MKT-655 develops students' ability to effectively and successfully create and implement a social media marketing campaign and evaluate and measure its success, with intensive skill building on creating, applying, and integrating the appropriate social media tools that enable marketers to build high-value relationships with their constituencies, focusing on matching social media tactics to the appropriate target market and developing strategies to engage those markets through relevant channels.
Graduate-level campaign creation and measurement
The course shares its core social media campaign framework — matching tactics to target market, then engaging through the right channels — with SNHU's undergraduate social media courses, but at the depth and rigor expected of graduate work.
Building high-value relationships through social tools
MKT-655 emphasizes integrating social media tools specifically to build high-value relationships with constituencies, framing social media marketing as relationship-building infrastructure, not just a promotional channel.
Key topics in MKT655
- Graduate-level social media campaign creation
- Matching tactics to target markets
- Building high-value relationships through social channels
- Evaluating and measuring campaign success
- Integrating social media tools strategically
- Graduate social media marketing case application
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Worked example: relationship-building over promotion
- Promotional framing: Social media used mainly to broadcast promotional messages
- Relationship-building framing: Social media used to build ongoing, high-value relationships with constituencies over time
- Lesson: MKT-655 teaches that graduate-level social media marketing prioritizes this relationship-building framing, since it produces more durable marketing value than promotion-only social use
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SNHU MKT-655 graduate social media marketing assignments.
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Frequently asked questions
SNHU offers social media marketing campaign courses at multiple levels within its catalog — MKT-355 at the undergraduate level, and MKT-655 and MKT-666 both within graduate programs (with MKT-666 emphasizing the campaign execution work most directly and MKT-655 emphasizing tactic-to-target-market matching and relationship building) — reflecting how this practical skill set is taught across the undergraduate marketing major, the graduate marketing degree, and the graduate social media marketing certificate respectively. The shared core framework (audience, objectives, tactics, tools, metrics) is consistent because it reflects the genuine, real-world social media campaign process, taught at increasing depth depending on the program level.
Treating social media purely as a set of engagement tactics risks optimizing for short-term metrics like likes or shares without building anything of lasting value, while framing the goal as building genuine high-value relationships pushes toward strategies that create durable trust and loyalty with the audiences (constituencies) a brand actually depends on. MKT-655 uses this relationship-focused framing because it reflects what actually produces sustained marketing value from social media investment, not just short-term engagement spikes.