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Wendy Moe,
Lauren Rhue,
Yogesh Joshi,
and
P.K. Kannan
Building an online brand and outreach strategy is paramount to any social media planning and strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches and selecting the right networks and the right messages. You will explore relevant and trending concepts such as: social media ads, active users, advertising platforms, advertising strategy, advertising, hashtags, influencers, landing page, seo, ad spend, advertising options, email marketing, google adwords, lead generation, video ads, click-through rate, and content marketing. Be prepared to plan and allocate resources to the advertising that creates an impact.
Read more
Building an online brand and outreach strategy is paramount to any social media planning and strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches and selecting the right networks and the right messages. You will explore relevant and trending concepts such as: social media ads, active users, advertising platforms, advertising strategy, advertising, hashtags, influencers, landing page, seo, ad spend, advertising options, email marketing, google adwords, lead generation, video ads, click-through rate, and content marketing. Be prepared to plan and allocate resources to the advertising that creates an impact.
Read more
Building an online brand and outreach strategy is paramount to any social media planning and strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches and selecting the right networks and the right messages. You will explore relevant and trending concepts such as: social media ads, active users, advertising platforms, advertising strategy, advertising, hashtags, influencers, landing page, seo, ad spend, advertising options, email marketing, google adwords, lead generation, video ads, click-through rate, and content marketing. Be prepared to plan and allocate resources to the advertising that creates an impact.
This online course is designed for online media strategists, marketing analysts and managers, marketing brand and strategy experts and digital marketing leaders.
This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.
Register for this course and see more details by visiting:
OpenCourser.com/course/24y01s/online
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What's inside
Learning objectives
- 3.1 online advertising ecosystems
- 3.2 evaluation of online display campaigns
- 3.3 online reviews and sentiment analysis
- 3.4 social media /social network analysis
- 3.5 analysis of social media big data
- 3.1 online advertising ecosystems
- 3.2 evaluation of online display campaigns
- 3.3 online reviews and sentiment analysis
- 3.4 social media /social network analysis
- 3.5 analysis of social media big data
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores evaluation of online display campaigns, which is standard in ad strategy
Taught by Wendy Moe, Lauren Rhue, Yogesh Joshi, and P.K. Kannan, who are recognized for their work in digital strategy
Examines social media big data, which is highly relevant to online marketing strategy
Develops strategies for online ad spending, which are core skills for managing ad budgets
Requires prerequisite knowledge on relevant social media concepts, which may be a barrier for some learners
Students may need to invest in resources for additional skills and knowledge
Save this course
Save Online Advertising & Social Media to your list so you can find it easily later:
Save
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Online Advertising & Social Media with these
activities:
Review social media marketing concepts
Show steps
Build a foundational understanding of social media marketing before the course starts, helping you grasp advanced concepts faster.
Browse courses on
Social Media Marketing
Show steps
-
Revisit definitions and frameworks for social media marketing.
-
Review case studies of successful social media campaigns.
Participate in a study group for online advertising
Show steps
Engage with peers to discuss course concepts, share insights, and enhance your understanding of online advertising.
Browse courses on
Online Advertising
Show steps
-
Join or create a study group.
-
Prepare discussion topics and contribute to group discussions.
Complete a tutorial on Google AdWords
Show steps
Become familiar with one of the most popular platforms for managing online advertising campaigns, which will be covered in this course.
Browse courses on
Google AdWords
Show steps
-
Create a Google AdWords account.
-
Follow a tutorial to create and run a sample campaign.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Develop a content calendar for a social media campaign
Show steps
Create a plan for publishing and promoting content on social media, allowing you to apply the concepts learned in the course to a real-world scenario.
Browse courses on
Content Marketing
Show steps
-
Define the goals and target audience for the campaign.
-
Brainstorm content ideas and create a posting schedule.
-
Identify relevant hashtags and influencers.
Attend a workshop on social media advertising best practices
Show steps
Enhance your knowledge of social media advertising strategies and tactics by attending a workshop led by industry experts.
Browse courses on
Social Media Advertising
Show steps
-
Research and identify relevant workshops.
-
Register for a workshop that aligns with your interests.
-
Attend the workshop and actively participate in discussions.
Volunteer for a non-profit organization's social media marketing campaign
Show steps
Gain practical experience in social media marketing while contributing to a meaningful cause, solidifying your understanding of the course concepts.
Browse courses on
Social Media Marketing
Show steps
-
Identify a non-profit organization that aligns with your interests.
-
Contact the organization and inquire about volunteer opportunities.
-
Assist with social media marketing tasks, such as content creation, community engagement, and campaign analysis.
Analyze social media data using a dashboard
Show steps
Gain hands-on experience analyzing social media data, which is essential for evaluating and refining online advertising campaigns.
