Content, Advertising & Social IMC

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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About 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 i…

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Didn't find what you were looking for? See also: Gamification, Facebook, Social Media, Web Analytics, and SEO.

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About 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. Additional MOOC 4 faculty include: * Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern) * Steffi Decker (Junior Partner, Chong and Koster) * Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)

Created by:  Northwestern University
  • Taught by:  Randy Hlavac, Lecturer, Medill IMC; CEO, Marketing Synergy Inc

Basic Info Course 4 of 6 in the Social Media Marketing Specialization Commitment 4 weeks of study, 1-3 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.7 stars Average User Rating 4.7See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

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Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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.

Syllabus


WEEK 1


Content Strategy
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.


2 videos, 7 readings expand


  1. Reading: Welcome to MOOC 4!
  2. Reading: Meet Your Instructors
  3. Reading: Grading and Logistics
  4. Video: Importance of Content in Social Marketing
  5. Video: Paid / Owned / Earned Media
  6. Reading: Social Marketing Toolkits
  7. Reading: Course Bookstore
  8. Reading: A Note on the Frequency of Capstone Offerings
  9. Reading: Special Toolkits for Paid/Financial Aid Learners

Graded: Quiz 1

WEEK 2


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


2 videos, 1 reading expand


  1. Video: How to Develop Facebook-type Advertising Pt 1
  2. Video: How to Develop Facebook-type Advertising Pt 2
  3. Reading: Free Social Marketing Toolkit

Graded: Quiz 2

WEEK 3


Social Integrated Marketing Communications (IMC)
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.


13 videos, 5 readings expand


  1. Video: Social IMC Strategy
  2. Video: What is Gamification?
  3. Video: Keep Them Coming Back
  4. Video: Applications for Social IMC Strategy
  5. Video: Social IMC Example: Ridgid Plumber Forum
  6. Video: Social IMC Example: Carling Black Label
  7. Video: Social IMC Example: North Face
  8. Video: Social IMC Example: American Express
  9. Video: Engaging Your High-Value Markets
  10. Video: Rolling Out Your Blog
  11. Reading: Assignment Overview
  12. Reading: Download the A/B Testing Assignment Spreadsheet
  13. Reading: Free E-books on A/B Testing
  14. Video: A simple way to find hourly & daily results using Bitly
  15. Reading: A Note on Using Bitly for A/B Testing
  16. Video: Finding the Hourly Stats with Bitly
  17. Reading: Finding the Hourly Stats with Bitly Screenshots
  18. Video: New Bitly Instructions

Graded: Quiz 3
Graded: Marketing Your Blog: A/B Split Test Messages

WEEK 4


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


4 videos, 2 readings expand


  1. Video: Three Social Strategies
  2. Video: Measuring Social IMC Programs
  3. Video: Key Performance Indicators
  4. Video: Testing Your Strategies
  5. Reading: Download the Lecture Video Slides
  6. Reading: What Comes Next?

Graded: Quiz 4
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There are no frequently asked questions yet. Send an Email to info@springest.com