Instructor: Dr. Tamiko Murray

Email: tmurray@lamarpa.edu

Phone: (409) 984-6225

Office: Education Building I - Room 105

Office Hours: Mondays: 9:00 am - 12:00 pm

Tuesdays: 2:30 pm - 3:30 pm

Wednesdays: 9:00 am - 12:00 pm

Thursday: 2:30 pm - 3:30 pm

Fridays: 9:00 am - 11:00 am

Additional Contact Information: See Blackboard for additional contact information.

Application of the Buyer's Journey through copywriting and design principles. Students will create compelling content through the application of prior course work in marketing, copywriting and design in order to tell a compelling brand story. Case studies, problem based, and project-based learning are highlighted. Technology such as Digital Video, PowerPoint, Camtasia and Adobe Captivate are used.

Open educational resources (OER), readings, videos, and other content will be assigned directly in Blackboard. 

Textbook Purchasing Statement: A student attending Lamar State College Port Arthur is not under any obligation to purchase a textbook from the college-affiliated bookstore. The same textbook may also be available from an independent retailer, including an online retailer.

None

• MRKG-1372 Introduction to Social Media Marketing

1. Create a social media story and implement on several social media platforms.

2. Analyze and critique marketing stories through case study problems.

Upon completion of the program, students will have the tools to evaluate a multi-scene digital brand story that effectively integrates the buyer’s journey, audience-focused copywriting, visual design principles, emotional authenticity, and multimedia editing tools.

What is Digital Storytelling?

Anatomy of a Story & Quality Frameworks

Story Planning & Brainstorming Frameworks

Video Storytelling I

Editing in Canva

Adapting Stories for Social Platforms

Multi-Scene Storytelling

Storytelling for Brands & Organizations

Storytelling Through Emotion & Authenticity

Enhancing Story Impact in Canva

Evaluating Story Effectiveness

Storytelling Challenges & Constraints

Week 1 – August 24

Unit: What is Digital Storytelling?

Course intro, syllabus, expectations, examples of digital stories, what makes a compelling story

Week 2 – August 30

Unit: Anatomy of a Story & Quality Frameworks

Core story elements, evaluating digital stories, buyer’s journey connections

Week 3 – September 7

Unit: Story Planning & Brainstorming Frameworks

Story triangle framework, defining purpose, storyboarding and shot lists, brainstorming methods

Week 4 – September 15

Unit: Video Storytelling I – Foundations

Shot types, sequencing, framing for motion, capturing natural sound, building a video arc

Week 5 – September 21

Unit: Video Storytelling II – Interviews & Voice

On-camera interviews, audio basics, B-roll and supporting footage for narrative strength

Week 6 – September 28

Unit: Editing in Canva – From Clips to Story

Sequencing and pacing clips, adding captions and graphics in Canva, editing workshop

Week 7 – October 5

Unit: Adapting Stories for Social Platforms

Audience expectations on Facebook, Instagram, YouTube, adapting one story for multiple platforms

Week 8 – October 12

Unit: Multi-Scene Storytelling

Building multi-scene narratives, using B-roll and transitions, layering perspectives and locations

Week 9 – October 19

Unit: Storytelling for Brands & Organizations

Brand and nonprofit case studies, voice and authenticity, aligning stories with organizational goals

Week 10 – October 26

Unit: Storytelling Through Emotion & Authenticity

How to capture and convey authentic emotion in stories; balancing message with genuine human connection; avoiding “forced” or inauthentic narratives

Week 11 – November 2

Unit: Enhancing Story Impact in Canva

Overlays, graphics, and design in Canva, strengthening clarity with text and visuals

Week 12 – November 9

Unit: Evaluating Story Effectiveness

Measuring story effectiveness, metrics and qualitative resonance, peer critique workshop

Week 13 – November 16

Unit: Storytelling Challenges & Constraints

Telling a story with time limits (30s, 60s); working within platform constraints (aspect ratio, length, caption limits); using creative constraints to spark innovation

Week 14 – November 23

THANKSGIVING BREAK

Week 15 – November 30

Unit: Final Showcase

Final project showcase, reflection on process and applications

Week 16 – December 7

GRADUATION WEE

November 30, 2026 - 12:00 AM  Through  December 4, 2026 - 11:59 PM

100-90 = A

80-89 = B

70-79 = C

60-69 = D

Below 59 = F

Extra credit option = 10 points on any assignment

The course is made up of weekly assignments. Your average assignment grade at the end of the semester and your attendance and participation grade will determine your final grade.

Weekly assignments: 50%

Weekly participation and attendance: 50%

Assignments will be given each week. You will have one or two weeks, depending on the assignment, to complete it.

No late work is accepted.

Students are responsible for reading all content, watching all videos, etc. in Blackboard to be successful in the course.

Academic dishonesty will result in a zero on any assignment (first offense); a second incidence of academic dishonesty will result in failure of the class.

DO NOT wait until the last minute to complete class work or exams. I recommend you set up email notifications from Blackboard so you do not miss any information.

If you are confused or need help, do not hesitate to contact me. I will share my cell phone in Blackboard.

Some assignments in this course will require the use of AI tools, such as ChatGPT. AI may only be used when specifically permitted and must follow the instructions provided for that assignment, including proper citation and documentation of your process. Unauthorized or improperly cited use of AI will result in a grade of 0 for the assignment.

Students must attend, participate, and check Blackboard 2-3 times each week to stay on top of assignments. Students must submit their assignments within the time frames indicated on Blackboard.

Be sure to check your campus email and Course Homepage using MyLSCPA campus web portal. You can also access your grades, transcripts, academic advisors, degree progress, and other services through MyLSCPA.

Academic honesty is expected from all students, and dishonesty in any form will not be tolerated. Please consult the LSCPA policies (Academic Dishonesty section in the Student Handbook) for consequences of academic dishonesty.

The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please contact the Accessibility Services Coordinator, Room 119, in the Ruby Fuller Building. The phone number is (409) 984-6241.

No food or tobacco products are allowed in the classroom. Only students enrolled in the course are allowed in the classroom, except by special instructor permission. Use of electronic devices is prohibited.

This syllabus is part of LSCPA's efforts to comply with Texas House Bill 2504.

As per Texas law and LSCPA policy, all LSCPA employees, including faculty, are required to report allegations or disclosures of child abuse or neglect to the designated authorities, which may include a local or state law enforcement agency or the Texas Department of Family Protective Services. For more information about mandatory reporting requirements, see LSCPA's Policy and Procedure Manual.

LSCPA is committed to establishing and maintaining an environment that is free from all forms of sex discrimination, including sexual harassment, sexual violence, and other forms of sexual misconduct. All LSCPA employees, including faculty, have the responsibility to report disclosures of sexual misconduct, including sexual harassment, sexual assault (including rape and acquaintance rape), domestic violence, dating violence, relationship violence, or stalking, to LSCPA's Title IX Coordinator, whose role is to coordinate the college's response to sexual misconduct. For more information about Title IX protections, faculty reporting responsibilities, options for confidential reporting, and the resources available for support visit LSCPA's Title IX website.

For more information about the Clery Act and crime reporting, see the Annual Security & Fire Safety Report and the Campus Security website.

If you have a grievance, complaint, or concern about this course that has not been resolved through discussion with the Instructor, please consult the Department Chair.