About this Course
4.7
463 ratings
54 reviews
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. 5 hours to complete

Suggested: 4 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English...

Skills you will gain

Social MarketingSocial Media MarketingSocial MediaA/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. 5 hours to complete

Suggested: 4 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Hours to complete
2 hours to complete

Legal Considerations

In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy. ...
Reading
3 videos (Total 19 min), 7 readings, 1 quiz
Video3 videos
Security, Privacy, and Governance Pt. 16m
Security, Privacy, and Governance Pt. 28m
Reading7 readings
Welcome to MOOC 5!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 16m
Week
2
Hours to complete
1 hour to complete

Metrics

In this module, you will gain a deeper understand of how metrics can be used to drive real business results. ...
Reading
5 videos (Total 37 min), 1 reading, 1 quiz
Video5 videos
Identifying Social Successes4m
A New Model for Marketers8m
Measuring Engagement7m
Performance Funnels and KPIs8m
Reading1 reading
Free Social Marketing Toolkit10m
Quiz1 practice exercise
Quiz 210m
Week
3
Hours to complete
1 hour to complete

Performance

In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program. ...
Reading
4 videos (Total 27 min), 2 readings, 1 quiz
Video4 videos
Justification Metrics6m
Calculating Performance Metrics5m
Creating a Pilot Program7m
Reading2 readings
Toolkit Pt. 2: Budget & Justification Examples10m
Final Thoughts and Assignment10m
Quiz1 practice exercise
Assessing Your Performance12m
Week
4
Hours to complete
1 hour to complete

Management

In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics. ...
Reading
4 videos (Total 25 min), 2 readings, 1 quiz
Video4 videos
Program Management6m
Learn More with Medill IMC10m
Assessing Your Performance2m
Reading2 readings
Download the Lecture Video Slides10m
What Comes Next?10m
Quiz1 practice exercise
Quiz 312m
4.7
Career direction

25%

started a new career after completing these courses
Career Benefit

83%

got a tangible career benefit from this course
Career promotion

38%

got a pay increase or promotion

Top Reviews

By TWOct 18th 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 CGMay 2nd 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

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.