NYU Stern School of Business

Undergraduate College


Spring 2011

Instructor Details

Course Meetings

T, 11:00am to 12:15pm

KMC 5-80

Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:


Course Description and Learning Goals

Course Overview

The course will cover marketing, advertising and communications strategies in the new media landscape where traditional media (e.g., television, print) and the online social media (i.e., Web 2.0; e.g., online social networks, user-generated content, blogs, forums) co-exist. Students will be expected to have knowledge about the fundamentals of traditional advertising methods and strategies. With this background knowledge, the primary focus of this course will be on understanding social media, how to build social media marketing strategies, and how to track their effectiveness. This course will not look at more tactical aspects of advertising/communications such as creative, message management, and publicity. This will first and foremost be a marketing strategy course.

The kinds of issues covered in this course will be:


Social media is the “Wild West” of advertising and marketing communications channels. It is a fast-growing, ever-evolving, innovative, and entrepreneurial space that, despite its increasing ubiquity, is not well understood from a strategic marketing perspective. While traditional advertising declines, Forrester Research forecasts that by 2014 social media spending by advertisers will reach US$3 billion annually, and all interactive/digital advertising and media will account for over 20% of all advertising spending. Savvy, strategic-minded marketers, managers, and consultants who stay abreast of the constant innovation and new ways of doing things have the potential to develop highly innovative, effective, and value-creating marketing strategies that use social media in conjunction with other types of media and promotions.

In this course we will look at the current consumer landscape and the strategic opportunities (and challenges) that it affords marketers, managers, and consultants who are concerned with how to efficiently and effectively communicate about their brands with their target markets. We will study traditional advertising/promotion and new social media channels (e.g., blogs, discussion forums, Facebook, Twitter, other forums of user-generated content) from a strategic marketing perspective.

We will focus on:

Being a marketing strategy course, the dominant focus will be on analyzing, developing, implementing, and evaluating media strategies as an integral part of overall marketing strategy.

Who Should Take this Course?

This course is appropriate for all students who are interested in learning about marketing communication using social media, current and emerging trends in the social media or Web 2.0 space, and how this all fits together within a strategic marketing framework. The course is specifically targeted at students who are planning to enter marketing, consumer-packaged goods, consulting, and brand management roles.


Course Outline

Course Objectives and Requirements

By the end of the course, students will have:


Required Course Materials

Course Readings:

1.   Textbook: Kimmel, Allan J. (2009), Connecting with Consumers: Marketing for new marketplace realities, Oxford University Press.

2.   Casebook will be available for purchasing from Harvard Business School Publishing website.

3. Suggested Reading: Li, Charlene and Josh Bernoff (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School Press. An excellent book by ex Forrester Research Analysts with real life case studies illustrating effective social media use by companies.


Preliminary list of cases for discussion (to be selected from this list):


1. Molson Canada: Social Media Marketing

2. Entrepreneurs at Twitter: Building a Brand, a Social Tool or a Tech Powerhouse?

3. Nettwerk: Digital Marketing in the Music Industry Sales management

4. HubSpot: Inbound Marketing and Web 2.0

5. Slanket: Responding to Snuggie's Market Entry

7. UnME Jeans: Branding in Web 2.0

8. Dove: Evolution of a Brand

9. United Breaks Guitars Marketing Management

10. Ford Fiesta Movement: Using soc. media & viral marketing to launch Ford’s global car in the US

11. Quantifying the value of online social networks


The following online resources/blogs would be recommendedreading in order to keep up with the latest news in the social media world:

      TechCrunch:                http://www.techcrunch.com

      Mashable:                    http://www.mashable.com

      Groundswell blog:       http://blogs.forrester.com/groundswell

      Fastcompany:              http://www.fastcompany.com


Assessment Components

Course Evaluation (tentative):

1.         Class Attendance & participation        15%

2.         Group Case Presentation                     20%

3.         Group Term Project                                25%

4.         Quizzes                                                     40%


Group Projects

Description of Group Term Project Requirement (tentative):

Social Media Strategy Analysis – Students will research and analyze an organization’s effective use of social media in their marketing strategy,  and write a report demonstrating the organization’s strategic approach (or lack thereof) to organizing for conversations with internal and external stakeholders. Students will be required to conduct primary research through their own analysis of the organization’s use of social media, an interview with an organizational representative, as well as secondary research. Concepts from the textbook and readings will be prominently featured in the report.


Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.



At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter.  In general, students in undergraduate core courses can expect a grading distribution where: 

Note that while the School uses these ranges  as a guide, the actual distribution for this course and your own grade will depend upon how well  you actually perform in this course.



The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.


Professional Responsibilities For This Course




In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:




Classroom Norms


Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 


Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 


Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.


Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.


Recording of Classes

Your class may be recorded for educational purposes


Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.


Printer Friendly Version