About this Course
66,037 recent views

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 9 hours to complete

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


Subtitles: English, Spanish, Arabic, Japanese

Skills you will gain

Social MarketingSocial NetworkSocial Media MarketingSocial Media

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 9 hours to complete

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


Subtitles: English, Spanish, Arabic, Japanese

Syllabus - What you will learn from this course

2 hours to complete

Introduction to Social Marketing

In this first module, you will learn about the goals, structure, and deliverables of the Social Marketing Specialization MOOCs, as well as gain an understanding of how the MOOCs in the Specialization will each build on one another to create a truly unique and immediately applicable experience.

4 videos (Total 17 min), 8 readings
4 videos
Brief [but Important] Announcement on the IBM Cloud System4m
8 readings
Welcome to Course 1 in the Social Marketing Specialization10m
Grading and Logistics10m
Meet Your Instructors10m
Social Marketing Toolkits10m
Social Marketing Toolkit Pt. 1 - Three Misconceptions of Social10m
Course Bookstore10m
A Note on Frequency of Capstone Offerings10m
Special Toolkits for Paid/Financial Aid Learners10m
1 hour to complete

Social Trends

In this module, you will learn not only how the digital revolution has disrupted the marketplace, but also how you can make sense of this disrupted digital world.

5 videos (Total 24 min), 2 readings, 1 quiz
5 videos
Digital Transformation from Erik Qualman 2019 Published 1/8/20192m
Identifying Social Trends55s
2 readings
Question for Discussion10m
Social Marketing Toolkit Pt. 2 - ClueTrain Manifesto10m
1 practice exercise
Quiz 18m
3 hours to complete

The Business of Social

In this module, you will learn how to view social as holistic, consumer/stakeholder focused, flexible, global, real-time and integrated. You will then complete a peer review assignment which will ask you to define your target audience on social.

8 videos (Total 38 min), 1 reading, 2 quizzes
8 videos
WeFeelFine.org Demo5m
The Shifting Social Landscape5m
The Social Pyramid4m
Developing your Professional Social Media Assets6m
Targeting Assignment Step by Step5m
1 reading
Social Marketing Toolkit Pt. 3 - Social Media is Drastically Changing10m
1 practice exercise
Quiz 28m
1 hour to complete

Social Overview

In this module, you will learn to understand the importance of big data and how to deal with all of the quickly changing social sites used today. You will also learn the difference between social networks and communities as well as the reasons that they form. Then, you will set up the social sites that you will use throughout the Specialization.

5 videos (Total 28 min), 4 readings, 2 quizzes
5 videos
How to Position Yourself as a Brand Authority6m
Developing your Social Media Tools for the Networking Assignment6m
4 readings
Developing the Social Assets to Develop Your Personal Brand10m
Question for Discussion10m
Download the Lecture Video Slides10m
What Comes Next?10m
2 practice exercises
Quiz 312m
Networking & Tracking Assignment6m
638 ReviewsChevron Right


started a new career after completing these courses


got a tangible career benefit from this course


got a pay increase or promotion

Top reviews from What is Social?

By CQMay 13th 2016

A really great introduction to Social Media Marketing and an opportunity to gain access to really useful tools that make me competitive in the job market. Very excited to begin MOOC 2 of this program.

By FFOct 7th 2016

Great course. Looking forward completing whole specialization.\n\nAdditionally, the course shares and recommends tools which are helpful if you are doing social media marketing or eager to become one.



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 a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchase decisions. Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit. Each of the individual courses can be audited for free. To see more, visit each course: 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.