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COMBINEDGSC/SOCIALMEDIA/PUBLICRELATIONS—CAPSTONEMMC6936Summer2018COURSEINFORMATIONMMC6936:Summer2018Credits03MeetingTime:DistanceAsynchronousandOnlineClassroom—Selectdatesduringthesemesterat7PMEST.Individualand/orteamconsultationswillbeapartofthisprogram.OfficeHoursByAppointmentConnectClassroomURL:https://uflcoj.adobeconnect.com/sm_capstone_hughes/CanvasClassroomURL:https://ufl.instructure.com/courses/351770INSTRUCTORRobert(Bob)HughesMArjhughes@jou.ufl.edu970-368-2021PleaseseemyBio—andaplaceforyours—undertheDiscussionstabinCanvas.Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.IMPORTANT!FollowthissyllabusONLYforyourclassinformation.Printitoutandcheckthingsoffascompleted.THEREMAYBEINFORMATIONINCLUDEDHERETHATISNOTFULLYEXPLAINED/INCLUDEDONCANVASPAGES!!!AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformation(butnotallAnnouncements)willbesentviaemailwhenitispostedinthistab.

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COURSEWEBSITECanvasClassroom:https://ufl.instructure.com/courses/351770ContactUFHelpdeskhttp://helpdesk.ufl.edu/(352)392-HELP(4357)ifyouhaveanytroublewithaccessingyourcourse.CourseDescriptionTheaimoftheCombinedGSC/SocialMedia/PublicRelationsCapstonecourseistopreparestudentstomastertheelementsofacommunicationmediacampaignusingprinciplesandstrategiesofpublicrelations,advertising,andbranding.TheCapstoneisoneofthefinalacademicopportunitiesforyou,asastudentintheUFCJCMastersprogram,toapplyyouraccumulatedknowledgeandskillsandtofurtherprepareyoutoexcelinaprofessionalsetting.Thecourseisdesignedfromaprofessionalperspectiveandmakesuseofextensivereal-lifesituationsandexamples.Youwillapplyyourskillsinateamenvironmenttoaclientthathasbeenassignedtothissemester’sCapstoneclass.Workingwithateam,andwithfeedbackfromyourpeersandyourinstructor,youwilldevelopacommunicationplan,usinganalysisfortheaudience,channels,andprojectedresults.Youwillbuildthiscampaignthroughoutthesemester,completingvariousassignments,meetingdeadlinesandrefiningyourplan.Neartheendofthesemester,youwillhaveawell-researched,insightfulandcreativeplanandimplementedcontentthatillustrateshowsocialmediawillleadtopositiveoutcomesforyourclient.Finally,youwillpresentyourcampaigntotheclientinanonlinepresentationviaAdobeConnectandshareyourplanlearningswithProf.Hughes.Thisisademandingbutexcitingandintellectuallyrewardingopportunitytoapplyskillsandknowledgeyouhaveacquiredthroughoutyourcoursework,duringinternships,and/orinprofessionalpositions.Althoughtheprimarycoursefocusisoncreatingacomprehensivecommunicationcampaign,therewillbeclassassignmentsanddiscussionstoevaluateyourknowledgeofspecificconceptsrelevanttocommunicationandbranding.Thiscourseisconductedinacombinationofliveclassesandasynchronousinteractiononline.Thisformatmirrorshowprofessional,globalcommunication,socialmedia,branding,andadvertisingteamsincreasinglyareassembledacrossgeographiesandtimezones,countriesandcultures,workingtogetherusingdigitalandonlinetechnologies.Thecourseiscenteredonyouandyourlearningneeds.Thiscourserequiresgraduate-levelthinking,analyticalskillsandmaturity.TheCapstoneis“learninginaction.”Donewell,yourcampaignwillbecomeanimportantcredentialtosharewithcurrentorprospectiveemployers.Pleasenote:theinstructorwillrespondtoe-mailusuallywithin24hours,butthegoalistodosomuchquicker.

