Overview of MKT 375: Social Media Marketing
In my Social Media Marketing course, MKT 375 at Colorado State University, students engage in a project-based learning experience that emphasizes hands-on application rather than theoretical concepts. This course is structured to provide practical, real-world skills that can be immediately applied in the social media marketing field.
Students work on two major projects throughout the semester:
- Content Creator Project: Students create and manage channels on TikTok and Instagram, learning how to film and edit videos across multiple platforms. They also explore the use of AI tools for content creation, ensuring they can efficiently produce engaging and professional-quality content.
- Non-Profit Social Media Campaign: Students partner with a local non-profit to develop and execute a social media marketing strategy, applying the skills learned in class to drive real-world impact.
This is a hands-on course designed to help students build a portfolio that demonstrates their proficiency in social media marketing techniques. Importantly, it allows students to develop a complete set of skills, even if they have no prior social media marketing experience. In the final class, students are taught how to effectively present their new skills on their resumes.
Instead of traditional exams, students are required to acquire industry-recognized certifications such as the Meta Blueprint Certification and Hootsuite Social Media Marketing Certification.
Social Media Marketing Skills Learned in This Course:
- Social Media Strategy
- Content Marketing
- Video Production and Editing (using Premiere Pro, CapCut, and Canva)
- Graphic Design using Canva
- AI-Powered Content Creation
- Social Media Analytics
- Hashtag Research
- Caption Writing
- Platform-Specific Content Creation (Instagram, TikTok, YouTube)
- Audience Engagement Techniques
- Affiliate Marketing
- Brand Voice Development
Key Features of the Course:
- Project-Based Learning: Students work on real-world projects, including content creation for social platforms and campaigns for a local non-profit.
- Hands-On Experience: Weekly in-class lab sessions focus on creating and optimizing content using tools like Canva, CapCut, Premiere Pro, and AI content generators.
- Interactive Learning Environment: Classes are conducted in a lab format where students receive immediate feedback while working on projects.
- Real-Time Feedback: Students are encouraged to complete assignments during class, allowing for real-time feedback and ensuring they stay on track.
- Focus on Essential Skills: This course covers critical social media marketing skills, including video editing, social media analytics, content creation, and campaign management. By the end of the course, students will leave with both completed projects and a portfolio that showcases their capabilities.
Week-by-Week Course Outline:
Week 1: Introduction & Account Setup
- Review syllabus and course expectations
- Create course creator accounts
- Explore examples of effective social media videos
- Sign up for Hootsuite and Canva Premium
- Assignment: Canva resume project
- Homework: How to shoot videos for social media
- Quiz: Shooting a video basics
Week 2: Videography & Content Planning
- Learn phone settings for video recording
- Pre-production planning and scripting for a 2-minute video
- Choose a content creator account topic (TikTok & Instagram)
- Plan content by finding 5 similar social media accounts
- Assignment: Videography clips submission (10 clips minimum)
Week 3: Branding & Social Media Strategy
- Develop a color scheme and branding for social media profiles
- Social media training with Hootsuite
- Focus on optimizing social media bios and profiles
Week 4: Video Submission & Editing Basics
- Submit initial video clips
- Introduction to editing with Premiere Pro and CapCut
- Homework: Hootsuite Social Marketing training (Chapter 1)
- Learn how to add audio to videos
Week 5: Advanced Video Editing & Canva
- Edit video clips into a single cohesive video
- Add music, captions, and voiceovers
- Use Canva for video enhancements and design elements
Week 6: YouTube Optimization & Thumbnails
- Optimize YouTube videos with descriptions and titles
- Create custom thumbnails using Canva
- Begin planning a content calendar for social media posts
Week 7: Content Creator Project & Reels
- Guest speaker session on social media trends
- Explore different types of reels and content formats
- Plan and develop a content calendar
- Assignment: Social media content calendar
Week 8: Content Creation & Inspiration
- Open TikTok and Instagram creator accounts
- Find inspiration reels for content ideas
- Plan and record your first introduction video
- Insert subtitles and edit reels directly on Instagram and TikTok
Week 9: Editing with Canva & Reels
- Edit Instagram reels using Canva
- Homework: Creating engaging reels using Canva tools
- Focus on refining your video content with transitions and overlays
Week 10: Captions & Voiceovers
- Edit and finalize your first reel for social media
- Techniques for writing engaging captions
- Add voiceovers to enhance video storytelling
- Optional: Affiliate marketing strategies
Week 11: Social Media Posts & Image Content
- Create image posts and carousels for Instagram
- Experiment with AI-generated content
- Assignment: Second creator account reel submission
Week 12: Client Project Introduction
- Meet with the non-profit client (Casa Larimer)
- Conduct internal and competitor audits
- Develop a social media strategy for the client
- Assignment: Write a report using AI tools
Week 13: Client Strategy & Implementation
- Continue working on social media content for the non-profit
- Collaborate on strategies to improve engagement and reach
- Plan and create social media posts for the client
Week 14: Client Project Execution
- Finalize social media content and strategy for the non-profit client
- Continue refining posts, videos, and engagement tactics based on client feedback
- Collaborate on finalizing content schedules and deliverables
- Guest speaker session on social media marketing trends
Week 15: Client Work Continuation
- Finalize all client social media assets (reels, posts, graphics)
- Conduct final reviews and edits for the non-profit campaign
- Ensure all client deliverables are completed and ready for submission
Week 16: Resume Building & Final Reel Project
- Focus on creating and refining professional resumes highlighting newly acquired skills
- Complete and polish the final reel projects for creator channels
- Provide guidance on showcasing work in a portfolio format for job applications
