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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.
Read more
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.
Read more
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)
Register for this course and see more details by visiting:
OpenCourser.com/course/87p5dl/content
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.
Read more
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.
Read more
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
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
Save this course
Save Content, Advertising & Social IMC to your list so you can find it easily later:
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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
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Content, Advertising & Social IMC with these
activities:
Attend a social media conference
Show steps
Network with other social media professionals and learn about the latest trends and best practices.
Browse courses on
Content Strategy
Show steps
-
Find a social media conference that is relevant to your interests.
-
Register for the conference.
-
Attend the conference and participate in the sessions and networking events.
Read "Contagious: Why Things Catch On" by Jonah Berger
Show steps
Learn the principles of viral marketing and how to create content that will resonate with your audience.
View
Magic Words
on Amazon
Show steps
-
Read the book and take notes.
-
Identify the key principles of viral marketing.
-
Brainstorm ideas for how to apply these principles to your own work.
Use Facebook Ads Manager to create a targeted advertising campaign
Show steps
Develop the skills to create and manage effective advertising campaigns on Facebook.
Browse courses on
Advertising
Show steps
-
Create a Facebook Ads Manager account.
-
Set up a Facebook advertising campaign.
-
Target your audience.
-
Create your ad creative.
-
Monitor and adjust your campaign.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Attend a workshop on social media marketing
Show steps
Learn from experts and get hands-on experience with social media marketing.
Browse courses on
Content Strategy
Show steps
-
Find a workshop on social media marketing that is relevant to your interests.
-
Register for the workshop.
-
Attend the workshop and participate in the exercises and discussions.
Develop a content marketing calendar
Show steps
Plan and schedule your content to ensure that you are consistently publishing high-quality content that will reach your target audience.
Browse courses on
Content Strategy
Show steps
-
Identify your target audience.
-
Research your competition.
-
Develop a content calendar.
-
Create high-quality content.
-
Promote your content.
Take the Google Analytics Academy course
Show steps
Learn how to use Google Analytics to track and measure the success of your social marketing campaigns.
Browse courses on
Social Marketing
Show steps
-
Sign up for the Google Analytics Academy course.
-
Complete the course modules.
-
Apply what you have learned to your own website or blog.
Develop a social media marketing plan for a real-world client
Show steps
Apply the principles you have learned in this course to a real-world project.
Browse courses on
Content Strategy
Show steps
-
Identify a real-world client who is in need of social media marketing services.
-
Develop a social media marketing plan for the client.
-
Implement the social media marketing plan.
-
Track and measure the results of the social media marketing plan.
Attend a social media conference
Show steps
Network with other social media professionals and learn about the latest trends and best practices.
Browse courses on
Content Strategy
Show steps
Show steps
Show steps
- Find a social media conference that is relevant to your interests.
- Register for the conference.
- Attend the conference and participate in the sessions and networking events.
Read "Contagious: Why Things Catch On" by Jonah Berger
Show steps
Learn the principles of viral marketing and how to create content that will resonate with your audience.
View
Magic Words
on Amazon
Show steps
Show steps
Show steps
- Read the book and take notes.
- Identify the key principles of viral marketing.
- Brainstorm ideas for how to apply these principles to your own work.
Use Facebook Ads Manager to create a targeted advertising campaign
Show steps
Develop the skills to create and manage effective advertising campaigns on Facebook.
Browse courses on
Advertising
Show steps
Show steps
Show steps
- Create a Facebook Ads Manager account.
- Set up a Facebook advertising campaign.
- Target your audience.
- Create your ad creative.
- Monitor and adjust your campaign.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Attend a workshop on social media marketing
Show steps
Learn from experts and get hands-on experience with social media marketing.
Browse courses on
Content Strategy
Show steps
Show steps
Show steps
- Find a workshop on social media marketing that is relevant to your interests.
- Register for the workshop.
- Attend the workshop and participate in the exercises and discussions.
Develop a content marketing calendar
Show steps
Plan and schedule your content to ensure that you are consistently publishing high-quality content that will reach your target audience.
Browse courses on
Content Strategy
Show steps
Show steps
Show steps
- Identify your target audience.
- Research your competition.
- Develop a content calendar.
- Create high-quality content.
- Promote your content.
Take the Google Analytics Academy course
Show steps
Learn how to use Google Analytics to track and measure the success of your social marketing campaigns.
Browse courses on
Social Marketing
Show steps
Show steps
Show steps
- Sign up for the Google Analytics Academy course.
- Complete the course modules.
- Apply what you have learned to your own website or blog.
Develop a social media marketing plan for a real-world client
Show steps
Apply the principles you have learned in this course to a real-world project.
