About this Course

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Learner Career Outcomes

50%

started a new career after completing these courses

47%

got a tangible career benefit from this course

16%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 7 hours to complete
English
Subtitles: English, Japanese

Skills you will gain

Social MarketingSocial NetworkSocial Media MarketingSocial Media

Learner Career Outcomes

50%

started a new career after completing these courses

47%

got a tangible career benefit from this course

16%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 7 hours to complete
English
Subtitles: English, Japanese

Offered by

Northwestern University logo

Northwestern University

Syllabus - What you will learn from this course

Content RatingThumbs Up97%(21,886 ratings)Info
Week
1

Week 1

1 hour to complete

Introduction to Social Marketing

1 hour to complete
4 videos (Total 17 min), 7 readings
4 videos
Course Overview3m
The Capstone Project2m
Brief [but Important] Announcement on the IBM Cloud System4m
7 readings
Welcome to Course 1 in the Social Marketing Specialization10m
Grading and Logistics10m
Meet Your Instructors10m
Social Marketing Toolkit Pt. 1 - Three Misconceptions of Social10m
Course Bookstore10m
A Note on Frequency of Capstone Offerings10m
Special Toolkits for Paid/Financial Aid Learners10m
Week
2

Week 2

1 hour to complete

Social Trends

1 hour to complete
7 videos (Total 39 min), 3 readings, 1 quiz
7 videos
Media: From Chaos to Clarity8m
Media: From Chaos to Clarity 2019 2nd Edition9m
The Social Media Revolution1m
Digital Transformation Trends 20192m
10 Important Trends for 20205m
Identifying Social Trends55s
3 readings
Infinite Dial Research from 202010m
Question for Discussion10m
Social Marketing Toolkit Pt. 2 - ClueTrain Manifesto10m
1 practice exercise
Quiz 18m
Week
3

Week 3

3 hours to complete

The Business of Social

3 hours to complete
8 videos (Total 38 min), 1 reading, 2 quizzes
8 videos
Your Professional Network4m
Real-Time Social Data3m
WeFeelFine.org Demo5m
The Shifting Social Landscape5m
The Social Pyramid4m
Developing your Professional Social Media Assets6m
Targeting Assignment Step by Step5m
1 reading
Social Marketing 202010m
1 practice exercise
Quiz 28m
Week
4

Week 4

2 hours to complete

Social Overview

2 hours to complete
9 videos (Total 45 min), 4 readings, 2 quizzes
9 videos
The 3 M's of Effective Content Strategy - Focusing on Markets5m
The 3 M's of Effective Content Strategy - Focusing on Messages3m
The 3 M's of Effective Content Strategy - Focusing on Media6m
Social Networks and Communities5m
Why Social Communities Form2m
Understanding Social Communities6m
How to Position Yourself as a Brand Authority6m
Developing your Social Media Tools for the Networking Assignment6m
4 readings
Developing the Social Assets to Develop Your Personal Brand10m
Question for Discussion10m
Download the Lecture Video Slides10m
What Comes Next?10m
2 practice exercises
Quiz 312m
Networking & Tracking Assignment6m

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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

  • Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

    • The course may not offer an audit option. 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. If you only want to read and view the course content, you can audit the course for free.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

  • This Course doesn't carry university credit, but some universities may choose to accept Course Certificates for credit. Check with your institution to learn more. Online Degrees and Mastertrack™ Certificates on Coursera provide the opportunity to earn university credit.

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