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Additionally,someofyourclassworkmaybeused—withyourpermission—onthenewCJCsocialmedianewssite.Thispublicationofyourworkcanaidinbuildingyourprofessionalprofileonsocialmedia.Seethesiteat:http://ufsocial.jou.ufl.edu/COURSEOBJECTIVESWorkingindividuallyandincollaborationwithothers,studentswillcompleteagraduate-levelprojectthatdemonstratestheirabilitytointegratetheknowledgeandskillsacquiredfromtheUFMasterofArtsandothercoursework.TheCapstoneprojectisdesignedtoenablestudentstodemonstrateskillsinresearchandanalysis,strategicthinking,effectivewritingandoralcommunicationacrossmultiplechannelsandformultipleaudiencesworldwide.Studentswillapplytheirlearningtoaclient-orientedsocialmediaplanandapresentationofthatplan.COURSEEXPECTATIONSTheCapstoneProjectwill:

• Effectivelyapplystrategicandcreativecommunicationskillstocomplexchallengesandopportunities.

• Demonstratetheuseandvalueofresearchandanalysisinrespondingtopotentialoremergingcommunicationproblemsandopportunitiesusingsocialmedia.

• Assembleandpresentafullyintegratedcommunicationsplanthatreflectsstrategicthinking,industrybestpractices,trendsandtools.

• Workeffectivelyvirtually,individuallyandincollaborationwithotherpeople,demonstratingprofessionalcommunicationskills,creativityandoriginality,accountability,balancingleadershipwithteamworkandcooperativebehaviors.

• Exhibitacommitmenttopersonalandprofessionalethics.COURSEDESIGNThiscoursewillcombinebothlivesessionsanddirectedwork.LiveclasssessionswillbeheldselectMondaynightsofthesemesterstartingat7pmEST.(Liveclasseswillberecordedforlaterviewingincaseyoucannotattendinperson.)Asthisisa“living”course,liveclassesmaybescheduledthatarenotonthissyllabus,and,dependingonclassstatus,scheduledclassesmaybecancelled.WeallwillbeflexibletomakesurethisCapstoneclassisasuccess!!Too,theremaybeliveclassesscheduledwiththesemester-longclientasnecessary.Thesewillbescheduledtofittheclient’sschedule,soagain,weaskflexibility.ClientInteractionTolessenthetimedemandsontheCapstoneclient,Iwillbetheinterface.Tothatend,lookforaClientQuestionsthreadundertheDiscussionstabinCanvasandpleasepostyourindivdualand/orteamquestionsthere.Iwillthensendacompilationofthosequestionstoourclientforanswering.OnlineClassRequirementsYouwillneedanInternetconnectiontoaccessthiscourse,viewthelectures,attendonlineclasssessions,andcompleteyourassignments.Youmustbeabletocommunicatewiththeinstructor.Mostcommunicationscanbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.comorGoogleDrive(bothfreeonlineservices)tosharelargefiles.

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LecturesIwillregularlypostupdatevideosthroughoutthesemester.WatchtheAnnouncementstabforwhentheyarepostedalongwithalinktothem.AssignmentsYouwillhaveregularassignmentsandthesewillbethebasisforyourfinalgrade.ThemaingoalofthisCapstoneCoursewillbethedevelopmentofarealCommunictionPlanyouwillcreateworkingwitharealclient.Youwillbeexpectedtointeractwithyourteamonaregularbasis,justlikeareal-worldAgencyAccountpersonwoulddo.OwnershipEducationAsgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athreadwhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudentwhichlimitstherestoftheclassfromgainingthisknowledge.RequiredTextbooksTherearenorequiredtextbooksforthiscourse.YoumayfindSocialMediaMarketingbyTracyTutenandMichaelSolomonandContemporaryAdvertisingbyDr.Weigoldofhelpinyourplandevelopment.COURSEPOLICIESAttendancePolicyThisisanonlineasynchronouslydeliveredcourse,attendanceintheformofcallingrollwillnotoccur;LateWorkandMake-upPolicy:Youareexpectedtoprepareandsubmityourassignmentsonatimelybasis.Too,youareexpectedtoworkonatimelybasiswithyourTeamandmeetallagreeduponteamdeadlines.Duedatesareclearlylaidoutinthissyllabusandintheattendantclasscalendar.Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Extensionsfordeadlineswillonlybeforpreapprovedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Withthisinmindtherewillbepenaltiesforlatework:

