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Part 1: Introduction to Social Media Marketing

Chapter 1 – Social Media Revolution

Chapter 2 – Connected Customers and Social Interactions

Chapter 3 – Social Media Audit

Chapter 4 – Social Media Metrics

Chapter 5 – Strategic Usage of Social Media and Strategy Planning

Part 2: Social Media and Marketing Communications

Chapter 6 – Managing Social Media Communications and Planning Cycles

Chapter 7 – Designing Content for Social Media Communications

Chapter 8 – Using Paid Social Media – Advertising on Social Media Platforms

Chapter 9 – Using Earned Social Media – Seeding and Viral Marketing

Part 3: Other Marketing Applications of Social Media

Chapter 10 – Marketing Research Using Social Media

Chapter 11 – New Product Development and Launches Using Social Media

Chapter 12 – Managing Customers Using Social Media

Part 4: Case Studies

Chapter 13 – Digital Transformation at Disney World

Chapter 14 – American Eagle Outfitters Skinny Skinny Jeans

Chapter 15 – Imagine Dragons and Their Superfans

Chapter 16 – Beyoncé

Chapter 17 – Mountain Dew and Flavor Crowdsourcing

Chapter 18 – Delta Air Lines and @DeltaAssist

Chapter 19 – E2 Kickstarter





Social Media Marketing Principles 

In this textbook, students will learn state of the art social media marketing principles from a strategic marketing perspective. Students will learn strategies to manage a company’s social media activities and deliver real value to the company and its customers. 

Evolution of Marketing 

 This course is designed to help students understand how marketing has (and has not) changed due to the rise of social media. It will equip students with relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage consumer to consumer social interactions.  

Real World Application 

This textbook comes complete with eight case studies. Each case study displays the principles taught within the text in real-world examples. Students will have opportunities to learn from the triumphs and failures of companies such as Disney, Delta, American Eagle, and more. 



Andrew T. Stephen is the L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford. Prior to joining Oxford, Andrew was a marketing professor at the University of Pittsburgh and INSEAD and earned his PhD in marketing from Columbia Business School in New York. Andrew is a globally recognized expert on social media marketing, has taught social media marketing to undergraduates, MBAs, and executives throughout the world, and has consulted with some of the world’s leading companies on this subject.

He is also a prolific academic researcher in marketing and was recently named by the American Marketing Association as one of the top-20 most productive marketing professors in the world based on publications in the premier marketing journals.


Yakov Bart is an assistant professor of marketing at the D’Amore-McKim School of Business at Northeastern University. Yakov has done research, teaching, and consulting throughout North America, Europe, and Asia. His research examining the impact of new digital technologies and social media on advertising effectiveness and competitive marketing strategies has been presented at numerous academic and business conferences across the globe, including the World Knowledge Forum.

Yakov has taught undergraduate, MBA, and PhD courses and delivered executive training in Bangladesh, France, Russia, Singapore, Taiwan, the UK, and throughout the United States. He has also worked with numerous companies, including such industry leaders as General Motors, Google, Havas, Intel, and WPP.
Yakov holds a PhD and an M.S. in business administration from the University of California at Berkeley, an S.M. in Operations Research from MIT, and a diploma in mathematics from Moscow State University. Prior to joining Northeastern University, he was a marketing professor at INSEAD and visiting faculty at the Wharton School.


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