In COMM 386U: Social Media Strategy at the University of British Columbia (UBC), students engage in a comprehensive group project designed to develop a social media marketing strategy for a real-world client. This project allows students to apply theoretical knowledge to practical scenarios, enhancing their understanding of social media's role in modern business.�
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Project Overview:

Students form teams of 4-5 members to collaborate on creating a social media strategy and plan for an actual product or service. The project's scope includes:�
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Situation Analysis: Evaluating the client's current marketing landscape, particularly their advertising and communication strategies, and identifying specific challenges or objectives.�

Opportunity Identification: Determining how social media can be integrated into the client's marketing mix to achieve business goals.�

Objective Setting: Establishing clear marketing objectives for the social media strategy based on the analysis and identified opportunities.�
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Strategy Development: Crafting a comprehensive plan that outlines the theme, messaging, target audience, engagement tactics, and methods to encourage consumer interaction and word-of-mouth promotion.�

Incentive Planning: Designing incentives to motivate target consumers to engage and share content within their networks.�

This project not only enhances students' strategic planning skills but also provides practical experience in addressing real-world marketing challenges.�

Learning Objectives:

Upon completing this project, students will be able to:

Understand Social Media's Impact: Recognize how social media influences business and marketing practices.�
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Apply Consumer Interaction Principles: Leverage psychological and sociological insights into consumer interactions when developing strategies.�
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Utilize Social Media Tools: Gain proficiency in using predominant social media platforms for business communication.�

Innovate Business Processes: Explore creative applications of social media in various business functions, such as product development and customer service.�
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Engage Consumers Effectively: Develop strategies to publish relevant content that engages consumers and enhances brand influence.�
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Strategize Social Media Integration: Formulate plans to identify and leverage social media opportunities within a company.�
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By participating in this project, students acquire valuable skills in strategic thinking, digital marketing, and collaborative problem-solving, preparing them for careers in the dynamic field of social media marketing.�

For more detailed information on the course and its components, you can refer to the UBC Sauder School of Business course description:
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Additionally, resources such as lecture notes and assignments related to COMM 386U are available on academic platforms like Studocu: �
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