À propos de ce cours : 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)

Créé par : Northwestern University

Enseigné par : Randy Hlavac, Lecturer, Medill IMC; CEO, Marketing Synergy Inc

Informations de base	Cours 4 de 6 dans Social Media Marketing Specialization
Engagement	4 weeks of study, 1-3 hours/week
Langue	English
Comment réussir	Réussissez tous les devoirs notés pour terminer le cours.
Notes des utilisateurs	4.7 étoiles Note moyenne des utilisateurs 4.7Voir ce que disent les étudiants

Programme de cours

SEMAINE 1

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.

2 vidéos, 7 lectures

Reading: Welcome to MOOC 4!
Reading: Meet Your Instructors
Reading: Grading and Logistics
Vidéo: Paid / Owned / Earned Media
Reading: Social Marketing Toolkits
Reading: Course Bookstore
Reading: A Note on the Frequency of Capstone Offerings
Reading: Special Toolkits for Paid/Financial Aid Learners

Noté: Quiz 1

SEMAINE 2

Advertising

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

2 vidéos, 1 lecture

Vidéo: How to Develop Facebook-type Advertising Pt 2
Reading: Free Social Marketing Toolkit

Noté: Quiz 2

SEMAINE 3

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.

13 vidéos, 5 lectures

Vidéo: What is Gamification?
Vidéo: Keep Them Coming Back
Vidéo: Applications for Social IMC Strategy
Vidéo: Social IMC Example: Ridgid Plumber Forum
Vidéo: Social IMC Example: Carling Black Label
Vidéo: Social IMC Example: North Face
Vidéo: Social IMC Example: American Express
Vidéo: Engaging Your High-Value Markets
Vidéo: Rolling Out Your Blog
Reading: Assignment Overview
Reading: Download the A/B Testing Assignment Spreadsheet
Reading: Free E-books on A/B Testing
Vidéo: A simple way to find hourly & daily results using Bitly
Reading: A Note on Using Bitly for A/B Testing
Vidéo: Finding the Hourly Stats with Bitly
Reading: Finding the Hourly Stats with Bitly Screenshots
Vidéo: New Bitly Instructions

Noté: Quiz 3

Noté: Marketing Your Blog: A/B Split Test Messages

SEMAINE 4

Measuring Your Social Programs

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

4 vidéos, 2 lectures

Vidéo: Measuring Social IMC Programs
Vidéo: Key Performance Indicators
Vidéo: Testing Your Strategies
Reading: Download the Lecture Video Slides
Reading: What Comes Next?

Noté: Quiz 4

FAQ

Quand aurai-je accès aux vidéos de cours et aux devoirs ?

Que dois-je faire si j'ai besoin de plus de temps pour terminer le cours ?

À quoi ai-je droit si je paie ce cours ?

Puis-je suivre ce cours gratuitement ?

Quelle est la politique de remboursement ?

Une aide financière est-elle disponible ?

Comment cela fonctionne

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Créateurs

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.

Tarification

	Acheter le cours
Accéder au contenu du cours	Disponible
Accéder au contenu noté	Disponible
Recevoir une Note Finale	Disponible
Obtenir un Certificat de Cours partageable	Disponible

Notation et examens

Note moyenne 4.7 sur 5 sur 569 notes

Very interesting course, the assignments and case studies are very useful to understand the IMC strategy.

The Week 4 Videos and Quiz should be before Week 3. The videos refer to A/B testing the blog after we've already tested it. In the forum there was not anyone supervising or answering questions.