About this course: Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites. Additional MOOC 4 faculty include: * Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern) * Steffi Decker (Junior Partner, Chong and Koster) * Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)
Created by: Northwestern University
Taught by: Randy Hlavac, Lecturer, Medill IMC; CEO, Marketing Synergy Inc
| Basic Info | Course 4 of 6 in the Social Media Marketing Specialization |
| Commitment | 4 weeks of study, 1-3 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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.
2 videos, 7 readings
- Reading: Welcome to MOOC 4!
- Reading: Meet Your Instructors
- Reading: Grading and Logistics
- Video: Importance of Content in Social Marketing
- Video: Paid / Owned / Earned Media
- Reading: Social Marketing Toolkits
- Reading: Course Bookstore
- Reading: A Note on the Frequency of Capstone Offerings
- Reading: Special Toolkits for Paid/Financial Aid Learners
Graded: Quiz 1
WEEK 2
Advertising
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
2 videos, 1 reading
- Video: How to Develop Facebook-type Advertising Pt 1
- Video: How to Develop Facebook-type Advertising Pt 2
- Reading: Free Social Marketing Toolkit
Graded: Quiz 2
WEEK 3
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.
13 videos, 5 readings
- Video: Social IMC Strategy
- Video: What is Gamification?
- Video: Keep Them Coming Back
- Video: Applications for Social IMC Strategy
- Video: Social IMC Example: Ridgid Plumber Forum
- Video: Social IMC Example: Carling Black Label
- Video: Social IMC Example: North Face
- Video: Social IMC Example: American Express
- Video: Engaging Your High-Value Markets
- Video: Rolling Out Your Blog
- Reading: Assignment Overview
- Reading: Download the A/B Testing Assignment Spreadsheet
- Reading: Free E-books on A/B Testing
- Video: A simple way to find hourly & daily results using Bitly
- Reading: A Note on Using Bitly for A/B Testing
- Video: Finding the Hourly Stats with Bitly
- Reading: Finding the Hourly Stats with Bitly Screenshots
- Video: New Bitly Instructions
Graded: Quiz 3
Graded: Marketing Your Blog: A/B Split Test Messages
WEEK 4
Measuring Your Social Programs
In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
4 videos, 2 readings
- Video: Three Social Strategies
- Video: Measuring Social IMC Programs
- Video: Key Performance Indicators
- Video: Testing Your Strategies
- Reading: Download the Lecture Video Slides
- Reading: What Comes Next?
Graded: Quiz 4
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
nice course
this was an exciting journey
Great!! Do It and learn what really comes at hand in Social KPI and other tactics!.
Coursera provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.
© 2017 Coursera Inc. All rights reserved.
The Content, Advertising & Social IMC MOOC was outstanding in content and applications. As an experienced marketer, I learned a lot of the "why" and "how" necessary for me to continue to build my skills as a marketer. The assignment and testing methodologies were really helpful. I am finding the MOOC 3 and 4 are well-integrated in providing necessary learning and increased capability. Great job to Randy and the team for an excellent MOOC. Can't wait to move onto MOOC 5. Well done.