Browse courses on
Content Strategy
Show steps
Show steps
Show steps
- Identify a real-world client who is in need of social media marketing services.
- Develop a social media marketing plan for the client.
- Implement the social media marketing plan.
- Track and measure the results of the social media marketing plan.
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
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.
Content 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.
Advertising 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.
Content Writer
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.
Advertising Copywriter
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.
Marketing Manager
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.
Digital 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.
Brand 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.
Digital Marketing Specialist
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.
Marketing Consultant
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.
Public relations manager
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.
Social Media Manager
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.
Social Media Strategist
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.
Search Engine Optimization (SEO) Specialist
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.
Social Media 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.
For more career information including salaries, visit:
OpenCourser.com/course/87p5dl/content
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.
Save
Provides a comprehensive overview of social media marketing, covering key concepts, strategies, and tactics. It valuable resource for both beginners and experienced marketers who want to enhance their understanding of social media marketing.
Provides a comprehensive overview of content strategy, including how to develop a content strategy, create engaging content, and measure the results of your content marketing efforts.
Comprehensive guide to content marketing, covering everything from strategy to execution. Provides additional depth and breadth to the Content Strategy module.
Provides a practical guide to creating epic content that will stand out from the competition and help you achieve your marketing goals.
Comprehensive guide to content marketing, covering everything from strategy to execution. It must-read for anyone who wants to learn more about how to create and distribute valuable content that attracts and engages customers.
Save
This textbook provides a comprehensive overview of digital marketing, covering topics such as search engine optimization, social media marketing, email marketing, and mobile marketing.
Provides a practical guide to building and launching successful startups. Provides valuable insights for entrepreneurs and marketers who are launching new products and services.
Provides a comprehensive overview of advertising and promotion, with a focus on integrated marketing communications. Useful reference for the Advertising and Social Integrated Marketing Communications (IMC) modules.
Provides a practical guide to social media marketing, with a focus on strategy, tactics, and measurement. Recommended reading for the Social Integrated Marketing Communications (IMC) module.
Provides a practical guide to public relations and social media, covering topics such as building relationships with the media, managing your online reputation, and using social media to promote your organization.
Provides a strategic overview of social media marketing, with a focus on developing and executing successful campaigns. Valuable reading for the Social Integrated Marketing Communications (IMC) module.
Provides a practical guide to gamification, with a focus on implementing game mechanics in web and mobile apps. Valuable reading for the Social Integrated Marketing Communications (IMC) module.
Explores the challenges that established companies face when they try to innovate. Provides a useful framework for understanding the challenges of marketing new products and services.
Provides a framework for marketing and selling technology products to mainstream customers. Provides useful insights for marketing new and innovative products and services.
Save
This textbook provides a comprehensive overview of marketing analytics, covering topics such as data collection, data analysis, and data visualization.
Provides a comprehensive guide to Instagram marketing, covering everything from creating content to growing your audience. It valuable resource for marketers who want to learn more about how to use Instagram to reach their target audience.
Save
Provides a practical guide to measuring the ROI of social media marketing campaigns. Useful reference for the Measuring Your Social Programs module.
Provides a comprehensive overview of gamification, including how to use gamification techniques to engage your audience. It valuable resource for marketers who want to learn more about how to use gamification to make their content more engaging.
Save
Provides a practical guide to Facebook marketing, covering topics such as creating a Facebook page, building a following, and running Facebook ads.
Provides a comprehensive overview of integrated marketing communications, including how to develop and execute integrated marketing campaigns. It valuable resource for marketers who want to learn more about how to integrate their marketing efforts across multiple channels.
Provides a practical guide to gamification, including strategies for using game elements to motivate and engage your audience.
Provides a comprehensive guide to content marketing, covering everything from strategy to execution. It valuable resource for marketers who want to learn more about how to create and distribute valuable content that attracts and engages customers.
Provides a comprehensive overview of social media marketing, including strategies for using social media to achieve your business goals.
Provides a beginner-friendly guide to social media marketing, including tips for building your brand, engaging with your audience, and measuring your results.
Provides a comprehensive guide to social media marketing, including strategies for using social media to grow your business.
Provides a quick-start guide to social media marketing, including tips for building your brand, engaging with your audience, and measuring your results.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/87p5dl/content
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Effort
4 weeks of study, 1-3 hours/week
Via
Coursera
Institution
Northwestern University
Instructor
Randy Hlavac
Language
English
Transcripts
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Français
Português
Deutsch
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中文
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This course belongs to a
collection
called
Social Media Marketing. It's comprised of six courses:
- What is Social?
- The Importance of Listening
- The Business of Social
- Content, Advertising & Social IMC (viewing)
- Social Marketing Capstone Project
- Engagement & Nurture Marketing Strategies
Good to know
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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