{"id":1921,"date":"2021-12-06T00:01:00","date_gmt":"2021-12-06T05:01:00","guid":{"rendered":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/?page_id=1921"},"modified":"2023-09-11T16:51:16","modified_gmt":"2023-09-11T20:51:16","slug":"unit-12-course-materials","status":"publish","type":"page","link":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/course-materials\/unit-12-course-materials\/","title":{"rendered":"Unit 12 Course Materials"},"content":{"rendered":"<p><b>Unit 12: Social Media &amp; Personal Selling<\/b><span style=\"font-weight: 400\"> is our LAST unit of the semester &#8212; can you believe it? We\u2019ve learned a lot about Marketing this semester, and there is still so much to learn. I hope that by now, you\u2019ve built a foundation of concepts that will help you as you continue your studies in marketing and in business management. If neither of those fields are your major or planned career path, that\u2019s okay! Understanding marketing will also make you a more informed consumer, and that applies to all of us!<\/span><\/p>\n<p><span style=\"font-weight: 400\">In this unit, we\u2019ll learn about how selling directly plays into the marketing environment. Salespeople exist in all forms: on the retail \u201cfloor\u201d at Old Navy, employees might help sell you a pair of jeans by making a recommendation or highlighting the features; an employee for the New York Knicks might be charged with selling tickets to individual games or season tickets to businesses; a MaryKay makeup representative might sell by inviting friends over for \u201csales parties\u201d or by using social media marketing to promote their products; the list goes on.<\/span><\/p>\n<p><span style=\"font-weight: 400\">We\u2019ll focus on <\/span><b>personal selling <\/b><span style=\"font-weight: 400\">this week, which is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. There is also a quick video in this unit\u2019s course materials folder which will explain personal selling a bit more.<\/span><\/p>\n<p>We will also discuss\u00a0<strong>social media marketing<em>\u00a0<\/em><\/strong>in which companies use platforms like Facebook, Instagram, TikTok, and Twitter to get the word out about their products or services and\/or tap on influencers to showcase the brand attributes they&#8217;d like to highlight.<\/p>\n\n\n<p><strong>By the end of this unit, you should be able to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Explain integrated marketing communication (IMC) and its connection to the organization\u2019s marketing strategy<\/li>\n\n\n\n<li>Discuss how to develop effective messaging for marketing communications<\/li>\n\n\n\n<li>Explain factors to consider when selecting marketing&nbsp;communication methods to execute the strategy<\/li>\n\n\n\n<li>Describe common&nbsp;methods&nbsp;of marketing communication, their advantages and disadvantages<\/li>\n<\/ul>\n\n\n\n<p><strong>In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong><\/p>\n\n\n\n<p>1. Read this Open Educational Resource (free to access):\u00a0the <strong><a href=\"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/reading-personal-selling\/\">Personal Selling<\/a><\/strong><sup>1<\/sup> segment of <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/why-it-matters-integrated-marketing-communication-imc-strategy\/\" target=\"_blank\">Module 13: Promotion: Integrated Marketing Communication (IMC)<\/a><\/strong> which we read in Unit 12.<br><em><em>You do not need to complete the assignments or questions at the end of this resource. Please use the links on our <a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/about-this-class\/schedule\/\">Course Schedule<\/a> to learn more and to complete the assignments for this week.<\/em><\/em><\/p>\n\n\n\n<p>2. Read this Open Educational Resource (free to access):&nbsp;the <a rel=\"noreferrer noopener\" href=\"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/chapter\/reading-digital-marketing-social-media\/\" target=\"_blank\"><strong>Social Media Marketing<\/strong><\/a><sup>2<\/sup> segment of <strong><a href=\"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/chapter\/why-it-matters-marketing-mix\/\" target=\"_blank\" rel=\"noreferrer noopener\">Module 14: The Marketing Mix<\/a><\/strong>. <\/p>\n\n\n\n<p>3. Read <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.investopedia.com\/terms\/m\/multi-level-marketing.asp\" target=\"_blank\">this article<\/a><\/strong> from Investopedia<sup>3<\/sup> about Multi-level Marketing.<\/p>\n\n\n\n<p>4. Watch <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.youtube.com\/watch?v=9m45nVsvvEY\" target=\"_blank\">this video<\/a><\/strong> from <strong>Wahoo Digital<\/strong><sup>4<\/sup> (embedded below; ignore the sales pitch at the very end) about what the benefits and goals of Social Media Marketing are.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What is Social Media Marketing in 2 minutes.\" width=\"625\" height=\"352\" src=\"https:\/\/www.youtube.com\/embed\/9m45nVsvvEY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>5. In lieu of a lecture for this unit, we will be watching a feature film called <strong><em>The Joneses<\/em><\/strong> which aligns with this unit&#8217;s course materials. We will not meet for a live class session; instead, students should use class time to watch the film <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/watch.plex.tv\/movie\/the-joneses?autoplay=1&amp;utm_source=justWatch-catalog&amp;utm_medium=deeplink&amp;utm_content=5ee09767eb606100425cba9f\" target=\"_blank\">here<\/a><\/strong> for free. Students do not need to create an account &#8212; the link should lead directly to the film.<strong> Please note: this film is rated R &#8212; please be conscious of this as you determine when and where to watch this film. There is some explicit content.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n\n\n\n<p><strong>Sources:<\/strong><\/p>\n\n\n\n<p><sup>1<\/sup>CC LICENSED CONTENT, ORIGINAL Revision and adaptation.&nbsp;<strong>Provided by<\/strong>: Lumen Learning.&nbsp;<strong>License<\/strong>:&nbsp;<em><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/p>\n\n\n\n<p><sup>2<\/sup>CC LICENSED CONTENT, ORIGINAL Revision and adaptation.&nbsp;<strong>Authored by<\/strong>: Linda Williams and Lumen Learning.&nbsp;<strong>License<\/strong>:&nbsp;<em><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/p>\n\n\n\n<p><sup>3<\/sup><a href=\"https:\/\/www.youtube.com\/channel\/UCzOjBG4Qpii9T_44gU-h7Eg\">Wuhoo Digital<\/a> on YouTube: <em>What is Social Media Marketing in 2 minutes.<\/em> https:\/\/www.youtube.com\/watch?v=9m45nVsvvEY<\/p>\n\n\n\n<p><sup>4<\/sup><a href=\"https:\/\/www.investopedia.com\/contributors\/53886\/\">Tarver, Evan<\/a>; <a href=\"https:\/\/www.investopedia.com\/amy-drury-4776200\">Drury, Amy<\/a>; <a href=\"https:\/\/www.investopedia.com\/kirsten-schmitt-5078524\">Rohrs Schmitt, Kirsten<\/a> for Investopedia: <em>Multilevel Marketing (MLM)<\/em>. https:\/\/www.investopedia.com\/terms\/m\/multi-level-marketing.asp<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unit 12: Social Media &amp; Personal Selling is our LAST unit of the semester &#8212; can you believe it? We\u2019ve learned a lot about Marketing this semester, and there is still so much to learn. I hope that by now, you\u2019ve built a foundation of concepts that will help you as you continue your studies [&hellip;]<\/p>\n","protected":false},"author":1403,"featured_media":0,"parent":101,"menu_order":12,"comment_status":"closed","ping_status":"closed","template":"","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"folder":[],"class_list":["post-1921","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/users\/1403"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/comments?post=1921"}],"version-history":[{"count":12,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1921\/revisions"}],"predecessor-version":[{"id":3631,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1921\/revisions\/3631"}],"up":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/101"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/media?parent=1921"}],"wp:term":[{"taxonomy":"folder","embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/folder?post=1921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}