Browse courses on
Data Analysis
Show steps
-
Identify a social media campaign to analyze.
-
Use a social media analytics dashboard to collect and visualize data.
-
Analyze the data to identify trends and insights.
Participate in an online advertising competition
Show steps
Apply your skills and knowledge to a real-world challenge, fostering deeper understanding and potentially earning recognition for your work.
Browse courses on
Online Advertising
Show steps
-
Identify and register for an appropriate competition.
-
Develop a comprehensive online advertising campaign.
-
Submit your campaign for evaluation.
Review social media marketing concepts
Show steps
Build a foundational understanding of social media marketing before the course starts, helping you grasp advanced concepts faster.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Revisit definitions and frameworks for social media marketing.
- Review case studies of successful social media campaigns.
Participate in a study group for online advertising
Show steps
Engage with peers to discuss course concepts, share insights, and enhance your understanding of online advertising.
Browse courses on
Online Advertising
Show steps
Show steps
Show steps
- Join or create a study group.
- Prepare discussion topics and contribute to group discussions.
Complete a tutorial on Google AdWords
Show steps
Become familiar with one of the most popular platforms for managing online advertising campaigns, which will be covered in this course.
Browse courses on
Google AdWords
Show steps
Show steps
Show steps
- Create a Google AdWords account.
- Follow a tutorial to create and run a sample campaign.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Develop a content calendar for a social media campaign
Show steps
Create a plan for publishing and promoting content on social media, allowing you to apply the concepts learned in the course to a real-world scenario.
Browse courses on
Content Marketing
Show steps
Show steps
Show steps
- Define the goals and target audience for the campaign.
- Brainstorm content ideas and create a posting schedule.
- Identify relevant hashtags and influencers.
Attend a workshop on social media advertising best practices
Show steps
Enhance your knowledge of social media advertising strategies and tactics by attending a workshop led by industry experts.
Browse courses on
Social Media Advertising
Show steps
Show steps
Show steps
- Research and identify relevant workshops.
- Register for a workshop that aligns with your interests.
- Attend the workshop and actively participate in discussions.
Volunteer for a non-profit organization's social media marketing campaign
Show steps
Gain practical experience in social media marketing while contributing to a meaningful cause, solidifying your understanding of the course concepts.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Identify a non-profit organization that aligns with your interests.
- Contact the organization and inquire about volunteer opportunities.
- Assist with social media marketing tasks, such as content creation, community engagement, and campaign analysis.
Analyze social media data using a dashboard
Show steps
Gain hands-on experience analyzing social media data, which is essential for evaluating and refining online advertising campaigns.
Browse courses on
Data Analysis
Show steps
Show steps
Show steps
- Identify a social media campaign to analyze.
- Use a social media analytics dashboard to collect and visualize data.
- Analyze the data to identify trends and insights.
Participate in an online advertising competition
Show steps
Apply your skills and knowledge to a real-world challenge, fostering deeper understanding and potentially earning recognition for your work.
Browse courses on
Online Advertising
Show steps
Show steps
Show steps
- Identify and register for an appropriate competition.
- Develop a comprehensive online advertising campaign.
- Submit your campaign for evaluation.
Career center
Learners who complete Online Advertising & Social Media will develop knowledge and skills
that may be useful to these careers:
Online Advertising Specialist
Online Advertising Specialist
Online Advertising Specialists are responsible for planning and executing online advertising campaigns. This course may be useful in developing the skills needed for this role, as it covers topics such as online advertising ecosystems, evaluation of online display campaigns, and search engine marketing. These skills are essential for success in this role, and this course can provide you with a strong foundation for success.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for managing and executing social media campaigns. This course may be helpful in developing the skills needed for this role, as it covers topics such as social media analysis, social network analysis, and social media marketing. These skills are essential for success in this role, and this course can help you to build the foundation you need to succeed.
Digital Marketing Consultant
Digital Marketing Consultant
Digital Marketing Consultants provide advice and guidance to businesses on how to improve their online marketing efforts. This course may be useful in developing the skills needed for this role, as it covers topics such as digital marketing strategy, online advertising, and social media marketing. These skills are essential for success in this role, and this course can provide you with a strong foundation for success.
Marketing Analyst
Marketing Analyst
Marketing Analysts are responsible for analyzing marketing data and providing insights to help businesses make better decisions. This course may be useful in developing the skills needed for this role, as it covers topics such as data analysis, data visualization, and marketing strategy. These skills are essential for success in this role, and this course can help you to build the foundation you need to succeed.
Marketing Manager
Marketing Manager
Marketing Managers are responsible for planning and executing marketing campaigns. This course may be useful in developing the skills needed for this role, as it covers topics such as marketing strategy, digital marketing, and social media marketing. These skills are essential for success in this role, and this course can provide you with a strong foundation for success.
