About this Course
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Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 8 hours to complete

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

English

Subtitles: English

Skills you will gain

Social Media MarketingSocial MediaMarketing StrategyA/B Testing
Learners taking this Course are
  • Copywriters
  • Marketing Specialists
  • Marketers
  • Marketing Managers
  • Technical Writers

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 8 hours to complete

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

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Content Strategy

2 videos (Total 13 min), 7 readings, 1 quiz
2 videos
Paid / Owned / Earned Media6m
7 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
1 practice exercise
Quiz 18m
Week
2
1 hour to complete

Advertising

2 videos (Total 15 min), 1 reading, 1 quiz
2 videos
How to Develop Facebook-type Advertising Pt 27m
1 reading
Free Social Marketing Toolkit10m
1 practice exercise
Quiz 210m
Week
3
5 hours to complete

Social Integrated Marketing Communications (IMC)

14 videos (Total 110 min), 3 readings, 2 quizzes
14 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
3 readings
Assignment Overview10m
Download the A/B Testing Assignment Spreadsheet10m
Free E-books on A/B Testing10m
1 practice exercise
Quiz 318m
Week
4
1 hour to complete

Measuring Your Social Programs

4 videos (Total 28 min), 2 readings, 1 quiz
4 videos
Measuring Social IMC Programs9m
Key Performance Indicators3m
Testing Your Strategies8m
2 readings
Download the Lecture Video Slides10m
What Comes Next?10m
1 practice exercise
Quiz 416m
4.7
98 ReviewsChevron Right

38%

started a new career after completing these courses

38%

got a tangible career benefit from this course

Top reviews from Content, Advertising & Social IMC

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 RQSep 30th 2019

I recommend this class for it teaches engagement technics for quick low return and it also teaches nurturing techniques for those that take a while to sell but much much higher return

Instructor

Avatar

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.