Monthly Subscription Starting at AED 99 + VAT
- Level Foundation
- Duration 8 hours
- Course by Northwestern University
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Offered by
About
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)Modules
Debunking the paid / owned / earned media riddle
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2
Videos
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8
Readings
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1
Assignment
1
Assignment
- Quiz 1
2
Videos
- Importance of Content in Social Marketing
- Paid / Owned / Earned Media
8
Readings
- Welcome to MOOC 4!
- Meet Your Instructors
- Grading and Logistics
- The Frustration with Peer Review Assignments
- Social Marketing Toolkits
- Course Bookstore
- A Note on the Frequency of Capstone Offerings
- Special Toolkits for Paid/Financial Aid Learners
Develop effective advertising
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2
Videos
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1
Readings
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1
Assignment
1
Assignment
- Quiz 2
2
Videos
- How to Develop Facebook-type Advertising Pt 1
- How to Develop Facebook-type Advertising Pt 2
1
Readings
- Free Social Marketing Toolkit
Keep them coming back
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4
Videos
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1
Assignment
1
Assignment
- Quiz 3
4
Videos
- Social IMC Strategy
- What is Gamification?
- Keep Them Coming Back
- Applications for Social IMC Strategy
Social IMC Examples
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4
Videos
4
Videos
- Social IMC Example: Ridgid Plumber Forum
- Social IMC Example: Carling Black Label
- Social IMC Example: North Face
- Social IMC Example: American Express
Peer Review Assignment
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7
Videos
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4
Readings
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1
PeerReview
1
Peer Review
- Marketing Your Blog: A/B Split Test Messages
7
Videos
- Engaging Your High-Value Markets
- Rolling Out Your Blog
- A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid
- Step 2 - Creating your Tracking URLs
- Step 3 - Executing Your Plan
- Step 4 - Analyzing your Results
- Hootsuite offers a Free message scheduler to automate message distribution
4
Readings
- Assignment Overview
- What is A/B Split Testing?
- Download the A/B Testing Assignment Spreadsheet
- Free E-books on A/B Testing
Testing your strategies
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4
Videos
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2
Readings
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1
Assignment
1
Assignment
- Quiz 4
4
Videos
- Three Social Strategies
- Measuring Social IMC Programs
- Key Performance Indicators
- Testing Your Strategies
2
Readings
- Download the Lecture Video Slides
- What Comes Next?
Auto Summary
"Content, Advertising & Social IMC" is a foundational course in the Sales & Marketing domain, led by expert instructors including Judy Ungar Franks, Steffi Decker, and Joey Strawn. This Coursera offering teaches the intricacies of creating viral content through an integrated marketing communications strategy. Covering platform-specific messaging, gamification, and social site advertising, the course spans 480 minutes and offers Starter and Professional subscription options. Ideal for marketers looking to enhance their social media impact and audience engagement.
Randy Hlavac