About this Course
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Approx. 5 hours to complete

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


Subtitles: English

Skills you will gain

Social MarketingSocial Media MarketingSocial MediaA/B Testing

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 5 hours to complete

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


Subtitles: English

Learners taking this Course are

  • Copywriters
  • Marketing Specialists
  • Marketing Managers
  • Real Estate Brokers
  • Public Relations Specialists

Syllabus - What you will learn from this course

2 hours to complete

Legal Considerations

3 videos (Total 19 min), 7 readings, 1 quiz
3 videos
Security, Privacy, and Governance Pt. 16m
Security, Privacy, and Governance Pt. 28m
7 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
1 practice exercise
Quiz 16m
1 hour to complete


5 videos (Total 37 min), 1 reading, 1 quiz
5 videos
Identifying Social Successes4m
A New Model for Marketers8m
Measuring Engagement7m
Performance Funnels and KPIs8m
1 reading
Free Social Marketing Toolkit10m
1 practice exercise
Quiz 210m
1 hour to complete


4 videos (Total 27 min), 2 readings, 1 quiz
4 videos
Justification Metrics6m
Calculating Performance Metrics5m
Creating a Pilot Program7m
2 readings
Toolkit Pt. 2: Budget & Justification Examples10m
Final Thoughts and Assignment10m
1 practice exercise
Assessing Your Performance12m
1 hour to complete


4 videos (Total 25 min), 2 readings, 1 quiz
4 videos
Program Management6m
Learn More with Medill IMC10m
Assessing Your Performance2m
2 readings
Download the Lecture Video Slides10m
What Comes Next?10m
1 practice exercise
Quiz 312m
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Top reviews from The Business of Social

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



Randy Hlavac

Northwestern University & CEO of 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.