Social Media Strategist
Social Media Strategist
Social Media Strategists are responsible for developing and executing social media strategies. This course may be useful in developing the skills needed for this role, as it covers topics such as social media analysis, social network analysis, and social media marketing. These skills are essential for success in this role, and this course can provide you with a strong foundation for success.
Content Marketing Manager
Content Marketing Manager
Content Marketing Managers develop and execute content strategies that are designed to attract, engage, and convert customers. This course may be useful in developing the skills needed for this role as it covers topics such as content marketing, search engine optimization (SEO), and social media marketing. Understanding how to create and distribute engaging content is essential for success in this role, and this course can help you to build the foundation you need to succeed.
Email Marketing Specialist
Email Marketing Specialist
Email Marketing Specialists are responsible for planning and executing email marketing campaigns. This course may be useful in developing the skills needed for this role, as it covers topics such as email marketing, content marketing, and social media marketing. These skills are essential for success in this role, and this course can provide you with a strong foundation for success.
Marketing Research Analyst
Marketing Research Analyst
Marketing Research Analysts are responsible for conducting marketing research and providing insights to help businesses make better decisions. This course may be useful in developing the skills needed for this role, as it covers topics such as data analysis, data visualization, and marketing strategy. These skills are essential for success in this role, and this course can help you to build the foundation you need to succeed.
Search Engine Optimization (SEO) Specialist
Search Engine Optimization (SEO) Specialist
Search Engine Optimization (SEO) Specialists are responsible for optimizing websites and content for search engines. This course may be useful in developing the skills needed for this role, as it covers topics such as search engine optimization (SEO), content marketing, and social media marketing. These skills are essential for success in this role, and this course can provide you with a strong foundation for success.
Data Analyst
Data Analyst
Data Analysts are responsible for collecting, analyzing, and interpreting data. This course may be useful in developing the skills needed for this role, as it covers topics such as data analysis, data visualization, and social media analysis. These skills are essential for success in this role, and this course can help you to build the foundation you need to succeed.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for building and executing a cohesive online marketing strategy. This course may be useful in developing the skills and knowledge needed to succeed in this role, as it covers topics such as online advertising ecosystems, evaluation of online display campaigns, and social media analysis. These skills are highly sought after in today's digital landscape, and they can help you to become a more effective Digital Marketing Manager.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing the brand of an organization. This course may be useful in developing the skills needed for this role, as it covers topics such as brand management, digital marketing, and social media marketing. These skills can help you to become a more effective Brand Manager.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and managing sales teams. This course may be useful in developing the skills needed for this role, as it covers topics such as sales management, digital marketing, and social media marketing. These skills can help you to become a more effective Sales Manager.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing the public image of an organization. This course may be useful in developing the skills needed for this role, as it covers topics such as digital marketing, social media marketing, and public relations. These skills can help you to become a more effective Public Relations Manager.
For more career information including salaries, visit:
OpenCourser.com/course/24y01s/online
Reading list
We've selected six books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Online Advertising & Social Media.
Save
Provides a strategic framework for social media marketing, covering topics such as social media strategy, content marketing, social media advertising, and social media analytics. It valuable resource for students and practitioners alike.
Provides a practical guide to social media data mining, covering topics such as social media data collection, social media data analysis, and social media data visualization. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of digital marketing analytics, covering topics such as data collection, data analysis, and data visualization. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of social media metrics, covering topics such as social media engagement, social media reach, and social media conversion. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of digital marketing, covering topics such as search engine optimization (SEO), social media marketing, and email marketing. It valuable resource for beginners who are looking to learn more about digital marketing.
Provides a comprehensive overview of social media marketing, covering topics such as social media content, social media advertising, and social media analytics. It valuable resource for beginners who are looking to learn more about social media marketing.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/24y01s/online
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Effort
3 to 5 hours per week for 4 weeks
Level
Introductory
Via
edX
Institutions
University System of Maryland
The University of Maryland, College Park
Instructors
Wendy Moe
Lauren Rhue
Yogesh Joshi
P.K. Kannan
Language
English
Transcript
English
This course belongs to a
collection
called
Digital Marketing. It's comprised of four courses:
- Fundamentals of Digital Marketing
- Digital Marketing Analytics: Tools and Techniques
- Online Advertising & Social Media (viewing)
- Digital Customer Analytics
Good to know
Explores evaluation of online display campaigns, which is standard in ad strategy
Taught by Wendy Moe, Lauren Rhue, Yogesh Joshi, and P.K. Kannan, who are recognized for their work in digital strategy
Examines social media big data, which is highly relevant to online marketing strategy
Develops strategies for online ad spending, which are core skills for managing ad budgets
Requires prerequisite knowledge on relevant social media concepts, which may be a barrier for some learners
Students may need to invest in resources for additional skills and knowledge
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