Content, Advertising & Social IMC

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Content, Advertising & Social IMC

This course is part of Social Media Marketing Specialization

Instructor: Randy Hlavac

73,655 already enrolled

Included with

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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

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

91%

of learners achieved a positive career outcome

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Build your subject-matter expertise

This course is part of the Social Media Marketing Specialization

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

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

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 Courses284,841 learners

Offered by

Northwestern University

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Reviewed on Sep 19, 2016

This is nice! Cool interviewers, nice pace. Some of the terms are unnecessarily redundant, but in overall they make sense and paint a clear picture.

Reviewed on Mar 23, 2022

Overall good content and clear guidance. I would personally like to see more examples /case studies & more guidance on copywriting, basic dos and donts, best practices etc.

Reviewed on Sep 12, 2020

I learnt a lot about Content, Advertising & Social IMC. I really enjoyed the course. Thank you to all Speakers & professors for sharing videos and reading .

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.