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The Business of Social, Northwestern University

4.7
498 ratings
60 reviews

About this Course

In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)...

Top reviews

By TW

Oct 18, 2017

Great final course before the capstone to pull all the theory and tools together for justifying the social marketing strategy and tactics. Budgeting and testing frameworks were excellent. Outstanding.

By CG

May 02, 2017

Excellent Course to finalize the specialization, It was interesting all the different approaches regarding the way how security, budgeting and other strategies works in the Social Landscape

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58 Reviews

By Mahmoud Rizk

Apr 08, 2019

very cool

By Jiayuan She

Mar 19, 2019

Good but relatively not so informative as the previous ones.

By Lilia Marie Aponte Colon

Feb 25, 2019

Great!

By Jaydon

Feb 20, 2019

Really good course i have had

By Danielle Cochran

Nov 20, 2018

Great course. The Week 3 Quiz/Assessment didn't really make sense because Klout doesnt exist anymore. Other than that, I enjoyed it.

By Jose Javier Mirt

Nov 19, 2018

A very good course and with updated content

By Diane Morneau

Sep 29, 2018

Great course - the videos of the last week are great wrap ups of the advice.

By Sophie Abadia

Jul 12, 2018

This was a great reiteration of a lot of the course material you learn in the first 4 MOOCS. It teaches you how to develop those skills learned and allows you to analyze how you believe you've utilized them. Additionally, this provides additional guidance on how to move forward and develop your company's social marketing strategy.

By François-Lévy Zidor

Jun 01, 2018

Just perfect.

By Hamdy Refaat Mohamed Mohamed Goher

Mar 29, 2018

great content with new great information