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Content, Advertising & Social IMC

Randy Hlavac

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)

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What's inside

Syllabus

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.

Advertising

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

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.

Measuring Your Social Programs

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

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Promotes engagement and shares insights that are crucial for effective social marketing

Helps develop platform-specific messaging to expand market share

Builds foundational knowledge about content strategy for social media marketing

Provides vital knowledge on paid/owned/earned media and its effective integration

Demonstrates the role of advertising in social media marketing

Shares techniques to create viral content and retain audience engagement

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Reviews summary

Valuable course with relevant assignments

Students say that this engaging course offers a sound foundation in content creation, advertising, and social media marketing. The instructors are said to be knowledgeable and supportive. Students particularly appreciate the assignments and case studies, calling them practical and relevant to real-world marketing applications.

The material is engaging and interesting.

"Very interesting course..."

The instructors are knowledgeable and supportive.

The assignments are helpful and practical.

"the assignments and case studies are very useful..."

Activities

Coming soon We're preparing activities for Content, Advertising & Social IMC. These are activities you can do either before, during, or after a course.

Career center

Learners who complete Content, Advertising & Social IMC will develop knowledge and skills that may be useful to these careers:

E-commerce Marketing Manager

An E-commerce Marketing Manager plans and executes e-commerce marketing campaigns. They develop e-commerce marketing strategies and manage e-commerce marketing budgets. A course in Content, Advertising & Social IMC can help an E-commerce Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their e-commerce marketing campaigns.

See salaries and explore the career path for E-commerce Marketing Manager

Content Marketing Manager

A Content Marketing Manager plans and executes content marketing campaigns. They develop content strategies and manage content budgets. A course in Content, Advertising & Social IMC can help a Content Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their content marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Content Marketing Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Content Marketing Manager

Advertising Manager

An Advertising Manager plans and executes advertising campaigns. They develop advertising strategies and manage advertising budgets. A course in Content, Advertising & Social IMC can help an Advertising Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their advertising campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Advertising Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Advertising Manager

Content Writer

A Content Writer creates content for websites, blogs, and other digital media. They develop content strategies and write content that is informative, engaging, and persuasive. A course in Content, Advertising & Social IMC can help a Content Writer build a foundation in content creation and advertising. The course can also teach them how to develop and write effective content.

See salaries and explore the career path for Content Writer

Advertising Copywriter

An Advertising Copywriter creates advertising copy for print, broadcast, and digital media. They develop advertising concepts and write advertising copy that is persuasive and memorable. A course in Content, Advertising & Social IMC can help an Advertising Copywriter build a foundation in content creation and advertising. The course can also teach them how to develop and write effective advertising copy.

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Marketing Manager

A Marketing Manager plans and executes marketing campaigns. They oversee marketing budgets and develop marketing strategies. A course in Content, Advertising & Social IMC can help a Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Marketing Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager plans and executes digital marketing campaigns. They oversee digital marketing budgets and develop digital marketing strategies. A course in Content, Advertising & Social IMC can help a Digital Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their digital marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Digital Marketing Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Digital Marketing Manager

Brand Manager

A Brand Manager is responsible for the development and execution of a brand's marketing strategy. They oversee brand marketing budgets and develop brand marketing campaigns. A course in Content, Advertising & Social IMC can help a Brand Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their brand marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Brand Manager a holistic approach to marketing that can help them succeed in their role.

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Digital Marketing Specialist

A Digital Marketing Specialist plans and executes digital marketing campaigns. They develop digital marketing strategies and manage digital marketing budgets. A course in Content, Advertising & Social IMC can help a Digital Marketing Specialist build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their digital marketing campaigns.

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Marketing Consultant

A Marketing Consultant provides marketing advice to businesses. They help businesses develop and execute marketing strategies. A course in Content, Advertising & Social IMC can help a Marketing Consultant build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of marketing campaigns.

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Public relations manager

A Public Relations Manager plans and executes public relations campaigns. They manage public relations budgets and develop public relations strategies. A course in Content, Advertising & Social IMC may be useful for a Public Relations Manager to build a foundation in content creation and advertising for public relations. The course can also teach them how to develop and measure the success of their public relations campaigns.

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Social Media Manager

A Social Media Manager plans social media campaigns. They manage social media properties and create content for them. A course in Content, Advertising & Social IMC may be useful for a Social Media Manager to build a foundation in content creation and advertising for social media. The course can also teach them how to measure the success of their social media campaigns.

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Social Media Strategist

A Social Media Strategist develops and implements social media strategies. They manage social media accounts and create content for them. A course in Content, Advertising & Social IMC may be useful for a Social Media Strategist to build a foundation in content creation and advertising for social media. The course can also teach them how to develop and measure the success of their social media strategies.

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Search Engine Optimization (SEO) Specialist

A Search Engine Optimization (SEO) Specialist optimizes websites for search engines. They improve the visibility of websites in search engine results pages (SERPs). A course in Content, Advertising & Social IMC may be useful for an SEO Specialist to build a foundation in content creation and advertising. The course can also teach them how to create content that is optimized for search engines.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Social Media Specialist

A Social Media Specialist manages social media accounts and creates content for them. They develop social media strategies and track the success of social media campaigns. A course in Content, Advertising & Social IMC may be useful for a Social Media Specialist to build a foundation in content creation and advertising for social media. The course can also teach them how to develop and measure the success of their social media campaigns.

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Reading list

We've selected 26 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 Content, Advertising & Social IMC.

Digital Marketing