• Lessthananhourlate 05pointsoff• Morethananhourlatebutlessthan24hourslate 10pointsoff• Morethan24hourslatebutlessthan48hourslate 15pointsoff• Morethan48hourslate 25pointsoff• 49hoursandgreaterlate Notacceptedatall

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Issueswithuploadingworkforagradeisnotanexcuse.IfyouhavetechnicaldifficultieswithCanvas,thereareothermeanstosubmitcompletedwork.Youmayemail.zipfilesorevenlinkstoDropboxfolderstoInstructorviaUFemail.Anothersuggestiontocompensatefortechnicaldifficultiesbynotwaitinguntilthelastminutetosubmitwork.Technicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajorpersonalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituationsbeyondtheircontrolshouldnotifytheirinstructorsimmediately.StudentsarealsoadvisedtocontacttheDeanofStudentsOfficeiftheywouldlikemoreinformationonthemedicalwithdrawalordropprocess:https://www.dso.ufl.edu/care/medical-withdrawal-process/.StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,andshemaybereachedattrobbert@jou.ufl.edu.Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxCourseworkSubmissionsIngeneral,asnotedthroughoutthissyllabus,mostcourseworkshouldbesubmittedthroughtheAssignmentstabintheCanvasclassroom.GeneralDeadlinesThisclass,likeothers,involvesmanydeadlines.Pleasereview,printout,andmarkoffassignmentsontheClassCalendarwhichisfoundontheHomepageofCanvas.GradingThisCapstonecourseconsistsofyourproducingaCommunicationPlanforyourclient.Youwillberesponsibleforpostingkeypiecesofthisplanasweproceedthroughthesemester.Gradingforthisworkwillbesubjectiveandwillbebasedonmy25yearsasbothaclientandanagencymanager.Mygoalistotreatyouasaprofessionalinyourfield,andmyfeedbackwillbetreatedassuch.Yourworkwillbeevaluatedaccordingtothisdistribution:WeeklyDiscussions 100points Individual ScopeofWork 50points Team SituationAnalysis 50points TeamGoals&Strategies 50points TeamTargetAudience 50points TeamChannels/Rationale 50points Team

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PlanOutline 50points TeamPlanRoughDraft 50points TeamFinalPlan 250points TeamEvergreenContent 100points TeamClientPresentation 100points TeamPlanLearnings 100points Individual TOTAL 1000points100% Teamassignments80%(800totalpoints) Individualassignments20%(200totalpoints)Finalgradeswillbedeterminedasfollows:A 93-100%A- 90-92%B+ 87-89%B 83-86%B- 80-82%C+ 77-79%C 73-76%C- 70-72%D+ 67-69%D 60-66%E 0-59%Rounding:Iroundwhenassigninggrades.Whenthegradefallsata.5,Iwillroundup.GradingpolicyGeneralUniversitypoliciesregardinggradescanbefoundathttps://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspxCOURSEANDASSIGNMENTDETAILSInthistwelve-weekcourse,weneedtostayonpointandprovidethesectionsofyourplanonatimelybasis.Hence,youwillseeweeklydeliverablesforeachsectionoftheplantoensurewewillallmeetthistimeframe.TeamworkiskeytosuccessintheCapstone.YouwillbeevaluatedbyyourteammatesandIwilltakeyourpeerreviewsintoaccountforfinalgrades.Don’tbetheweaklink!!!Allthissaid,IwillbeasflexibleasIcanbeinworkingwithyouondeliverablesandprovidingoutstandingserviceandplanningforyourclients.Stayintouchsowecanmakesuresuccessisthereforallofus.ScopeofWorkOneofthefirstdeliverablesforyourCommunicationPlanwillbeaScopeofWorkyouwillpresentforclientreviewandgainagreementforthe“scope”oftheplanyouwillbepresentingandexecutingforyourCapstoneProject.WhiletheformatforthisSOWcanbeflexible,therearekeyelementsthatmustbeincluded.IfyouareunfamiliarwithcreatingaScopeofWork,herearesomegoodresources:

