This course offers an overview of how marketing has (and has not) changed with to the rapid rise of social media and content-based marketing techniques. It will equip students with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent in social media. The emphasis of the course will be on understanding consumers' social interactions, various social media channels available to marketers, how to build social marketing strategies, content marketing strategies, how to track their effectiveness, and how to formulate an integrated marketing strategy and plan in the social media era.