About this Course
4.7
616 ratings
86 reviews
Specialization
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100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 8 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week...
Available languages

English

Subtitles: English

Skills you will gain

Social Media MarketingSocial MediaMarketing StrategyA/B Testing
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 8 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
2 hours to complete

Content Strategy

In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach....
Reading
2 videos (Total 13 min), 7 readings, 1 quiz
Video2 videos
Paid / Owned / Earned Media6m
Reading7 readings
Welcome to MOOC 4!10m
Meet Your Instructors10m
Grading and Logistics10m
Social Marketing Toolkits10m
Course Bookstore10m
A Note on the Frequency of Capstone Offerings10m
Special Toolkits for Paid/Financial Aid Learners10m
Quiz1 practice exercise
Quiz 18m
Week
2
Hours to complete
1 hour to complete

Advertising

In this module, you will learn how to develop platform-specific advertising messages to grow your market share. ...
Reading
2 videos (Total 15 min), 1 reading, 1 quiz
Video2 videos
How to Develop Facebook-type Advertising Pt 27m
Reading1 reading
Free Social Marketing Toolkit10m
Quiz1 practice exercise
Quiz 210m
Week
3
Hours to complete
5 hours to complete

Social Integrated Marketing Communications (IMC)

In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed. You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification. ...
Reading
14 videos (Total 110 min), 3 readings, 2 quizzes
Video14 videos
What is Gamification?9m
Keep Them Coming Back7m
Applications for Social IMC Strategy4m
Social IMC Example: Ridgid Plumber Forum8m
Social IMC Example: Carling Black Label9m
Social IMC Example: North Face7m
Social IMC Example: American Express9m
Engaging Your High-Value Markets17m
Rolling Out Your Blog6m
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5m
Step 2 - Creating your Tracking URLs6m
Step 3 - Executing Your Plan5m
Step 4 - Analyzing your Results3m
Reading3 readings
Assignment Overview10m
Download the A/B Testing Assignment Spreadsheet10m
Free E-books on A/B Testing10m
Quiz1 practice exercise
Quiz 318m
Week
4
Hours to complete
1 hour to complete

Measuring Your Social Programs

In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs. ...
Reading
4 videos (Total 28 min), 2 readings, 1 quiz
Video4 videos
Measuring Social IMC Programs9m
Key Performance Indicators3m
Testing Your Strategies8m
Reading2 readings
Download the Lecture Video Slides10m
What Comes Next?10m
Quiz1 practice exercise
Quiz 416m
4.7
86 ReviewsChevron Right
Career direction

33%

started a new career after completing these courses
Career Benefit

33%

got a tangible career benefit from this course

Top Reviews

By AHFeb 6th 2016

This is my favorite course of the series so far. Information dense, the hands-on class project for this unit will help unpack the mystery of A/B split testing using free online tools. Recommended!

By RRFeb 17th 2017

This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs

Instructor

Avatar

Randy Hlavac

Lecturer, Medill IMC; CEO, Marketing Synergy Inc

About Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries. ...

About the Social Media Marketing Specialization

In today’s marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you’ll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate. Each of the individual courses can be audited for free. Click on the following links to navigate to each course in this Specialization: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social....
Social Media Marketing

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.