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DefinitionandOverviewofaScopeofWorkScopeofWorkExampleandTemplatesExamplesofScopeofWorkdocumentsDiscussionPostsDiscussionisakeypartofthiscourse.Youwillbeexpectedtoreadtheassignedreadings,viewtheassignedvideos,andactivelyparticipateinregulardiscussionsthroughthe“Discussions”tabintheCanvase-learningsite.YouwillseeinsomeweeksIwillprovidetheDiscussionQuestionbasedonanarticlethathasclearbearingonyourworkfortheweek.SomeweeksIwillaskYOUtofindsuchanarticleandshareitwiththeclass,explainingWHYyouchoseitandHOWitrelatestoyourclientwork.Youwillbeaskedtothencommentonatleastoneclassmate’spostfortheweek’squestion.Yourinitialdiscussionreplyshouldbeabout300words,andyourclassmatefollow-upshouldbeabout200.TheinitialdiscussionpostisduebyThursdayofeachweekat11pmET;thefollowupbySaturdayofeachweekat11pmET.PeerReviewsAftereachassignmentIwillaskeachofyoutoevaluateyourteammatesontheircontributionstotheweek’swork.EvergreenContentDuringweeks6–11youwilldevelopaContentCalendarandEvergreencontentforyourclienttopost(ifsodesired).IfyouarenotfamiliarwithEvergreenContent,youwillfindmoreinformationat:WhatisEvergreenContentTipsforCreatingEvergreenContentWhyEveryBusinessNeedsEvergreenContentPlanReviewDuringselectclassweeks,wewillscheduleonlineliveclassesinwhichyouwillpresentyourplantoProfessorHughesusingPowerPointorotherplatformofyourchoosing.PlanPresentationDuringWeek12yourteamwillpresentthecompletedplantotheclientviatheAdobeConnectplatform.Eachteammemberwillbeexpectedtoparticipateinthepresentation.PlanLearningsDuringWeek12youwillindividuallyprepareasummaryofyourlearningsandobservationsabouttheplan.Includedinthisshouldbewhathasworkedinyourplanandwhatchangesyouwouldmakeina“revision”ofyourSMPafterthinkingaboutyourCapstonelearningandclientinputafteryourTeampresentation.ThiswillbeturnedinusingaPowerPointformat.

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Youwilldevelopabudget–ifappropriateforneedslikeFacebookBoost--fortheclientforyourplan,andpreparecontentandpostingcalendars.RUBRICFORGRADINGTHESOCIALMEDIAPLAN

Excellent Good Fair Poor Notcompleted 140-150 130-139 120-129 110-119 0Completeness(20%)

PLANhasmaterialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

PLANhasmaterialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

PLANhassomesectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

Missingsignificantsectionsorinformation.

Teamwork(25%) Ateamleaderintermsofparticipationandcontributions.Leadsinpeerreviews.

Ateamparticipantintermsofparticipationandcontributions.Averageinpeerreviews.

Wasnotasengagedasothers.Receivedlessthanaveragepeerreviews.

Lackofparticipationandengagement.Lowpeerreviews.

Quality(15%) Informationisofoutstandingquality(recent,useful,relevant).

Informationisofgoodquality(recent,useful,relevant).

Informationisofadequatequality(somewhatdated,occasionallynotusefulorrelevant).

Informationisofpoorquality(dated,notusefulorrelevant).

Coherent,clear,persuasive(20%)

Writingisclear,compellingandwithnospellingorgrammarerrors.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

Analysis(20%) SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestofthePLAN.

