| 12/27/2024 7:52:32 AM |
| Changed Course |
| CATALOG INFORMATION
|
| Discipline and Nbr:
WINE 128 | Title:
WINE SOCIAL MEDIA |
|
| Full Title:
Developing and Maintaining Wine Social Media Campaigns |
| Last Reviewed:12/4/2023 |
| Units | Course Hours per Week | | Nbr of Weeks | Course Hours Total |
| Maximum | 1.50 | Lecture Scheduled | 1.50 | 17.5 max. | Lecture Scheduled | 26.25 |
| Minimum | 1.50 | Lab Scheduled | 0 | 4 min. | Lab Scheduled | 0 |
| | Contact DHR | 0 | | Contact DHR | 0 |
| | Contact Total | 1.50 | | Contact Total | 26.25 |
| |
| | Non-contact DHR | 0 | | Non-contact DHR Total | 0 |
| | Total Out of Class Hours: 52.50 | Total Student Learning Hours: 78.75 | |
Title 5 Category:
AA Degree Applicable
Grading:
Grade or P/NP
Repeatability:
00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As:
Formerly:
Catalog Description:
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Students will learn to build a team to create an effective social media campaign and to use popular social media platforms to promote wine, winery events, and wine brands. Included are basics of wine branding, how to identify target audiences for wine social media campaigns, how to develop metrics for measuring effectiveness of wine social media campaigns, and how to integrate social media campaigns into existing wine marketing strategies.
Prerequisites/Corequisites:
Recommended Preparation:
Eligibility for ENGL C1000 or equivalent and CS 57.11 and Course Completion of VIT 1 OR Course Completion of WINE 1
Limits on Enrollment:
Schedule of Classes Information
Description:
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Students will learn to build a team to create an effective social media campaign and to use popular social media platforms to promote wine, winery events, and wine brands. Included are basics of wine branding, how to identify target audiences for wine social media campaigns, how to develop metrics for measuring effectiveness of wine social media campaigns, and how to integrate social media campaigns into existing wine marketing strategies.
(Grade or P/NP)
Prerequisites:
Recommended:Eligibility for ENGL C1000 or equivalent and CS 57.11 and Course Completion of VIT 1 OR Course Completion of WINE 1
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP
ARTICULATION, MAJOR, and CERTIFICATION INFORMATION
| Associate Degree: | Effective: | | Inactive: | |
| Area: | | |
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| CSU GE: | Transfer Area | | Effective: | Inactive: |
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| IGETC: | Transfer Area | | Effective: | Inactive: |
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| CSU Transfer: | | Effective: | | Inactive: | |
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| UC Transfer: | | Effective: | | Inactive: | |
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| C-ID: |
Certificate/Major Applicable:
Both Certificate and Major Applicable
COURSE CONTENT
Student Learning Outcomes:
At the conclusion of this course, the student should be able to:
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1. Identify the key skills needed in a team that effectively creates and runs wine social media campaigns.
2. Understand and use all important social media platforms effectively for wine, wine event, and wine brand promotion
3. Develop a basic wine brand strategy
4. Identify target audiences for wine brand promotion using social media
5. Develop metrics for measuring effectiveness of wine social media campaigns
6. Integrate social media campaigns into existing wine marketing strategies
Objectives:
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At the conclusion of this course, the student should be able to:
1. Develop social media campaigns for promoting wine
2. Develop engaging social media content that stands out from wine competitors
3. Use techniques for promotion of wine events on social media
4. Effectively operate winery outreach campaigns in all significant social media platforms
5. Develop a wine branding strategy and social media campaigns to build brand identity
6. Identify and reach target audiences for wine social media campaigns
7. Develop metrics to measure effectiveness of wine social media campaigns
8. Understand how to integrate wine social media campaigns with overall wine marketing strategies
9. Explain the advantages to wine owners of all major social media platforms
Topics and Scope
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I. Roles in the Creation and Running of an Effective Wine Social Media Campaign
A. Writer
B. Editor
C. Expert
D. Social media software expert
II. How to Set up Social Media Campaigns in All Major Platforms
III. Guiding Principles for Social Media Marketing
IV. When and How to Use Freelance and Agency Help
V. Behavioral and Psychological Factors that Drive Social Media
VI. How to Set up a Wine Social Media Strategy including an Annual Strategy Session
VII. Case Studies of Three Different Strategies
VIII. How to Set up Effective Websites and Blogs that Compliment Social Media
IX. How to Create Content for Wine Social Media Campaigns
X. How to Effectively Use Multimedia
XI. How to Plan and Execute "Tentpole" Campaigns around Wine Events
XII. Effective Wine Content Curation
XIII. How to Find and Use all the Necessary Statistics and Metrics
XIV. How to Use Paid Advertising in Social Media
XV. How to Effectively Promote Wine Events
XVI. Integrating Social Media with other Wine Marketing Approaches
XVII. Connecting with Influential People who Share your Content
XVIII. Use of Podcasting, Videocasting, and Webcasting
XIX. Knowledge of other Effective Marketing Strategies as appropriate, such as:
A. Microblogging
B. RSS feeds
C. Creation of widgets and badges
D. Search enging optimization tools
1. bookmarking
2. keywords
3. communities
XX. What Makes a Brand Stand Out from Wine Competition
XXI. Steps for Use of Social Media to Build Wine Brand Identity
XXII. Understanding Paid Media
XXIII. Tools for Identification of Target Audiences and Social Media Marketing Opportunities
XXIV. How to Effectively Reach Different Target Audiences with Wine Content
XXV. Creation of Metrics to Track and Measure the Effectiveness and Return on Investment of Social Media
Assignments:
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1. Weekly reading (2-10 pages)
2. Research and create a written wine brand strategy (3-5 pages)
3. Develop and present a wine social media campaign storyboard
4. Practice exercises (4-6), such as:
A. Research
B. Design social media content and campaigns
C. Design metrics
5. Final written exam (2-5 pages)
Methods of Evaluation/Basis of Grade.
| Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing. | Writing
30 - 55% |
| Written brand strategy | |
| Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills. | Problem Solving
15 - 35% |
| Practice exercises | |
| Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams. | Skill Demonstrations
10 - 30% |
| Storyboard presentation; practice exercises | |
| Exams: All forms of formal testing, other than skill performance exams. | Exams
20 - 40% |
| Final written exam | |
| Other: Includes any assessment tools that do not logically fit into the above categories. | Other Category
0 - 0% |
| None | |
Representative Textbooks and Materials:
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500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More! 2nd ed. Macarthy, Andrew. CreateSpace Independent Publishing Platform. 2018 (classic).
Social Media Marketing: A Strategic Approach. 2nd ed. Barker, Melissa and Barker, Donald. South-Western College Publication. 2016 (classic).
Instructor prepared materials.
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