À propos de ce cours
4.7
457 notes
54 avis
In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)...
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Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

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Clock

Recommandé : 4 weeks of study, 1-2 hours/week

Approx. 4 heures pour terminer
Comment Dots

English

Sous-titres : English

Compétences que vous acquerrez

Social MarketingSocial Media MarketingSocial MediaA/B Testing
Stacks
Globe

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Clock

Recommandé : 4 weeks of study, 1-2 hours/week

Approx. 4 heures pour terminer
Comment Dots

English

Sous-titres : English

Programme du cours : ce que vous apprendrez dans ce cours

1

Section
Clock
2 heures pour terminer

Legal Considerations

In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy. ...
Reading
3 vidéos (Total 19 min), 7 lectures, 1 quiz
Video3 vidéos
Security, Privacy, and Governance Pt. 16 min
Security, Privacy, and Governance Pt. 28 min
Reading7 lectures
Welcome to MOOC 5!10 min
Meet Your Instructors10 min
Grading and Logistics10 min
Social Marketing Toolkits10 min
Course Bookstore10 min
A Note on the Frequency of Capstone Offerings10 min
Special Toolkits for Paid/Financial Aid Learners10 min
Quiz1 exercice pour s'entraîner
Quiz 16 min

2

Section
Clock
1 heure pour terminer

Metrics

In this module, you will gain a deeper understand of how metrics can be used to drive real business results. ...
Reading
5 vidéos (Total 37 min), 1 lecture, 1 quiz
Video5 vidéos
Identifying Social Successes4 min
A New Model for Marketers8 min
Measuring Engagement7 min
Performance Funnels and KPIs8 min
Reading1 lecture
Free Social Marketing Toolkit10 min
Quiz1 exercice pour s'entraîner
Quiz 210 min

3

Section
Clock
1 heure pour terminer

Performance

In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program. ...
Reading
4 vidéos (Total 27 min), 2 lectures, 1 quiz
Video4 vidéos
Justification Metrics6 min
Calculating Performance Metrics5 min
Creating a Pilot Program7 min
Reading2 lectures
Toolkit Pt. 2: Budget & Justification Examples10 min
Final Thoughts and Assignment10 min
Quiz1 exercice pour s'entraîner
Assessing Your Performance12 min

4

Section
Clock
1 heure pour terminer

Management

In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics. ...
Reading
4 vidéos (Total 25 min), 2 lectures, 1 quiz
Video4 vidéos
Program Management6 min
Learn More with Medill IMC10 min
Assessing Your Performance2 min
Reading2 lectures
Download the Lecture Video Slides10 min
What Comes Next?10 min
Quiz1 exercice pour s'entraîner
Quiz 312 min
4.7
Direction Signs

25%

a commencé une nouvelle carrière après avoir terminé ces cours
Briefcase

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Money

38%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par TWOct 18th 2017

Great final course before the capstone to pull all the theory and tools together for justifying the social marketing strategy and tactics. Budgeting and testing frameworks were excellent. Outstanding.

par CGMay 2nd 2017

Excellent Course to finalize the specialization, It was interesting all the different approaches regarding the way how security, budgeting and other strategies works in the Social Landscape

Enseignant

Randy Hlavac

Lecturer, Medill IMC; CEO, Marketing Synergy Inc

À propos de 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. ...

À propos de la Spécialisation Social Media Marketing

In today’s marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you’ll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate. Each of the individual courses can be audited for free. Click on the following links to navigate to each course in this Specialization: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social....
Social Media Marketing

Foire Aux Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.