Intercontinental Hotels Group, Institute of Real Estate
Management, Methodist Hospitals, RVC Outdoor Destinations, United States Golf Association, and the
Women’s Foodservice Forum amongst others. Eric received his Ph.D. from Purdue University and
currently serves as an advisor to the Chief Marketing Officer Council.