RubricforDiscussionposts

InitialPost InitialReplyMeetsfully(meetswordcount,substantiveand

5 5

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insightfulcomments)Meetspartially(notsubstansive;shortofwordcount)

2.5 2.5

Nopost 0 0GradingGuidelinesforotherDeliverables·GradeofA:Completedtaskfullyandontime,providedmeaningfulinsightandworkedtodevelopappropriateclientdeliverables.·GradeofB:Completedtaskpartiallyandontime,providedsomeinsightandcouldhavebeenmorethoroughindevelopmentofsocialmediaplan.·GradeofC:Completedtaskontime,butonlyprovidedminimalinsightinyouruseofaccounts,andmarginallyimprovedoverallsocialmediaplan.·GradeofDorF:Submittedplanandpresentedresults,butonlyprovidedminimalinsightinyouruseofaccounts,resultsandsocialmediaplan.ImportantnoteongradingforCapstoneUnlikemanyofyourpreviousUFGraduatecoursework,muchofthegradingonyourCapstoneprojectwillbesubjectiveonthepartoftheinstructor.IwillberelyingonovertwodecadesexperienceinthisbusinesswhenIamgradingmuchofyourwork.MygoalistoexpectthetypeofworkIwanttoseefrommyagencyandmyteammembers,andmymentoringofyouwillbedoneinthatsamelight.UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:

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Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:

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AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheFall1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditions

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orcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram._____________________________________________________________________CombinedGSC/SocialMedia/PublicRelationsCapstoneSummer2018WeeklyCourseWorkandSchedule_________________________________________________________________________________________________WEEKONE—CourseintroductionandMarketingOverviewTherewillbealiveclassthisweekonWednesdayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

ThisisamandatoryattendanceclassaswewillbenotonlysharingandoverviewoftheclassbutwewilllearnabouttheAdobeConnectsystem.Theclasswillberecordedandavailableforviewingatyourconvenience,butthisclasswillsetthestageforyourCapstonework.TherewillalsobeasecondliveclassthisweektomeetwiththeCapstoneclient.This,too,willbeamandatorymeeting.Itwillbescheduledtomeettheclient’sschedule.Thismeetingcouldbeovertheweekend,sopleasebeflexible.Focuson:Thestrategicmarketingplan—anoverview.HowstrategiccommunicationfitsintotheplanTheCombinedGSC/SocialMedia/PublicRelationsCapstonePlanisakeyelementoftheclient’soverallstrategicmarketingplan.Thesearticleswillgiveaquickoverviewofhowtocreateaplan:Readings/ViewingCreatingtheplan(articleandvideo):http://www.entrepreneur.com/article/43018

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TheRoleofPRinthemarketingmixhttp://skograndpr.com/2017/01/27/role-public-relations-marketing-mix/MarketResearchfortheplan:http://www.entrepreneur.com/article/43024Elementsoftheplan:http://www.entrepreneur.com/article/43026DiscussionTopicReadthisarticleonhowContentMarketingfitsintheStrategicMarketingPlan:http://contentmarketinginstitute.com/2014/05/where-content-marketing-fits-plan/ThearticleandinfographicraisesanumberofdifferencesbetweentraditionalmarketingandContentmarketing.InyourDiscussionpost,pleaseexplainhowyouthinkContentMarketingplaysapartinacommunicaiton,andsharetwoexamplesofhow.Then,pleasecommentontheresponsesofatleastoneclassmate.Inexpressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.Discussionassignmentposted:Fridayby11PMET.(Insubsequentweeks,thisisaThursdaydeliverable.Inthisfirstweekwewillshiftthescheduleabit.)Respondtoatleastoneclassmate:Saturdayby11PMET.TeamContractcompletedandpostedintheAssignmentstabbySaturdayby11PMET.________________________________________________________________WEEKTWO:ScopeofWorkFocuson:ElementsoftheSocialMediaplanTheclient/agencyrelationshipClientexpectationsDevelopingtheScopeofWorkforyourclientplan.Readings/ViewingCreatingaSocialMediaMarketingPlanC.Williamsonhttp://www.slideshare.net/corywilliamson/creating-a-social-media-plan-2529114WaysPRCanFuelContentMarketinghttp://contentmarketinginstitute.com/2014/06/public-relations-successful-content-marketing/HowToCreateASocialMediaMarketingPlanHootsuiteUhttp://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/

