Content, Advertising & Social IMC

Content, Advertising & Social IMC

This course is part of Social Media Marketing Specialization

Instructor: Randy Hlavac

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4 modules

Gain insight into a topic and learn the fundamentals.

1,109 reviews

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

97%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

1,109 reviews

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

97%

Most learners liked this course

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Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

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This course is part of the Social Media Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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There are 4 modules in 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.

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.

What's included

2 videos8 readings1 assignment

2 videosTotal 13 minutes

Importance of Content in Social Marketing6 minutes
Paid / Owned / Earned Media6 minutes

8 readingsTotal 80 minutes

Welcome to MOOC 4!10 minutes
Meet Your Instructors10 minutes
Grading and Logistics10 minutes
The Frustration with Peer Review Assignments10 minutes
Social Marketing Toolkits10 minutes
Course Bookstore10 minutes
A Note on the Frequency of Capstone Offerings10 minutes
Special Toolkits for Paid/Financial Aid Learners10 minutes

1 assignmentTotal 30 minutes

Quiz 130 minutes

In this module, you will learn how to develop platform-specific advertising messages to grow your market share.

What's included

9 videos1 assignment

9 videosTotal 67 minutes

Setting Up Your Content for Marketing Success with Free Tools10 minutes
Marketing an Event with AI5 minutes
Developing X and other Short Sales Messages using AI7 minutes
Developing Longer Sales Messaging8 minutes
How to Develop Facebook-type Advertising Pt 18 minutes
How to Develop Facebook-type Advertising Pt 27 minutes
Using AI to Develop Facebook & Google PPC Advertising7 minutes
Creating a Press Release using AI8 minutes
Creating Thumbnails using Canva6 minutes

1 assignmentTotal 30 minutes

Quiz 230 minutes

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.

What's included

15 videos4 readings1 assignment1 peer review

15 videosTotal 113 minutes

Social IMC Strategy9 minutes
What is Gamification?9 minutes
Keep Them Coming Back8 minutes
Applications for Social IMC Strategy4 minutes
Social IMC Example: Ridgid Plumber Forum9 minutes
Social IMC Example: Carling Black Label10 minutes
Social IMC Example: North Face7 minutes
Social IMC Example: American Express9 minutes
Engaging Your High-Value Markets17 minutes
Rolling Out Your Blog7 minutes
A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5 minutes
Step 2 - Creating your Tracking URLs7 minutes
Step 3 - Executing Your Plan6 minutes
Step 4 - Analyzing your Results3 minutes
Hootsuite offers a Free message scheduler to automate message distribution2 minutes

4 readingsTotal 40 minutes

Assignment Overview10 minutes
What is A/B Split Testing?10 minutes
Download the A/B Testing Assignment Spreadsheet10 minutes
Free E-books on A/B Testing10 minutes

1 assignmentTotal 30 minutes

Quiz 330 minutes

1 peer reviewTotal 120 minutes

Marketing Your Blog: A/B Split Test Messages120 minutes

In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.

What's included

4 videos2 readings1 assignment

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Instructor

Instructor ratings

(91 ratings)

Randy Hlavac

Northwestern University

13 Courses287,026 learners

Offered by

Northwestern University

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Reviewed on Feb 16, 2017

This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs

Reviewed on Nov 23, 2019

Really thoughtful and gives a lot of real-world examples with guidance in using certain templates and tools to navigate social media marketing.

Reviewed on May 15, 2016

Practical methodical approach to deciphering the social IMC and complete hands on tutorial. Randy Hlavac amazing tutor.

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