Course Basic Information

Instructor Contact Information

• Instructor: Dr. Hsuan Hsu, Department of Marketing and Distribution Management, NKUST
• Contact Information
  • E-mail: [email protected]
  • Microsoft Teams: [email protected]
  • Zuvio's Student Feedback
• Office: C309 (Please make an appointment first, do not come directly)

Extra Credit, Absence Requests, Questions, and Feedback

• Extra Credit: Please fill in this form🔗👉11401 Internet & SMM （You must log in with your Microsoft Office 365 email. For instructions, see 🔗👉https://go.nkust.edu.tw/info.php）
• Leave of Absence: Please fill out this form 🔗👉https://forms.office.com/r/iCWu60WzMj
• Questions and Feedback: Submit through this 🔗👉https://forms.office.com/r/yLP9MAQ0sj

Course Objectives, Outline, and Grading Methods

🔗👉Course Information Inquiry

Course Books

Social Media Marketing: A Strategic Approach (Asia Edition)/3 edition

https://eshop.hwatai.com.tw/SalePage/Index/9982255?lang=zh-TW

How to Buy 👉 NKUST Graphics Department

References for Midterm and Final Presentations

15-20 mins/ per group

• Competitive Brand Analysis – examining the social media performance of brands related to the one you plan to develop. Here’s the outline for your reference:

  • 🎯 Objective: To analyze brands or social media accounts that share a similar theme or positioning with your targeted brand or theme. By studying their strategies, visual style, and audience engagement, you’ll gain insights to guide your own social media marketing plan.
  • 📌 Key Components
    • Brand Selection: Choose 2–3 brands related to your chosen theme or industry. Please focus on brands that share similar target audiences or brand values.
    • Brand Overview: For each selected brand, briefly describe:
      • Brand positioning (style, tone, and value proposition)
      • Target audience (demographics, lifestyle, psychographics)
      • Social media platforms used (Instagram, YouTube, TikTok, etc.)
    • Social Media Performance Analysis: Observe how each brand communicates its identity through posts:
      • Visual Style: Are the colors, photos, and layouts consistent?
      • Tone & Content: Is it educational, informative, artistic, interactive, or entertaining?
      • Engagement: How do audiences respond or comment?
      • Hashtag Use: Are there branded or campaign hashtags?
      • Posting Frequency: How often do they post? Any seasonal or campaign trends?
    • Insights & Takeaways: Summarize 3–5 key findings or inspirations, such as:
      • What makes their posts successful?
      • What engagement tactics could you apply?
      • Which tone or format best fits your future brand strategy?
    • Reference: Brands’ Marketing Strategies

• Social Media Marketing Plan– creating a marketing strategy for your chosen brand 👉 🔖 Ch 14 (pp. 270-294) & Appendix- Caffé Daily Social Media Marketing Plan (pp. 295-315)

  Peer Evaluation for Midterm Presentation

  

• Content Creation & Production – developing social media content for the brand you aim to establish

  • Goal
  • Strategy
  • TA/ Persona
  • Please create at least five pieces of content (image + caption) for your brand or theme. Your set should include:
    • One Informational Post
    • One SPREAD-Framework Post
    • One Seasonal / Holiday Post
    • One Influencer Post
    • One Entertainment Post