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DiscussionTopicReadthisarticleontheroleofpaid,ownedandearnedmediainyoursocialmediamarketingstrategy:http://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/Isoneofthethreeelementsofthepaper—paid,owned,andearned—moreimportantthantheothersinasocialmediaplan?Whichdoyouthinkismostimportanttoyoursocialmediamarketingefforts?Why?Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.ScopeofWorkforplan:Saturdayby11PMET.

• SeeSOWinfoonsyllabuspage8.

WEEKTHREESocialMediaandConsumerBehaviorTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.Focuson:SocialMedia’sinfluenceonconsumerbehaviorPlanSituationAnalysisReadingsSocialMedia’sinfluenceonconsumerbehaviorReadingsSituationAnalysisforSocialMediaImpactofIMConConsumerBehavior:http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.457.632&rep=rep1&type=pdfHowtoDevelopaSocialMediaStrategy(IencourageyoutocheckouttheMcKinseyandHarvardBusinessReviewlinksinthisarticleinparticular.)TopWaysthatSocialMediaInfluencesConsumerBehaviorbyElmerraji

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http://tcapushnpull.com/social-media-2/top-ways-that-social-media-influences-consumer-behavior/PublicRelationsImpactonConsumerBehaviorhttp://www.springboardmarketing.com/understanding-influencing-consumer-behavior/SocialMediaanditsImpactonConsumersBehaviorbyIoanashttp://www.ijept.org/index.php/ijept/article/view/Social_Media_and_its_Impact_on_Consumers_BehaviorNote—toreadthispaper,clickthelinktodownloadthePDFunderthetext‘FULLTEXT”DiscussiontopicIntheElmerajjiarticle(thethirdreadingfortheweek),theauthorshares4pointsabouthowsocialmediaisshapingthepurchasingdecision.Choose2ofthe4andsharehowthosepointswillaidyouindevelopingyourclient’sSocialMediaPlan,explainingwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETClientSituationAnalysis:Saturdayby11PMET.WEEKFOURTheRulesofEngagementFocuson:Permissionvs.InterruptionMarketingRulesofEngagementPlanGoalsandStrategiesReadings

CreatinganIMCtoMaximizeImpacthttps://trackmaven.com/blog/integrated-marketing-campaign-impact/

HowtoRunanIMChttps://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/run-properly-integrated-marketing-campaign/

AStepbyStepGuidetoCreatingaSocialMediaStrategyHootsuiteUhttp://blog.hootsuite.com/guide-to-creating-a-social-media-strategy/HowtoSetMeasureableGoalsforYourSocialMediaMarketingD.Praegerhttp://unbounce.com/social-media/how-do-you-measure-your-social-media-marketing/UseSMARTGoalstoSetYourSocialMediaStrategyG.Moranhttp://marketingthink.com/use-smart-goals-get-social-media-strategy-shape/

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SettingPRObjectives?GetSMARThttps://reputationtoday.in/features/setting-pr-objectives-get-s-m-a-r-t/TheRulesofSocialMediaEngagementB.Solishttp://www.briansolis.com/2011/03/the-rules-of-social-media-engagement/PermissionMarketingvs.InterruptionMarketinghttps://www.youtube.com/watch?v=tT8GxfTSMiYDiscussiontopicChooseasocialmediachannelORapublicrelationscampaignusedbyoneofyourfavoritecompaniesorbrands.SharehowyouareseeingtheyusetheSMARTgoalsettingprocessintheirplandevelopment.Then,explainhowYOUwillusetheSMARTgoalsettingprocessinyourclient’sSocialMediaPlan.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPlanGoalsandStrategiesdueSaturdayby11PMET.______________________________________________________________________________WEEKFIVETheTargetAudienceTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.Focuson:TheoptimaltargetaudienceWherearetheyonline?Whatdotheytalkabout?AreMillennials“different”?Readings/ViewingsMillennialsAreChangingMarketingForeverhttps://www.bcg.com/publications/2014/marketing-center-consumer-customer-insight-how-millennials-changing-marketing-forever.aspxMillenialsonSocialMedia

