MS in Marketing - Social Media Marketing

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Lucretia Joy '07

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Social Media Marketing

Social media is a vital marketing tool that’s exploded over recent years as businesses recognize the huge impact it has on traffic generation and revenue. According to a 2012 report from eMarketer, the number of users of social networks worldwide will increase to 2.55 billion by 2017. Businesses now need social media-savvy professionals to plan, direct and coordinate attention-grabbing social media campaigns that target current and potential customers.

With SNHU’s master’s in social media marketing, you’ll acquire the skills to develop social media marketing strategies while upholding always-evolving best practices. Upon completion of the program, you’ll be able to create and implement a social media marketing campaign that engages customers, raises brand awareness and drives revenue. 

What You’ll Learn

You’ll study the history, theory, technology, impact and strategic uses of social media. You’ll explore the possibilities and limitations of various online marketing channels and social media platforms like Twitter, Facebook, blogs and podcasts, just to name a few. And finally, you’ll successfully create and implement a social media marketing campaign and evaluate and measure its success.

Where You Can Go

You’ll come away with the knowledge to enter a variety of professions, whether as a social media marketing manager or coordinator, social media strategist, SEO strategist, online community manager, blogger or copywriter.

The demand for social media marketing experts exists in almost every industry, including:

  • Entertainment
  • Healthcare
  • Journalism
  • Politics
  • Retail

Social Media Marketing Courses

MKT-555: Social Media
This course provides students with a broad approach to the history, theory, technology, impact, and strategic uses of social media. Social media (such as Twitter, Facebook, blogging, podcasting, and so on) are relatively inexpensive and accessible technologies that enable individuals, almost instantaneously, to create, publish, edit, and/or access messages intended for audiences ranging from a single recipient to millions of readers or viewers. Students will learn how to explore the possibilities and limitations of various social media and will learn how to apply and adapt basic and advanced marketing strategies to construct and critically evaluate social media texts, their impact, and their practical use in marketing contexts. Students will also examine the general strategic uses of social media for advertising, marketing, public relations, journalism, and civic and political participation. Finally, students will gain basic hands-on experience with several forms of the most current social media technology.
MKT-645: Online Marketing Channels
This course will expose students to online marketing channels, such as, social media platform and players, and measurement and analysis. Marketing channels such as internet display advertising, remarketing, email marketing, affiliate marketing, mobile marketing, video marketing, virtual worlds, gaming, and public relations will also be examined.
MKT-655: Social Media Marketing Strategy
This course will develop the students' ability to effectively and successfully create, and implement a social media marketing campaign and evaluate as well as measure its success. Intensive skill building will be placed on creating, applying and integrating the appropriate social media tool that will enable marketers to build high-value relationships with their constituencies. The course will focus on key elements such as determining and matching social media tactics with the appropriate target market and developing strategies to engage those markets using relevant social media channels.
MKT-666: Social Media Marketing Campaigns
This course will develop the student's ability to effectively and successfully create and implement a social media marketing campaign and evaluate as well as measure its success. Intensive skill building will be placed on creating, applying and integrating the appropriate social media tools to meet the marketing objectives of the organization. The course will focus on key elements such as a) audience, b) campaign objectives, c) strategic plan, d) tactics, e) tools, and f) metrics to measure the campaign.

Required Courses

INT-640: Multinational Market Strategies
This course involves the study of the issues involved in identifying developing relationships with international markets.
MKT-500: Marketing Strategies
This course is a study of the activity by which organizations discover consumer and other organizations' needs and wants, and then provide satisfaction through a mutually beneficial relationship. Students will explore the topics of selecting a target market, conducting marketing research, and designing product, price, promotional, and distribution strategies through the development of a marketing plan.
MKT-605: Integrated Marketing Communications
This course is concerned with the development, evaluation, and implementation of integrated marketing communication strategies in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts and analytical procedures, techniques and models in topics that include various communication functions, media alternatives and the integrated marketing communication concept.
MKT-618: Marketing Analytics
This course will look at a number of quantitative tools and techniques and their application in a marketing context. The course will focus on understanding the relationship among marketing factors, variables, and the consumer. Students will learn how to analyze data in order to guide and support marketing related decisions.
MKT-620: Consumer Behavior
This course focuses on the market's consumer behavior by investigating its psychological, sociological, economic, and anthropological influences, both theoretical and research based. Designing effective marketing strategies will be explored using the knowledge of these influences.
MKT-500 or MBA-560
MKT-625: Strategic Internet Marketing
This course will introduce students to the Internet marketing landscape. Through exploring platforms, players and technology, the students will have a better understanding of the business models used in online marketing. Understanding consumer behavior in an online environment will help in creating integrated online strategies. All these, together with theories of online campaign development and management, with a hands-on approach to marketing automation and intelligence will provide the frame work for a comprehensive understanding of strategic internet marketing.
MKT-675: Ethical and Legal Issues in Marketing
This course examines a range of ethical issues facing marketing managers as seen through the viewpoints of various comprehensive ethical theories. The goal is for students to develop their own ethical framework for making marketing decisions within the knowledge of the various ethical theories and U.S. marketing laws. Traditional topics such as ethics in marketing research, product liability, selling, advertising, and pricing are covered. Emerging ethical issues such as international marketing, competitive intelligence, socially controversial products, privacy, and corporate policies are also examined. However, topics may change to reflect current business concerns. The course is taught using a seminar format utilizing cases and readings.

Capstone Course

MKT-700: Marketing Capstone
This capstone course integrates previous coursework and practical experience with a focus on authentic demonstration of competencies outlined by the program. Rather than introducing new concepts, students will synthesize prior learning to design, develop, and execute an analytics project on their chosen subject as a culmination of their studies. The course will be structured around this critical capstone assessment, so that students have the appropriate support and resources required to be successful.
Senior standing (30 credits or more)
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