Marketing Analytics: Social Media Budget & Calendar

Teach your students how to allocate resources and make strategic decisions

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This assignment was created and submitted by Megan Duncan, Ph.D., an assistant professor in the School of Communication at Virginia Tech.

Inside the Project

Your student takes on the role of a social media manager. Now, it’s time for them to build their team and get to work.

Students are to: 

  1. Decide what members they’ll want to put on their social media team
  2. Craft a social media spend budget that meets goals for an efficient ROI
  3. Create a calendar example week to show the type of content their team will produce as well as promote through ads
  4. Write a strategic proposal that would convince any boss that the budget is the right investment

Meet the Creator

Megan Duncan, Ph.D., is an assistant professor in journalism and mass communications in the School of Communication at Virginia Tech. She researches how news audiences engage with emerging forms of news. A former reporter at several newspapers, she brings the experience of legacy news into the digital age by staying on top of industry trends to innovate in the classroom. She was one of the members of the inaugural class of the Ph.Digital Bootcamp in 2018, which sought to make journalism professors ready to equip the next generation of journalists for an online world. She teaches courses such as data journalism and social media analytics. 

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Key Learning Objectives

  • Demonstrate an understanding of the processes and techniques of marketing data collection, analysis, and visualization.

  • Explain and apply the logic of optimization and attribution in marketing analytics.

  • Explain the terminology and tools of marketing analytics.

  • Apply the practical tools and techniques of marketing analytics.

  • Understand the roles of data technologies, data management systems, and data visualization in marketing.

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