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https://www.youtube.com/watch?v=GClGJDarUxAFindingYourAudienceonSocialMediahttp://www.marketingdonut.co.uk/online-marketing/social-media-and-online-networking/finding-your-audiences-on-social-mediaSuggestedOptionalViewingUFPaneldiscussiononsocialmediaethicswithProf.ClayCalverthttps://www.youtube.com/watch?v=-A6bjrYfmpYDiscussiontopicFindanarticleonhowMillennialsareusingsocialmedia;sharethatlink/articlewiththeclassandexplainhowyouwillapproachtheMillennialtargetaudienceinyourplanandwhy.(Or,ifyourplanwilldoesnottargetMillennials,explainthatandwhynot!)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETDevelopandpostTargetAudienceprofilebySaturdayby11PMET.______________________________________________________________WEEKSIXCapstonePlanChannelsFocuson:DevelopingthemosteffectivechannelsforyourCapstoneclientplanReadings:

ChannelstoDeliverContentinYourIMChttp://www.amyacommunications.com/channels-deliver-content-integrated-marketing-plan/

TraditionalvNewMediaChannelshttps://masterful-marketing.com/marketing-channel-strategy/

ChoosingtherightsocialchannelsforyourbusinessChoosingtherightcommunicationchannelsWhichMarketingChannelsareWorthFocuingonin2018?ContentMarketingFramework(Don’tmisstheslideshowatthebottomofthearticle.)

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DiscussionTopic:WatchthisinterviewonHowContentandSocialMediaMarketinginteractat:http://www.socialmediaexaminer.com/content-and-social-media-marketing/ExplainthepointsfromMr.Pulizziyouagreewith,thoseyoudon’tandwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET DevelopandpostchosenchannelsforCapstoneplanandrationaleforeachby11pmET__________________________________________________________________________WEEKSEVENOutlineoftheteamclientplanFocuson:YourclientplanReading:

SevenStepstoaBetterIMChttps://www.forbes.com/sites/forbesagencycouncil/2017/03/16/seven-steps-to-a-better-integrated-marketing-communications-strategy/#3e5b43ae7841

SevenStepstoBetterPRPlanninghttps://www.ragan.com/Main/Articles/52815.aspxDiscussionTopicRead“The12QuestionstoAskYourselfbeforeCreatinganIMC”locatedat:https://www.americaninno.com/austin/integrated-marketing-campaign/Ofthepointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimportanttoyourCapstoneclient?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETOutlineofyourteamplandueSaturdayby11pmET_______________________________________________________________________WEEKEIGHTBenefitsoftheIMCPlanContinuedevelopmentofplanoutline;begindevelopingroughdraftofplan

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Focuson:TheBenefitsoftheIMCPlanTeamupdateswithProf.Hughes(thesewillbeconductedviaAdobeConnectbyappointmenttoreviewplanoutline.)Onememberofeachteamshouldbeselectedtopresenttheoutline.ReadingsTheSecretBenefitsoftheIMChttp://www.stephenzoeller.com/imcbenefits/TheTopBenefitsofSocialMediaMarketinghttp://www.pamorama.net/2013/06/30/the-top-benefits-of-social-media-marketing-infographic/DiscussiontopicRead“FiveBestPracticesforNonprofitPRPrograms”locatedat:http://www.adweek.com/digital/five-best-practices-for-nonprofit-pr-programs/Ofthefivepointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimpactyourCapstonePlan.Willtheybeapositiveoranegativeimpact?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKNINERoughDraftofClientTeamCapstonePlanFocuson:Developingroughdraftofplan

Readings:

7QuestionstoAskWhenDevelopingYourBrandStrategyhttps://www.ceros.com/originals/7-questions-to-ask-when-developing-your-brand-strategy/NewRulesforIMCinaComplicatedWorldhttps://www.substance151.com/new-rules-integrated-marketing-communications-communications/DiscussiontopicReadtheHarvardBusinessReviewarticleWhat’sYourSocialMediaStrategylocatedhere:https://hbr.org/2011/07/whats-your-social-media-strategyOnthelefthandsideofthepageyouwillagreyboxtitledUnderstandingYourCurrentSocialMediaStrategy:AQuiz.Takethequizforyourclient’sandyourCapstoneSocial

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MediaPlan.SharewithusyourDominantApproachasshownbythequizresultsandexplainwhether,inthatview,youareusingthestrategythatbestsuitsyourclient’sresourcesandgoalsorifyouseeachangeisneeded.Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.RoughdraftofplandueSaturday,11pmETWEEKTENFinalPlanFocuson:YourfinalversionofclientplanPowerPointversionofplanforuseinpresentationsTeamclasswithProf.Hughes(ConductedviaAdobeConnectifnecessary.)

ReadingTheNewConversation:TakingSocialMediaFromTalktoActionTheHarvardBusinessReviewhttps://hbr.org/resources/pdfs/tools/16203_HBR_SASReport_webview.pdfDiscussiontopic

Read“BuildingBrandsWithoutMassMedia”fromthe1997(!)HarvardBusinessReviewlocatedhere:

https://hbr.org/1997/01/building-brands-without-mass-media(Linkstoanexternalsite.)Linkstoanexternalsite.

Chooseoneofthebrandsprofiledinthisstudy.Usingtheweb,howdoesthatbrandmakeuseofdigitalcommstrategiestoday?Whatchannelsdotheyuse?Howwouldyou,asabrandmanagerforthatproduct,usethenewmarcommchannelsintoday’sworldtomeetthemarketingobjectivesforthatbrand?Howwouldyourplandifferfromtheplandescribedforthebranddescribedinthearticleandwhatdoyouthinktheimpactwouldbetoday?

Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETFinalTeamCapstonePlandue:Saturdayby11pmETWEEKELEVENEvergreenContentDueDevelopplanpresentation

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Focuson:FinalizingyourCapstonePlanFinalizingtheEvergreenSocialMediaContentmaterialsandcalendarReadings/ViewingsPRStrategies:HowtoPitchYourNonprofit’sFundraisiingCampaignhttps://www.causevox.com/blog/fundraising-campaign-pr-strategies/HowToPitchSocialMediaR.Bouchezhttp://inovediamarketing.wordpress.com/2012/09/01/how-to-pitch-social-media-a-new-client-presentation-outline-for-digitial-marketers/ThePresentandFutureoftheIMCandDatabaseMarketingZahaydatabaseIJIMC2009.pdf

TenSuperbSocialMediaPresentationsC.Lakehttps://econsultancy.com/blog/3982-10-superb-social-media-presentationsNoDiscussiontopicthisweek.DevelopEvergreenContentCalendarandcontentforonemonth.DevelopTeamClientpresentationofplan.YouwillpresenttheplantoProf.HughesviaAdobeConnectduringaliveteamclasstobescheduledduringtheweek.Teammembersshoulddecidewhofromtheteamwillbepresentingwhichsectionoftheplan._______________________________________________________________________WEEKTWELVE:Mar26-31CapstonePlanPresentationsFocuson:EachteamwillpresenttheirclientplantotheclientviaAdobeConnectduringaclasstobescheduledthisweek.Scheduletobebasedonclientavailability.Teammembersshoulddecidewhofromtheteamwillbepresentingwhichsectionoftheplan.Sunday:givebigsighofrelief.